By Marc McGowan
In today’s AFL Briefing, your wrap of footy news:
- Essendon paid AFL Legend and four-time premiership coach Kevin Sheedy the overwhelming majority of $150,000 in ambassadorial payments in 2024 while he was a club director.
- Gold Coast’s star recruit and reigning Richmond club champion Daniel Rioli may require knee surgery after suffering a setback in his first week training with the Suns.
Essendon paid AFL Legend and four-time premiership coach Kevin Sheedy the overwhelming majority of $150,000 in ambassadorial payments in 2024 while he was a club director.
An industry source familiar with the arrangement, who spoke on the condition of anonymity, told this masthead that Sheedy received a six-figure sum for his ambassadorial activities.
Essendon ambassador Kevin Sheedy.Credit: AFL Photos
The Bombers’ annual report refers to payments to a “Director related entity for marketing, ambassador and community engagement services”. It is unusual for a director to be paid while serving in that role.
Sheedy received a significant portion of the $149,175 Essendon allotted for ambassadorial payments this year, which was up from $110,832 in 2023. The significant year-on-year increase owed to some extra one-off items that the club declined to reveal when contacted about the financial report.
Essendon announced in August that the 76-year-old – one of the sport’s great personalities and promoters – would step down from the board at season’s end, after performing an integral role two years ago in the election of current president David Barham during a tumultuous period.
This masthead reported at the time that Sheedy, who coached the Bombers for a record-breaking 27 years, would continue in his paid ambassadorial role for the club.
The role includes dealing with coteries, past players, and influential sponsors. He occupied the same position for a period before his board appointment in October 2020.
Sheedy, who also played 251 games for Richmond and won three flags during that time, was contacted for comment.
Essendon paid a total of $3,342,671 to key management personnel this year, down from $3,368,183 in 2023. That aggregate compensation went to 10 people, at an average beyond $334,000.
Improved on-field performance had a positive impact on the Bombers’ bottom line, with membership revenue spiking almost 20 per cent to $16.8 million. Match receipts and stadium revenue were up 26.3 per cent to $8.2 million and merchandise revenue rose 9.6 per cent to $1.9 million.
Sam Durham’s Bombers improved in 2024 but missed a finals berth.Credit: Getty Images
The report stated there would not be a membership price freeze as there was in the 2021 and 2023 seasons because “member contributions are the lifeblood of our club”.
Essendon also have interest-free loans totalling more than $1.455 million that expire in December 2026.
The Bombers’ annual report lists gaming entitlements as an “intangible asset” worth $4.37 million. They own gaming licences at two venues: Windy Hill, which has 100 machines, and Melton Country Club, which has 90.
Those machine numbers are from the Victorian Gambling and Casino Control Commission website.
A supporter group called “No Pokies at Essendon” has gathered the 100 signatures required for a vote to take place at the annual general meeting next month that could force the Bombers to acknowledge in future annual reports the alleged social harm their gaming machines cause.
Gambling and casino commission data shows that gamblers lost more than $14 million this year across the two venues, and more than $235 million since 2006.
However, NoPE faces a tough task, given that under the Essendon constitution, a special resolution needs to secure at least 75 per cent of the vote to pass.
Barham said at last year’s AGM that Essendon were still financially reliant on pokies revenue, which was used, in part, to support the football program.
This year’s AGM will be held at the Essendonians Function Centre on December 18.
Former star Tiger suffers horror start to new career at Gold Coast
Gold Coast’s star recruit and reigning Richmond club champion Daniel Rioli may require knee surgery after suffering a setback in his first week training with the Suns.
Rioli sustained a left knee injury during Gold Coast’s training session on Wednesday, after they officially started their pre-season two days earlier.
Daniel Rioli has injured his knee at pre-season training.Credit: Getty Images
Scans confirmed the 27-year-old defender, who played in three premierships at the Tigers, injured his medial collateral ligament, with a decision to be made in the next week on whether he requires an operation.
The Suns are hopeful he will resume running after the Christmas break and be available to play in at least one pre-season match before the opening round, when they will host Essendon on March 8.
Rioli, who has reunited with coach Damien Hardwick at Gold Coast, signed a five-year deal after the Suns handed over picks six and 23 for him.
Richmond also gave Gold Coast four late selections – 51, 61, 70 and 76 – to help them match St Kilda’s eventual top-10 bid on Suns academy midfielder Leo Lombard at the draft last week.
Rioli was one of three high-profile Tigers to request a trade after the season, including Shai Bolton (Fremantle) and Liam Baker (West Coast).
Jack Graham also signed with the Eagles as an unrestricted free agent, while premiership greats Dustin Martin and Dylan Grimes retired.
There was a silver lining to the exits of Rioli, Bolton and Baker.
Richmond started last week’s AFL draft with an extraordinary seven first-round picks, as well as the opening selection of the second round.
GWV Rebels midfielder-forward Sam Lalor became the Tigers’ first No.1 pick since Brett Deledio two decades ago, and was one of six players they selected in the first round before a savvy swap with North Melbourne that netted them a potential top-four choice next year.
This year’s draft looms as a vital one for Richmond’s rebuild under Adem Yze, and they selected various positional types, including key forwards Jonty Faull, Harry Armstrong and Thomas Sims.
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