Jeff Kennett: AFL faces storms ahead if it doesn’t put fans first
The league has to be careful to not forget who they represent, are consistent in the application of their policies and embrace the best of corporate practices.
Opinion
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Well, the AFL season has started, much to the pleasure of the game’s millions of supporters.
Sadly, the Brisbane Lions were denied their opportunity to unfurl their 2024 premiership flag in front of their members in the opening game because of Cyclone Alfred.
But there are three ‘weather incidents’ building up for the AFL with which the league will have to navigate.
No televised free to air game on Saturday nights
This is a truly disturbing decision by the AFL Commission and Administration.
It is a decision that puts money ahead of the community the AFL exists to serve. Its supporters.
The majority of whom are not corporate, but rank and file Australian individuals and families.
When an organisation puts other considerations before its clients or supporters you know the organisation is in trouble.
Every Saturday night for the rest of the season there will be families on that night who cannot afford subscription football.
AFL football is for the masses, not the elite. Those of us who can afford to pay for Foxtel or Kayo, all well and good.
But for individuals and families that rely on AFL football for their disconnect from the things that cause them stress, and are of low income or worse, access to games for free is essential.
The AFL says in justification of no free to air AFL football on Saturday nights: “that they have been listening to their fans who want more Thursday night games.”
I am sure that might be correct, but did their so called “listening to their fans” ask the question “do you want to give up free to air access of AFL games on Saturday night, in favour of Thursday night free to air broadcasts?”
Revenue from gaming
There have been reports that the AFL is going to increase the fees they charge sport betting agencies for access to AFL games so that those agencies can further profit by offering those betting options to the public.
How hypocritical of the AFL!
Only a few years ago the commission and its leadership were publicly suggesting all clubs should exit any relationship with gambling companies, poker machines in particular.
Most clubs have, and I support that objective.
Sports betting and the promotion of same is far worse and causes so much more damage than gaming machines. It legitimises gambling among our young.
Gaming machines can only be accessed by adults after travelling to a venue that holds a gaming licence. The advertising of gaming machines is not allowed except on the building where they are located.
Sports betting is heavily advertised on all media, can be played via one’s phone and can be played by anyone regardless of age. It is developing a cohort of young people who are becoming dependant on gaming, and this will have serious implications for many as they mature.
The federal government has had an inquiry and was going to control aspects of sports betting. Sadly, they have failed to do so. That said, I am disappointed not only have the AFL continued to rely on gaming revenue, but they are becoming more reliant on such revenue.
Governance within the AFL
This has always been an issue for me. As you know the AFL answers to no one. It is a law unto itself.
It does not even embrace the guidelines and regulations that apply to companies in terms of reporting and governance.
Recently the ASX has been reviewing what they consider to be more acceptable practice for directors of companies. One issue is the length of years a person may serve as a director of an organisation.
I very much favour a maximum of three terms of three years each for a director, a total of 9 years, should the director wish to serve that period and they are re-elected.
The only proviso is that should a director while serving be elevated to the chairmanship of that organisation, they should be allowed if supported, to serve two terms of three years each as chairperson.
If elected from outside the board the person may serve a maximum of 9 years as director and chairperson.
Such a rule should apply within the AFL commission. Directors should of course be elected in rotation, a third of the directors standing for election each year. Such a proposal allows for continuity and the introduction of new people and new ideas.
It is up to club presidents to decide, enforce and demand such high standards.
The current Chairman of the AFL Commission Richard Goyder has been on the commission since 2011 – 14 years – and chairman since 2017 – 8 years. His current term finishes at the end of this year. It is said he wants to extend his term as chairman by another three years, being 17 on the commission and 11 years as chairman.
With due respect that breeches any concept of good governance.
Now that CEO Andrew Dillon has been in place for over a year, it is time for a new chairperson with fresh ideas and the appropriate experiences to head the commission and support the CEO for the next few years.
The AFL has got to be careful they do not forget who they represent, are consistent in the application of their policies and embrace the best of corporate practices.
HOKBALL 2.0
Jeff Kennett is a former Victorian premier
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