Fortifying the Foundations: A Comprehensive Analysis of AFL Community Clubs' Challenges and Opportunities
Key Findings
- Volunteer Management : Recruitment and retention difficulties, coupled with high burnout rates, significantly impact club operations.
- Finances : Clubs struggle with consistent revenue generation, relying heavily on local sponsorships.
- Operational Complexity: Running a club demands business acumen often scarce among volunteer leadership.
- Inclusivity Challenges: Clubs face ongoing issues in creating truly diverse and welcoming environments.
This report aims to shed light on the challenges faced by AFL community clubs and provide a foundation for addressing these issues collaboratively. By understanding and addressing the identified challenges, we
can support the development of stronger, more inclusive, and sustainable community football programs.
1. INTRODUCTION
1.1 Background
Australian Rules Football has long been more than just a sport; it's a cultural touchstone that binds communities together. As AFL CEO Andrew Dillon aptly stated; "The heartbeat of our game is at the community and grassroots level. A strong community game supports the elite AFL and AFLW competitions, while a strong AFL and AFLW game helps fund and support the community."
This symbiotic relationship underscores the critical importance of maintaining robust, well-functioning community clubs. Recent research from La Trobe University highlights the significant social return on investment these clubs generate. For every $1 spent to run a club, there is at least $4.40 return in social value, encompassing increased social connectedness, improved mental health, enhanced employment outcomes and strengthened civic pride.
Moreover, the AFL has set ambitious participation targets for 2033, aiming to significantly grow the game at all levels. To achieve these goals, fortifying community clubs is of paramount importance. By ensuring that all clubs can benefit from and thrive with best practice operations and opportunities, we create a solid foundation for sustainable growth. This strengthening of grassroots football is not just about meeting numerical targets; it's about enhancing the quality of participation, improving retention rates, cultivating parent goodwill, and creating pathways for players, coaches, volunteers and administrators to reach their full potential.
1.2 Purpose of the Study
In light of the evolving landscape of community sport AFL SportsReady initiated this comprehensive study to:
- Identify and analyse the primary challenges facing AFL Community Clubs, Leagues, and Associations
Assess the critical needs of these organisations to ensure their long-term viability and capacity for growth - Lay the groundwork for a nationwide survey to further quantify and address these challenges
- Identify best practices and educational content that can be shared and implemented across the community football network, elevating the standard of operations and opportunities for all clubs
By addressing these objectives, we aim to create a roadmap for strengthening community clubs, thereby supporting the AFL's vision for growth and ensuring that the benefits of participation in Australian Rules Football are accessible to an ever-widening circle of community members.
2. METHODOLOGY: UNVEILING THE GRASSROOTS REALITY
2.1 Data Collection:
In-depth Zoom Consultations: We conducted 45-minute virtual sessions, creating a safe space for honest dialogue.
Tailored Interview Guides: Recognising the unique perspectives of different stakeholders, we crafted separate questionnaires for Football Associations and Community Clubs.
Expert-Led Discussions: Brad Lloyd, a respected figure in AFL education and community football, steered these conversations, bringing decades of experience to
the table.
4. NEXT STEPS: FROM INSIGHT TO ACTION
-
6.1 Nationalwide Survey
To build on these qualitative insights, we propose a comprehensive quantitative survey. This will allow us to:
• Measure the prevalence and intensity of identified challenges across different regions and club sizes.
• Gather specific data on resource needs and preferences.
• Identify and share successful strategies and best practices. -
6.2 Create a Detailed Research Report
Based on the expanded findings, we will develop a comprehensive research report. This report will be made available to all community clubs, providing valuable insights into the challenges and needs identified during the research.
-
6.3 Developing Supportive Resources
Leveraging the research outcomes, we will create a variety of resources
to assist clubs. These may include educational materials, best practice guides, and toolkits designed to help clubs address the challenges they face and improve their operations. -
4.4 Implementation Roadmap
1. Survey Design and Testing (1 month)
2. Nationwide Distribution (1 month)
3. Data Analysis and Report Compilation (2 months)
4. Stakeholder Consultation on Findings (1 month)
5. Strategy Development and Resource Allocation (3 months)
6. Phased Implementation of Recommendations (18-24 months)
Conclusion: The Future of Community Football
This report highlights the passion and dedication driving AFL community clubs across Australia. It also underscores the challenges they face, from volunteer retention to financial instability. These issues, while significant, are not insurmountable.
Our next step is to listen more deeply to our clubs through a nationwide survey. We aim to understand their unique situations and gather innovative ideas from those on the front lines. By collaborating with clubs, we can develop practical, welcomed solutions that address their specific needs.
Together, we can support the growth of a thriving, inclusive community football landscape. The future of AFL is rooted in our local clubs, and we're committed to supporting them every step of the way.