Following the news that Kevin Sheedy has left Greater Western Sydney to return to Essendon in a commercial role, let’s take a look back at how he turned the AFL’s youngest club into one that will soon contend for finals, and quite possibly a premiership, in the near future.
On July 25, 2007, it was announced that after almost three decades of good service to the Bombers, Kevin Sheedy’s time as coach of the club would end at the season’s conclusion.
During his tenure the Bombers won four premierships and produced greats such as Tim Watson, James Hird, Matthew Lloyd and Dustin Fletcher.
At the time it appeared that Sheedy’s time in the AFL was up. He had been approached to coach the Melbourne Demons, whose coach Neale Daniher resigned as the Dees slowly descended into the lightweight club it is today, but the top job ended up going to the late Dean Bailey.
More than two years after finishing as Essendon coach, Sheedy was again at the forefront of a major coaching announcement on November 9, 2009, when he signed on to become the inaugural coach of the Greater Western Sydney Football Club, signing a three-year contract.
The first two years basically involved building the team through the junior leagues (and subsequently the AFL Drafts), leading their reserves side through the 2011 NEAFL season and being left, right, front and centre of their campaign to gather as many members as possible ahead of their entry into the AFL in 2012.
It was during this time that Jeremy Cameron, Adam Treloar and Dylan Shiel first arrived at the club as unknowns. Now, the trio are crucial cogs as the club targets a maiden finals appearance.
One of Sheedy’s first major coups was landing the signature of Israel Folau, who was at the time starring for the Brisbane Broncos in the National Rugby League and flying for Queensland in the midst of their eight-year State of Origin dominance.
The signing of Folau was seen as a major risk for the club, as he had never played Australian rules football before and was thus stepping into the unknown. His foray into the sport would last just two years, after which he switched to rugby union to feature in the Waratahs’ 2014 Super Rugby-winning side.
As their entry into the big league loomed, more players signed on.
The first officially AFL-listed player to join the club was Adelaide defender Phil Davis, whose departure from the Crows led to football operations manager Phil Harper labelling the move “bloody disappointing”.
The big names continued to arrive – Tom Scully (from Melbourne), Rhys Palmer (Fremantle), Callan Ward (Western Bulldogs), Luke Power (Brisbane Lions) and Port Adelaide pair Dean Brogan and Chad Cornes all signed on before the club raided the Draft late in 2011, with names like Jonathan Patton, Stephen Coniglio, Will Hoskin-Elliot and Toby Greene joining.
On March 24, 2012, the club finally entered the Australian Football League, debuting in a local derby against the Sydney Swans to commence the season.
In a commendable performance, the Giants lost by 63 points – far less than what many AFL experts had predicted pre-match. Twelve months earlier, the Gold Coast Suns lost their first AFL match against Carlton by 119 points.
On May 12, 2012 the club defeated fellow AFL infants the Suns by 27 points at Manuka Oval in Canberra for their first win.
Their first win in Sydney was also worth the wait; after weeks of being battered, bruised and humiliated on the field, the club led from start to finish to defeat Port Adelaide by 34 points at Skoda Stadium in Round 19.
Not only was it their first win in their own backyard, it was also Kevin Sheedy’s 1000th VFL/AFL game as a player or coach.
In the end, just like the Suns before them, the club unsurprisingly struggled their way to the wooden spoon, which was Sheedy’s first as either a player or coach. The closest he had previously come to finishing last was when Essendon finished 15th in 2006 following a season ruined by injuries to key players, none more so than the serious hamstring injury suffered by captain Matthew Lloyd in Round 3.
Sheedy agreed to another year as Giants head coach, after which Leon Cameron, plucked from AFL powerhouses Hawthorn to become his right-hand man, would take over from the 2014 season onwards.
The club suffered through the second-year blues as they dropped their first 17 matches for the season, before breaking through for their only win of 2013 against the Melbourne Demons at home in Round 19.
After coaching at home for the final time in Round 22, 2013 against Richmond for a 121-point loss, Sheedy farewelled the AFL coaching arena for the last time against the Gold Coast Suns at Metricon Stadium, bowing out with an 83-point loss. He then handed the coaching clipboard to Cameron, who took the club to six wins in 2014 to move off the bottom of the ladder.
But Sheedy’s involvement with the Giants didn’t end there. He remained at the club in a commercial role, helping to continue to grow the game of Australian rules football in what is traditionally rugby league territory.
Such was his efforts in not only building the club, but also putting it on the western Sydney map, that he was recently named the club’s first Life Member, or, as the club put it, a “Giant for Life”.
The Giants will pay tribute to him when they play Essendon, Sheedy’s former club, at Spotless Stadium in the NAB Challenge on Friday night. When they meet again at the same venue in Round 19 of the premiership season, Sheedy will be back in the red and black but will still be respected by the club he built in western Sydney.
Since the club entered the AFL in 2012, participation in the sport has grown by 70 per cent, and just recently they was able to secure Jeremy Cameron to a five-year contract up until the end of 2020.
Under Sheedy, Cameron achieved All-Australian status in 2013, kicking 62 goals for a side that could only win a single match all year. His second AFL season was labelled as being better than that of Buddy Franklin’s.
Sheedy will leave the GWS Giants a much better place than when he first arrived, with the club poised to continue climbing up the ladder after an improved 2014 season on the field, this coming despite a huge financial loss off it.
He returns to a club that has lost their way since the sacking of Sheedy’s successor as head coach, Matthew Knights, in 2010. The 67-year-old will fill a commercial and marketing role at Essendon, whose image has taken a battering as a result of the supplements controversy.
He is the latest ex-Essendon identity to return to Windy Hill in recent times, following James Hird (restored as senior coach after serving a 12-month suspension), Mark Harvey (three-time premiership player, former assistant coach and former Fremantle coach) and Matthew Lloyd (270 games for 926 goals).
Former Melbourne coach Mark Neeld also joined the Bombers last October, given the role of developing the club’s younger players.
Sheedy’s return to Windy Hill sees his AFL odyssey go full circle, completing something of a restructure of the club’s board, and will almost certainly be his final involvement with any AFL club in any capacity as he closes in on the age of 70.
When people look back on the GWS Giants in the years to come, they will never forget the legacy that Kevin Sheedy left at the club, from the coaches’ box to the club’s board.
That’s why the club’s best and fairest award is named the Kevin Sheedy Medal.
May the club continue to prosper in the AFL post-Sheedy.
bernie jones
Guest
kevin sheedy and the afl have ruined the afl for the next five years they win 2016 and in 2017 have 5 of first 20 draft picks what genius approved this just stupid
TW
Guest
DB Swannie, You have obviously searched the internet trying to find negative stories about our game offshore. I will in return find positive stories to counteract that situation. The game is expanding in China but totally agree has stalled in Tianjin probably because no local presence at this time. However elsewhere Chinese locals are getting involved with great assistance from the expats living locally. Info below from AFL Asia site and thanks to them South China Australian Football League (SCAFL): Originating as games between Hong Kong teams, the League was created in 2011 to include teams from the surrounding areas in China. It comprised the Macau Lightning, Guangzhou Scorpions, Hong Kong Reds/Typhoons, Hong Kong Blues/Cobras, Lantau Lizards and the Hong Kong Gaelic team was added in 2013. The Guangdong Seagulls a local Chinese team joined in 2014. Guangdong Australian Football League (GDAFL): After experiencing Australian Football in the SCAFL local chinese teams were created and play regular “metro” footy 10-a-side round robin tournaments. Teams include Guanzhou Scorpions, University Seagulls, Dongguan Giants and Huizhou Hawks. North East Asia Australian Football League (NEAAFL): In 2014 we aim to introduce a North East Asia AFL that would include Beijing, Shanghai, teams from Japan and hopefully a yet to be established team from Korea. Tianjin is South East of Beijing so eventually that ground that was built maybe utilised in this league. Remember folks International Footy is growing "organically" according to AFL House. Translated into plain English that means being self funded in the main.
Bondy
Guest
Dalgetty Correct, good luck with things ,it should be a bumper AFL season .....
Dalgety Carrington
Roar Guru
As I've said Bondy, I don't think Sheedy was really a good fit for an ambassadorial role into a pioneer territory. I can see why he was chosen, but it wasn't an exact fit. A bit like sending a rough at the edges older uncle to sweet talk a girl you may be interested in. He essentially would try his best, mean well, but it's pretty likely there's going to be plenty of misunderstandings. What I have noticed is that many of the anti-AFL/GWS posters on this thread have replied in ways that it seems they have not read the post they are replying to properly, and/or read things into that just aren't there, and/or are just replying with an off-the-shelf comments filled with straw men that are out of sync in significant ways. This is happens post after post, so I'm suspecting if they're not really tuned in here, maybe they're doing the same sort of distorted filtering with the Giants and the AFL out there.
jax
Guest
GWS is at least a 25 year investment that needs at least one generation to bear fruit and the AFL knew that before they invested. The AFL won't be drawing final conclusions on GWS for a long time yet and they have the funds to support it for many more years and they will. It's foolish to be calling it a failed experiment when there is still so much water to pass under the bridge. They are only taking their training wheels off this year.
jax
Guest
It was very smart of them to take the longer route and cop the early losses by playing kids. The kids are becoming men and their march up the ladder starts this year.
jax
Guest
If you understood how talented their list is you too would feel pretty confident that they will be playing finals in 2016 or 2017. It would take a monumental FU for them not to.
db swannie
Guest
Lol x1000 Any news from Afl wherever is usually spiced up to sound good . Remember all the fanfare over the growth in China . Formation of teams . A new oval .. Had people like you TW all excited . Yet Reality is far different to the propaganda . Lol AN AFL oval launched in China with much fanfare and a $1.5 million investment has been sitting unused with a power pole in the field of play. Melbourne City Council Lord Mayor Robert Doyle and two other councillors opened the oval in 2011, during an $18,000 ratepayer-funded trip to China, but since the launch the ground has sat idle. At the time, the council said the oval was the result of a five-year collaboration between the City of Melbourne, AFL and Melbourne Football Club. The council even enlisted Melbourne architect firm Thomson Perrett to design and deliver the oval. In 2011, Melbourne Football Club chief executive Cameron Schwab said the club was excited about supporting a team in the Tianjin region — to be called the Demons. Since then the growth of the game in the region has stalled — with the Tianjin Demons failing to be formalised.
Uncle Junior
Guest
We keep hearing Giants have big corporate backing. If this is true why did the AFL need to give the Giants a $20 million cash injection in 2014 and the Giants still made a loss of $1/2 million. Over 6 years the AFL owners will inject $85 million into the Giants. Why are the owners of GWS required to keep putting their hand in their pocket for such huge cash injections, if the club is so flush with corporate sponsorship?
TW
Guest
Actually the game now has a presence in 6 Indian States. AFL Richmond has some players go there last year and they took a ground curator with them who visited the a couple of the major cricket facilities to explain how in Australia they juggle cricket and footy usage. It appears that very slowly the indian population is checking out other sports to get involved with. Read on to their official Web Page. http://aflindia.org/
TW
Guest
Why indeed. The game over there is now established in the community which was assisted by those signings at the time. The article below talks about the Under 15 comp the Fijiians won last December - I repeat U15`s. which is ok for the future- There is now a Womens Comp up and running as well. The regular season is about to get underway with several teams involved. Check out their Facebook page for more info. http://www.afl.com.au/news/2015-01-06/fiji-wins-2014-afl-oceania-cup
Bondy
Guest
Dalgety What I believe people have taken exception to is a distorted view of Sheedy and he's job working in Sydney's West he's being portrayed as laying down this wonderful legacy where in truth nothings really happened he's offended the locals more often than not for not following the sport immediately subsequently distancing the locals even more . I reflect if AFL were to establish a team in NZ the model or test case would be to do the exact opposite to what Kevin has done in Syd's West that way success would come a lot quicker and smoother .Also this is an Internet forum not spoon fed goo by The Age or Herald Sun where people get a distorted or deranged view of things, people have a genuine right of reply here at this website unlike other websites ...
Bruce
Guest
Jeremy, there's actually 40 million AFL ovals (in waiting) in India - the games taking over. LOL......
ciudadmarron
Guest
apologies Dalgety, I debated briefly whether or not to respond in that way as I wasn't sure! misjudged (but, I know its hard over the internet.... most of my posts are written with a smile, I'm aware though they don't always read that way...). And on that note, I speak only personally re: shooting the breeze. that's not to say I'm not serious about it - I actually am interested in what happens; I'm also interested in narratives and the way they develop around these things. I think that yes there are plenty out there to criticise alone. Like I touch on with AR there though I think that a lot of that is more about assumptions that are made about the region by those south of the border and by the AFL/Giants organisation. Assumptions about western Sydney, assumptions about the the popularity of the code. The giants really don't have a presence in western sydney. But we get told all sorts by people who aren't here making judgements about their success in that department.
conchie
Roar Rookie
Poor rugby league Keep up the good fight
Twatter
Guest
Interesting to see the Wanderers at home last night against the biggest A-League club and only a half full small stadium. Sydneysiders sure are fickle. AFL can easily get WSW sized attendances and more when you get travelling fans that do travel for AFL unlike the other lesser codes like soccer and rugby.
Dalgety Carrington
Roar Guru
ciduadmarron, I'm not sure you've really read what I've said too closely. The only thing I really directed at you specifically was the comment that I wouldn't be using this forum as your only guide. The other "keyboard" comment (it was moderated by the eds to remove a fairly tame word I thought, but changed it's specific point a little), which came from your post but was directed in a generally to the was that Sheedy was out there doing something in the real world, whether you agree with his methods or not (and I didn't think he was overly well equipped to do it in the best way), while people posting here get all riled up and self-righteous, but do nothing really other than complain and focus on the negative. But I've never said, or even intimated, anyone can't post on the topic have I? (although nice use of #16 in the "Internet Forum Strategies to Gain Some Moral High Ground Manual" there) The basis of them though, I'm happy to have a go at. I don't really get the sense many of those comments are "shooting the breeze", as it were. There's a certain desperate cynicism to many of the comments. dbswannies comment below is an example, where it's like he's cut and pasted a comment he's pre-prepared rather than actually replied to a post specifically. I reckon many have got their hump up purely because they feel Aussie Rules is encroaching on their territory and are more than willing to ride out in whatever posse is headed out to fight the scoundrels. So it's not really about trying to establish what is actually going on, or that there is any good to come of it, but to use every device and excuse to be hyper critical.
ciudadmarron
Guest
@Dalgety If you notice I said I can only speak for myself. I know others of a similar opinion though, and have spoken to people who have had similar experiences to Col below. You don't know what I do in my community so I get the keyboard warrior comment but this website is for shooting the breeze and if people/organisations can't be criticised unless one does a similar job or whatever then we might as well just shut down the internet. @AR I'd say not jealousy but resentment at a perceived arrogant interloper. It didn't need to be that way. With regards to breakfast point, if it was JUST that it would be a non issue as it is for other clubs. Thing is, the Giants made a song and dance about it in all their media, how they had this little gated enclave for themselves. Articles kept referring to it as "Sydney's west". It's not. Just as homebush isn't, where the entire club is now based. Just as Canberra isn't. It's emblematic of the attitude, which has also extended to their involvement with existing aussie rules clubs and communities who are ignored (except for the Auburn ladies! Got to run a few photos in the weekend supplement!) Rather than engaging with western Sydney, they've chosen to run away, to the point where they've even admitted on various occasions that it's hard to attract young players to western Sydney. What kind of message does that send to the community? You are right about the mainstream. The reality is the mainstream don't give two hoots - and this is apparent anywhere in western Sydney in terms of visibility and conversation. The Aussie Rules crowd has always been a niche one - but when they have been alienated, it's not just a bit of clumsiness, it's feeding into the idea that this organisation is arrogant and oblivious to the culture of the place they supposedly want to be a part of.
Jeremy
Guest
They didn't realise in Melbourne just how far in Sydney traffic it is from Mascot to Dharruk. When parents of prospective GWS kids were brought to Sydney they were shown around the city, harbour & Breakfast Point. They never took them out to the west. The AFL figured if these people saw the real west they would never let their boys sign on. http://www.adelaidenow.com.au/news/greater-western-sydney-players-call-luxurious-breakfast-point-home/story-e6frea6u-1226308632189
Jeremy
Guest
Over 40 potential AFL grounds in waiting in India http://en.wikipedia.org/wiki/List_of_cricket_grounds_in_India