Presentation

Key aims of the AFL

The few years previous to 2005 saw a big change in the external coverage of the AFL
players on and off the field and The AFL as an organization. This was reflected in the
internal efforts of The AFL to increase CSR and public awareness of it along with key
developmental and financial plans.

Key aims and objectives have been outlined in annual reports, summerising the AFL’s
focus, strategies and concerns. All of which contribute to the overall brand
development of the AFL.

In most years the AFL have set out very clear focuses in their annual reports,
including community relationships, player support and national and international
growth of the game. ‘Development of the game’ being a repeated phrase it becomes
clear that whilst much importance is placed on the community and CSR work
being done it is all in favour of growing the AFL brand.

Growing media coverage and interest, attendance and participation are clear
indications. (relevant?)

The AFL’s objectives have had little actual change, with only renaming and
categorizing of yearly focus occurring. The AFL have repeatedly focused on
‘growth of the game’

Media coverage and branding perhaps show the greatest change. Ever increasing
numbers of reporters and media channels to get information are fully exploited by the
AFL but are fueled by public interest in the sport. (rephrase perhaps?)

The lack of changes to the aims of the AFL and our research suggest little avenues
for feedback. The AFL focus aims around their figures and success and there are
little ways for people to say “ You should focus on Australian communities” or “the
sport doesn’t need to go overseas, it’s Australian”. etc

Why do CSR?
Brand management
Though it is a sporting organization the AFL is still an organization, meaning that it’s
brand and reputation are an important.

- Extensive branding studies in they generate statistics like “46 % think the AFL as
community oriented” and “59% of people nationally have an interest”. BUT there is
little room for or interest in feedback on issues
- As there is no indication to how this information is gathered and still no room for
answers other than agreeing, disagreeing to a degree. The AFL again don’t see
feedback as a concern but want to appear to care about public interest.
- The goal of such marketing remains to maximise attendances and television
audiences while delivering outcomes to game’s key stakeholders – players, clubs,
supporters and venues. Not create direction for the brand.

Reputation management
The AFL acknowledge their importance in the community and that their players are
viewed as role models.

- CSR is well publicized and promoted by the AFL, press agentry

- players discretions that may taint the reputation of the brand are handled
diplomatically and largely through press conferences and media releases.

Stakeholder groups
The AFL have a many different stakeholders, from cooperate financial partners, to
sponsors, to fans and thus have to try and manage these stakeholders fairly.

The AFL do this through CSR, a vital part of their stakeholder management.
Community programs and development shows sponsors in a positive way through
association and further funding opportunities and pleases the community.

Nationalism
‘Australia’s only indigenous sport’ The sense of nationalism in the phrase is evidence
of the importance of the AFL feels it has to the Australian identity. Brand studies,
participation and attendance support this.

-As well as sponsorships with Australian beer companies and Four N Twenty pies, the
AFL associate typical Australian life with their sport and capitalize on this.

- The trade off however is that they are in turn representing Australia, and therefore
have to do so in a flattering and responsible way. By involving themselves in
community work CSR helps them maintain their image in being a part of Australian
life.

Media coverage

Growing interest in all facets of the AFL, marked by ever increasing attendance,
participation and online, newspaper, radio and television audiences.

- The coverage of the AFL was also kidded into overdrive from only seasonal
coverage, to 24/7 reporting all year round.

- This also ties back into reputation management as scandals are now largely
publicized. Calling for quick responses to issues through all media forums.