Fortifying the Foundations: A Comprehensive Analysis of AFL Community Clubs' Challenges and Opportunities

AFL SportsReady June to August 2024

Key Findings

  1. Volunteer Management : Recruitment and retention difficulties, coupled with high burnout rates, significantly impact club operations.
  2. Finances : Clubs struggle with consistent revenue generation, relying heavily on local sponsorships.
  3. Operational Complexity: Running a club demands business acumen often scarce among volunteer leadership.
  4. 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

The research employed a qualitative approach to gather data on lived experiences, emotions, behaviours, and the meanings individuals attach to them. This method was chosen for its ability to provide a deep understanding of complex concepts, social interactions, and cultural phenomena. It was particularly useful for exploring the reasons behind certain occurrences, interpreting events, and describing actions within the context of community clubs, leagues, and associations.

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.

  • 1. Recruitment and Retention of Volunteers

    The most consistently cited issue is the difficulty in recruiting and retaining volunteers. The high burnout rate due to extensive commitments and lack of formal training significantly impacts the clubs' ability to function effectively. "It's like trying to fill a leaky bucket," one club president shared. "We gain a few dedicated souls, but lose just as many to exhaustion."

  • 2. Revenue Generation and Funding Challenges

    Securing consistent revenue streams is a major concern, with clubs relying heavily on local sponsorships and struggling to find significant sponsors. Economic conditions and competition from other sports exacerbate this issue. A club treasurer painted a vivid picture: "We're always one bad season or one lost sponsor away from serious trouble. It's a constant juggling act."

  • 3. Operational Management

    Running a club is similar to managing a small business, facing challenges in compliance, financial management, governance, and infrastructure. Many clubs are male-dominated, with a noticeable lack of female representation in leadership roles. "Sometimes it feels like we spend more time on paperwork than on the field," lamented one club secretary.

  • 4. Parental Involvement and Engagement

    The varying levels of parental involvement, particularly beyond early participation, are a concern. Managing parental expectations and conflicts from coaching decisions and team allocations are a challenge.

  • 5. Coaching Quality and Player Development

    There is a significant need for skilled coaches and consistent player development programs. Maintaining a balance between competitiveness and enjoyment is crucial.

  • 6. Culture and Inclusiveness

    Challenges in promoting diversity and inclusion, including resistance to change, and integrating women's football. "We want to be a club for everyone, but sometimes we don't know where to start," admitted one club president.

  • 7. Alternative Formats

    The limited availability and promotion of alternative game formats like AFL 9s present an opportunity for growth that is not currently being fully exploited.

  • 8. Facilities

    Inadequate facilities are a significant bottleneck for growth, particularly with the introduction of women's game. A facilities manager shared, "We're turning people away because we simply don't have the space or appropriate changerooms. It's heartbreaking."

  • 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.

Appendix 1

Consultation Data

Collapsible content

Consultations by State Figures

Victoria 6
South Australia 1
Tasmania 1
Queensland 1
Western Australia 1
New South Wales 1

Table 1 Consultations by State

Consultations by Type Figures

Community Club 7
State League 2
Association 2

Table 2 Consultations by Type

Appendix 2

Interview Running Sheets

Collapsible content

Interview Running Sheet: Football Association Interview

Preparation: 10 Minutes

Review the association's website/publications for background knowledge.

Interview Duration: 45 Minutes

1. Welcome and Introduction (5 minutes)

Welcome: Introduce yourself as a consultant for AFL SportsReady.

Purpose of the Interview:

  • Explain how the interview will contribute to a questionnaire for football associations to identify key challenges and opportunities, ultimately publishing a report with recommendations and solutions.
  • Highlight AFL CEO Andrew Dillon’s support for football associations and their clubs: "A strong community game supports the elite AFL and AFLW competitions, while a strong AFL and AFLW game helps fund and support the community."
  • Cite the social impact of football associations and clubs based on La Trobe University's research.

Structure and Duration: Outline the structure and duration of the interview.

Confidentiality: Assure confidentiality and encourage honest feedback.

Recording: Advise that the interview will be recorded for transcribing purposes only, and no footage or content will be used without permission.

2. Warm up questions (5 minutes)

  • Can you tell me a bit about your association and its history?
  • Do you have any published reports I can access that contain stats on your size, number of clubs, structure, etc.?

3. League Management and Support (10 minutes)

Q1: Can you describe how your association manages its league of clubs? (structure,
positions, management, etc.)

Q2: What are the main challenges your association faces in supporting clubs within
the league?

Q3: How do you currently train and support club administrators and volunteers?

Q4: What kind of support or resources would help improve your association’s
management and support for clubs?

3. League Management and Support (10 minutes)

Q1: Can you describe how your association manages its league of clubs? (structure,
positions, management, etc.)

Q2: What are the main challenges your association faces in supporting clubs within
the league?

Q3: How do you currently train and support club administrators and volunteers?

Q4: What kind of support or resources would help improve your association’s
management and support for clubs?

4. Club Operations and Needs (10 minutes)

Q5: What aspects of running a club do you find most challenging for your member clubs (e.g., volunteer development, player recruitment)?

Q6: What additional resources or support would be most beneficial for your clubs?

Q7: Would a comprehensive accreditation model and toolkit from the AFL support your clubs’ operations? (Discuss the benefits of accreditation for clubs.)

5. Engagement and Involvement (5 minutes)

Q8: How involved are parents and the broader community in club activities and operations within your league?

Q9: What challenges do you face in engaging these stakeholders and keeping them
involved?

Q10: How do you currently communicate with parents and community members
about club activities and volunteer opportunities?

Q11: What kind of support or resources from AFL SportsReady would help increase parental and community involvement?

6. Revenue Generation and Financial Support (5 minutes)

Q12: What are your association’s primary sources of revenue?

Q13: What challenges do you face in generating consistent revenue for your association and clubs?

Q14: How could we assist your association in developing new revenue streams?
(Sponsorship, events, shared costs for training, etc.)

7. Player Development and Retention (5 minutes)

Q15: What programs or initiatives does your association have in place for player development?

Q16: What challenges do you face in developing and retaining players at different age levels?

Q17: What type of support or resources would help enhance your player development programs?

8. Alternative Formats and Inclusivity (5 minutes)

Q18: What alternative formats of the game (e.g., non-competitive leagues, social games) do you offer or think would be beneficial for players not interested in elite pathways?

Q19: How do you address the needs of players from culturally and linguistically
diverse backgrounds within your league?

Q20: What challenges do you face in implementing and promoting these alternative formats and inclusive practices?

9. League Culture and Inclusiveness (5 minutes)

Reference the AFL Players Association's findings on the correlation between club
culture and ladder success.

Q21: Have you experienced any issues with inclusiveness, such as integrating women’s football or promoting diversity within your league?

Q22: How have you addressed these inclusiveness issues within your association and
clubs?

Q23: What support or resources would help your league foster a more inclusive and
welcoming environment for all members?

10. Open Discussion and Closing (5 minutes)

Q24: Are there any other pressing issues or challenges your association and clubs are facing that we haven’t discussed?

Q25: What additional support or resources would make the biggest difference for your association and its clubs?

Q26: Do you have any final thoughts or suggestions?

Closing

Thank the interviewee for their time and insights.

Confirm the best way to stay in touch for follow-up questions or updates.

Collapsible content

Interview Running Sheet: Community Club Interview

Purpose of the Interview:

Explain the purpose of the interview and how it will contribute to the
development of a questionnaire for all community clubs that will focus on their
burning issues and will be used to publish a report with recommendations and
suitable solutions.

Highlight AFL CEO Andrew Dillon’s support for community clubs with his
statement: “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.”

Cite the social impact of community clubs as per La Trobe University's research: “The social return on investment for an average community football
club indicates that for every $1 spent to run a club, there is at least $4.40 return in social value in terms of increased social connectedness, wellbeing, and mental health status; employment outcomes; personal development; physical
health; civic pride and support of other community groups.”

Structure and Duration: Outline the structure and duration of the
interview.

Confidentiality: Assure confidentiality and encourage honest feedback.

Recording: Advise that the interview will be recorded for transcribing purposes only and no footage or content will be used without permission.

1. Welcome and Introduction (5 minutes)

2. Warm up questions (5 minutes)

Can you tell me a bit about your club and its history?

Do you have any published reports I can access that contain stats on your size, playing numbers, structure etc. 

3. Gameday Workforce (10 minutes)

Q1: Can you describe how your club manages its workforce? (structure, positions, management etc.)
Q2: What are the main challenges you face in recruiting and retaining volunteers?
Q3: How do you currently train and support your volunteers?
Q4: What kind of support or resources would help improve your workforce management?

4. Community Operations (10 minutes)

Q5: What aspects of running your club (e.g., volunteer development, player recruitment) are most challenging?
Q6 What additional resources or support would be most beneficial for your club?
Q7: Would a comprehensive accreditation model and toolkit from the AFL support your club’s operations? (Discuss what the benefits of accreditation might mean for a club)

5. Parents Involvement (5 minutes)

Q8: How involved are parents in your club’s activities and operations?
Q9: What challenges do you face in engaging parents and keeping them involved?
Q10: How do you currently communicate with parents about club activities and volunteer opportunities?
Q11: What kind of support or resources from AFL SportsReady would help increase parental involvement and support?

6. Revenue Generation (5 minutes)

Q12: What are your club's primary sources of revenue?
Q13: What challenges do you face in generating consistent revenue for your club?
Q14: How could we assist your club in developing new revenue streams? (Sponsorship, events, shared costs for training)

7. Player Development (5 minutes)

Q15: What programs or initiatives does your club have in place for player development?
Q16: What challenges do you face in developing players at different age levels?
Q17: What type of support or resources would help enhance your player development programs?

8. Alternative Formats (5 minutes)

Q18: What alternative formats of the game (e.g., non-competitive leagues, social games) do you offer or think would be beneficial for players not interested in elite pathways?
Q19: How do you address the needs of players from culturally and linguistically diverse backgrounds?
Q20: What challenges do you face in implementing and promoting these alternative formats and inclusive practices?

9. Club Culture and Inclusiveness (5 minutes)

Reference the AFL Players Association's findings in their Insights and Impact report, which highlights a strong correlation between club culture and ladder success.
Q21: Have you experienced any issues with inclusiveness, such as integrating women's football or promoting diversity?
Q22: How have you addressed these inclusiveness issues within your club?
Q23: What support or resources would help your club foster a more inclusive and welcoming environment for all members?

10. Open Discussion and Closing (5 minutes)

Q24: Are there any other pressing issues or challenges your club is facing that we haven’t discussed?
Q25: What additional support or resources would make the biggest difference for your club?
Q26: Do you have any final thoughts or suggestions?

Closing

Thank the interviewee for their time and insights.

Confirm the best way to stay in touch for follow-up questions or
updates.