Why a Tasmanian AFL team is more than a pipedream

The man tapped to lead a taskforce into a Tasmanian AFL team started out as a sceptic. But his research exploded the myths that still stand in the way of a Tassie side.

Tasmania AFL project team chairman Brett Godfrey at a press conference at Blundstone Arena. Picture: Richard jupe

After 12 months of work resulting in a 300-page report, I am convinced that AFL in Tasmania is at a tipping point. What the custodians of the game do over the short-term will determine the fate of the code in the state.

I have spent my corporate life developing or interrogating business plans. I know that stuff, not football specifically, but footy is a business too

In June 2019, I was asked to chair Tasmania’s AFL Licence Taskforce. Before accepting I did my due diligence talking to the likes of Jeff Kennett, Gill McLachlan, and local Tasmanian football identities. They were frank and honest and I shared their concerns. I was a cynic, but frankly always start from that position.

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The Government put together an exceptional group of business leaders and football brains to see if a way forward could be found. Any one of this group could have been the chair. So, why me? I wasn’t even Tasmanian, nor particularly passionate about AFL. Perhaps it was for those reasons. Not being Tasmanian nor having AFL as “my sport”, definitely gave me an outsider’s perspective for the necessary reality check for the sport in Tasmania.

Most post-completion business cases are consigned to the “bin” and never get put into play. The best business cases will unearth not just the good opportunities but the difficulties, the risks, the true costs. Pushing ahead with a flawed plan is an anathema to me or anyone who values their reputation. It would be folly to push a failed business plan as the people on the taskforce have status and standing outside of football.

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Tasmanian AFL project team chairman Brett Godfrey at Blundstone Arena. Picture: Richard Jupe

The objectives of our work were many. It wasn’t just about an AFL team for Tasmania. In fact, that had been attempted many times over the past 30 years without success. Did Tasmanians even want a club? Could we address and consign to history, all the excuses levelled against Tasmania in those three decades of seeking entry to the national but one competition?

What we also felt crucial was to assess if the state could even afford a club, let alone retain the drafted or recruited talent to compete long term. These and the other 48 pieces of work we undertook were monumental in scope but had to be validated, even before attempting to summit our mountain in convincing the powerbrokers that a Tasmanian team would actually be valuable to the AFL.

After consulting with everyone who held a view, analysing all the data, tapping prospective sponsors, interrogating other sports around the world, and debunking every myth we could find, we unanimously signed off our business case as “compelling”. We saw a pathway that benefited Tasmania but also the AFL.

My initial cynicism specifically around the affordability issue was “reality checked” and found positive. The business case stacked up. Tasmania must have its own team – full stop.

But we also had to consider rejection. This time though we didn’t plead through passion, parochialism, fairness, justice even if backed by a robust and reputationally-sound business case. All these can be called out as subjective by those with vested interests to maintain the status quo or offer up plausible deniability.

Oliver Cunningham and Archie Devine are members of the Tassie Devils under-12 side. Picture: Zak Simmonds

I can understand that tactic but history cannot be denied. Look under any rock that is Tasmanian football and the facts expose the truth … they are unequivocal. Simply and honestly, through neglect, the code is in decline.

Look at every team that has entered the AFL post-VFL and you see long-term growth spikes in participation (boys and girls), talent (draftees) and what the AFL appears very focused on, eyeballs (Dollars). These are the facts, pure and simple. Today’s kids (participation) are tomorrow’s AFL supporters (revenue streams). The generational shift in participation in Tasmania is to other sports. Those kids in 10 years will go to the Derwent Entertainment Centre (Basketball) instead of Blundstone or UTAS (AFL). For those that love the game and can influence, ignore this at your peril.

Tasmania in 2020 is one of the most vibrant and exciting destinations in Australia. It’s why I started investing there and is my home away from home. I believe most on the mainland still see a 1990 Tasmania, not the confident state that leads the nation in many economic and quality of life indicators. A now united state that 64,000 people said they would pledge to support — not a northern or southern team but a united Tasmania team.

Sound businesses always protect their home markets before pursuing new growth. Tasmania has produced more than its fair share of talent and is a heartland football state. It shouldn’t need a champion, but it does. Someone willing to be brave and take a decision to seriously consider a complete plan for Tasmanian football. It needs a date, not futuristic platitudes.

Words spoken in 1990 such as, “that there was a genuine prospect of Tasmania having a team in the national competition in the near future – 1995 is a date by which we’d be realistically looking at Tasmania joining” (Alan Schwab) are condescending. Nearly every AFL leader since Alan has acknowledged that Tasmania should have a team and that they can see a horizon when that happens. True leadership goes beyond the horizon to look around the corner. Put a line in the sand and work towards making it happen.

A year-long commitment by the taskforce means we have done all that is in our power to do. We step away knowing we debunked the myths and clearly demonstrated that Tasmania is capable of funding its own AFL team, and that 64,000 people or more have pledged to support it. I believe there remains a window of opportunity here. I believe if this were a pure investment it would be oversubscribed. Tasmania has come a long way in the 30 years since this issue first surfaced. It is a travesty that it didn’t happen long ago.

Originally published as Why a Tasmanian AFL team is more than a pipedream