Richmond’s grand final victory capped another remarkably successful year for the AFL, with match attendances and television ratings up, and the hugely successful launch of the AFL women’s competition in February among major highlights.
2017 has also been a landmark year for the code for other reasons.
CEO Gillon McLachlan has steered the AFL down a path to where the organisation is not only Australia’s dominant sporting code, but also a community leader, influencer and opinion shaper on a number of social issues, including multiculturalism, indigenous rights, violence, gender equality, same-sex marriage, workplace diversity and women’s rights.
The seeds of what many have described as McLachlan’s ‘moral crusade’ were sewn in the criticism the sport received over many decades, where an entrenched culture largely reflected the commonly accepted ‘blokiness’ of football; the final gasping breaths of which we now see being played out by the Nine Network’s increasingly isolated Sam Newman.
It is not just Newman who is unhappy.
Many fans are angry that the AFL seems to focus less on how a player can be cleared to play in a grand final after hitting an opponent in the head with his shoulder, and more on garnering ‘feel good’ headlines from influencing people to vote ‘yes’ for same-sex marriage.
With respect to women, it is the cumulative effect of high-profile incidents over the years including:
Dustin Martin (AAP Image/Julian Smith)
These were the most talked about incidents and in a sense forced the hand of the AFL’s leadership, and no reasonable person could deny that a culture change was both necessary and welcome.
Further, the notion that a high-profile, national women’s competition could be launched by an organisation that continued to fail to adequately address issues around the representation and treatment of women in and around the sport was unthinkable, hence McLachlan’s visibility in leading this change from the front, and the justifiable praise for him facilitating this.
But there is one increasingly large elephant in the AFL Women’s room that, if not addressed soon by McLachlan, leaves him and his organisation open to accusations of gross hypocrisy and selective morality.
(AAP Image/Dan Peled)
Recently, the ABC’s 7.30 Report aired a story of the sacking of Seven Network reporter Amy Taeuber, which came after Taeuber laid a complaint of harassment against a male senior staff member.
The audio that accompanied the report provided an eye-popping insight into an organisation, Seven West Media, that, when faced with the choice of maintaining an entrenched male-dominated workplace culture and protecting its own reputation, or providing a young female cadet with procedural fairness and natural justice, appeared to choose the path of self-interest.
Taken in isolation, Taueber’s fate might perhaps be just another in a long line of whistleblower stories, where nothing good comes of it for the individual who dares step out of line and challenge authority.
But Seven West Media has a history of allegations in regards to the treatment of women, most notably through the behaviour of CEO Tim Worner, whose affair with employee Amber Harrison was exposed in December of last year.
Harrison chose to keep the matter in the public arena and was subsequently crushed by Seven West Media’s legal team in the courts.
Worner was also accused of similar affairs with no less than four other female employees, but in February this year was formally cleared by the Seven West Media board of improper conduct and retained his position at the head of the organisation.
Notably, the day before this announcement, board member Sheila McGregor, one of only two female board members, resigned, citing ‘ethical concerns.’
So why should the actions of Worner and Seven West Media be any concern of the AFL?
In August 2015 the AFL announced a new broadcasting rights agreement totaling $2.5b over six years.
McLachlan taking a seat at the press conference table alongside Seven West Media chairman Kerry Stokes.
Seven’s share of the agreement was said to be worth $900m to the AFL.
In July this year, senior AFL officials Simon Lethlean and Richard Simkiss were forced to resign after reports emerged that they had conducted workplace affairs with female employees.
Simon Lethlean (Photo by Michael Dodge/Getty Images)
While debate raged about the rights and wrongs of McLachlan and the AFL prying too intently into people’s bedrooms, workplace lawyer and Director of Australian Business Lawyers and Advisors, Joe Murphy identified that the issue for the AFL was “not that the executives were married men having an affair, but that their conduct was impacting on the organisation’s reputation” through rumours in the media.
Social and traditional media reaction to Seven West Media and the contrast in its treatment of Worner and Taueber has been scathing. Despite defending its treatment of Taueber – as it is entitled to do – the organisation has suffered, and continues to suffer, considerable reputational damage.
So far, little of that fallout has extended to the AFL.
What has, has largely been contained to Sydney where, in April of this year, Worner resigned from the board of the Sydney Swans, after pressure was applied by female board members, unhappy with their association.
In July, in the wake of the resignation (sacking) of Lethlean and Simkiss, Chairman of the AFL Commission, Richard Goyder, said “we have our own standards and we will live by our own standards.”
What has since become clear is that those standards are ones that are to be applied selectively, according to how expendable (Lethlean and Simkiss), or valuable (Worner and Seven West Media) might be to the AFL.
It is argued by some that the AFL has no influence, and should have no influence over an outside organisation like Seven West Media.
(Photo by Michael Willson/AFL Media/Getty Images)
A view that is incongruous with the AFL influencing all and sundry on any number of matters outside of football.
When it suits, the AFL is eager to tell everyone what they should think and feel on social issues.
Everyone that is except Seven.
There are any number of precedents in AFL football of clubs and sponsors terminating arrangements because their respective values no longer aligned.
For example in 2012 the Melbourne Demons terminated a $2m per year sponsorship deal with ‘Energy Watch’ after its CEO Ben Polis made racist and sexist remarks on social media.
It works in reverse too.
In 2005 the TAC terminated its sponsorship of the Richmond Tigers after player Jay Schulz was busted for drink-driving and speeding.
In 2016 Nissan terminated a major sponsorship arrangement with the Nine Network, citing “comments made by Sam Newman that were broadcast on ‘The Footy Show’ last week do not align with Nissan’s brand values.”
What the Demons, the TAC and Nissan have in common is that, with respect to matching values with actions, they walked the walk.
The AFL meanwhile talk the best game in town, but are selective when it comes to backing it up with action.
Seven West Media’s Worner is reportedly a personal friend of Gillon McLachlan.
It is not known what McLachlan thinks about the names of racehorses that have reportedly been owned or part-owned by Worner; including ‘Chicks Dig Me’, Centrefold Spread’ and ‘Legs Akimbo.’
Moral crusading and social justice advocacy can be sickly enough even when it is undertaken genuinely. But when it is applied selectively, sickly soon begins to taste sour.
To those who say that no organisation is going to turn their back on a $900m business partnership just because of the way that business partner handles a case of bullying, and maintain that it is not a matter for them to become involved, I say that is exactly the point.
The problem with moral crusades is that they are absolute. All in.
If the AFL is genuine about leading society in attitudes to women in general, and their participation in sport then, at the very least, they should withdraw the right from Seven to broadcast next year’s AFL Women’s competition.
A privilege Seven currently pays nothing for.
If they don’t, then what McLachlan has previously described as the AFL’s “cultural journey” is exposed as nothing more than a $900m charade.
Brian
Guest
Just regarding the first half of your article, I think Cotchin not being suspended was almost criminal, and shows the depth of the AFL's corruption. The 7 media case is 7 media and not AFL so they can't really be blamed for that. Thanks for the interesting read.
concerned supporter
Guest
Sage, Thank you for your diligent research.No excuses for AIG or the All Blacks,but there are 10 USA Insurance companies reviewed by Bachus & Shanken LLC.AIG, like most insurance companies hate to pay claims, remember HIH Insurance and FAI both went bust in 2001.The HIH & FAI Liquidators, McGrath Nicol, have still not finalised claims & creditors after 16 years.They have reaped a bonanza in fees. I don't know but presume there are agreements in place with AIG You have a very good point, Sage,but are you, I, and NZ Rugby competent enough to do a proper analysis on AIG? I think that NZ Rugby prefers to sweep it under the carpet.
Paul2
Guest
"I think Geoff is addressing Seven West Media more than the AFL." Yeah, except that the whole point of the article is to bring to our attention alleged hypocrisy on the part of the AFL. "No, I am not saying AFL should walk away from Channel 7 amp;, & neither is Geoff." Well, he did appear to be saying exactly that ("moral crusades are absolute", after all). Still, in fairness he offered an alternative at the end of the article, suggesting that the AFL should have withdrawn Ch7's right to broadcast the AFLW. Seriously though, what good would this "easy out" (Geoff's words) do? How would such a move make the AFL less hypocritical? Could you imagine the howls of outrage and ridicule were the AFL to hold onto the lucrative TV rights for the AFL, and deprive the AFLW of any exposure, all out of a commitment to gender equality? Btw, I'm all for people criticising the AFL. Something a little less simple-minded than Geoff's effort would be nice.
sheek
Roar Guru
Perry Bridge, Firstly you need to take a deep breath & settle down a bit. No, I am not saying AFL should walk away from Channel 7 amp;, & neither is Geoff. However, Gil McLauchlan should broach the subject with Tim Worner about better governance from them in relation to their attitude towards women. Of course, we don't know if this conversation has actually taken place in private. Nevertheless, Channel 7 need to be seen to practising what they preach, especially if they're becoming more involved in the women's game. You're right, I think Geoff is addressing Seven West Media more than the AFL. The interesting thing here is that adults are no different from kids in that they need to be continually reminded of their boundaries. Or in this case, their values. Humans are very good at manipulating values to suit themselves. It takes strong, people, very strong people, to stand up & demand that everybody, especially those in high places, follow appropriate values & standards of behaviour. Gil McLachlan & Tim Worner, as the leaders of their organisations, & paid fabulously well for the privilege, must also demonstrate exemplary behaviour & leadership. It comes with the territory. If you don't like it, don't aim high. Or change your ways for to be a better person. Worner's alleged behaviour leaves a lot to be desired about his quality as a person. i don't know enough about the TAC situation to comment.
Sage
Roar Rookie
https://www.coloradolaw.net/insurance-industry-10-worst-deny-claims/ http://fortune.com/2016/06/13/aig-nfl/ CS, just search them and "fraud" or whatever else you'd like to look into and you'll be surprised how many hits you'll get and how poor their rep is. AB's either don't care or don't know. I'm confident it''s the latter
Perry Bridge
Guest
#Sheek So - what are you saying? The AFL should walk away from Channel 7?? Or try to shop the AFLW elsewhere? The AFL has made a clear 'statement' via the moving on of Lethlean and Simkiss. That ACTION should be enough. It seems to me the issue here is far less with the AFL and far more with Seven West Media. For some reason the author has held the AFL accountable for - and let's be clear here - NOT the business ethics of Seven West Media but rather the personal ethics of it's current CEO. The AFL and Ch.7 partnership is much bigger than that - - this would be like saying the AFL should discontinue Govt partnerships because Barnaby Joyce is a Kiwi!!! The parallel by the author of the TAC sponsorship scenario - doesn't hold water. The TAC is never the major sponsor, never on the jumper - they sponsor one or more clubs - have clauses that allow them to generate a whole lot of publicity and discussion for when they DO pull their sponsorship and generally it embarrasses fairly or otherwise one individual at a club who was the straw breaking the proverbial camel's back. There is NO comparison of this arrangement to the broadcasting deals in place. Whether pragmatically or not - you can't compare.
The High Shot
Roar Pro
Not living in Victoria it's hard to imagine a world where the AFL is "a community leader, influencer and opinion shaper on a number of social issues, including multiculturalism, indigenous rights, violence, gender equality, same-sex marriage, workplace diversity and women’s rights."
DH
Guest
Whoever has the mens game is almost always going to have the AFLW. Same locations, same staff, same talent. They'll always be able to do AFLW better than a competitor. Nothing has been proven against 7 West media or any of the staff of any wrongdoing? One was the SA news room (not a lot to do with AFL) and the other was in Sydney? They're not directly involved in the AFL, so the AFL wouldn't have much sway or interest.
Christo the Daddyo
Guest
You don't understand GWS stands for Greater Western Sydney?
concerned supporter
Guest
Sage, If what you say is true about AIG, then the All Blacks should endevour to find alternate sponsors. Any examples of AIG misdemeanors? The All Blacks coupled with their haka and recent on field success are one of the most recognisable sporting teams in the world.They are New Zealand's best advertisement.
marron
Guest
Yep. The AFL are definitely taking the lead of their fans.
Redb
Roar Guru
mic drop!
Redb
Roar Guru
Yep. AFL too successful.
sheek
Roar Guru
Double wow Geoff, You've managed to upset some people here. I'm fascinated how people can be ultra-sensitive when someone points out the warts in their favourite sport. I don't mind that. True love is accepting something despite it's faults, but being able to acknowledge same. I'm copping the same from rugger buggers in blind love with that imposter comp NRC!!!
sheek
Roar Guru
Wow Geoff, Awesome article, completely agree. Good to bash someone else other than rugby for a change, eh!
Paul2
Guest
Hey guys, I’ve just returned from the possible world in which the AFL withdrew Channel 7’s rights to the AFLW for 2018. The following is a passage from a piece penned by Geoff’s Earth2 counterpart (or some other high-minded keyboard warrior, I’m not sure): “Yet again, the AFL has reached new heights in hypocrisy. McLachlan tells us that Channel 7’s broadcasting the AFLW has become untenable, in view of the ongoing scandals involving Worner and others. Yet while the deal to broadcast the AFLW (for which the AFL received no money in any case) as been canned, it turns out systemic sexism at Channel 7 is no barrier to it continuing to broadcast the men’s league, and to the AFL continuing to pocket the $900m per year. Such an unwavering commitment to moral conduct... when, of course, it doesn’t cost anything."
Mike Huber
Roar Pro
Geoff ...."horses owned or part-owned by Worner; including ‘Chicks Dig Me’, Centrefold Spread’ and ‘Legs Akimbo.’ Appers Tim is quite the Stud , no pun intended . Of course it is his fault that numerous women slept with him , all his fault . Never mind that women have an insatiable appetite for sex and disregarding workplace boundaries . Seems to me that Tim is a Lothario and women are attracted to him - yet again his fault . If Tim was Gay or Transgender the network would be celebrating him regardless of who he slept with . Yet another instance of men being demonized and displaced in society by "Girl Power "....... Spice it up girls!
Sage
Roar Rookie
Mostly Geoff yes, and as I said, I agree with what you're saying here but I think you're being a bit selective. They are different types of hypocritical situations I agree but hypocrisy nonetheless. Your article was about gross AFL hypocrisy and selective morality. If the AB's main sponsor is known to have been convicted of fraud, or more particularly, avoided head injury claims for US footballers, the AB "football" organisation being prepared to accept over 100million from AIG until 2024, that is also selective morality.
TomC
Roar Guru
I haven't seen the term 'moral crusade' used in any AFL reporting. I can't find it by googling. Do you have specific articles in mind, Geoff?
Kurt
Guest
You acknowledge that rugby has some behavioural issues in relation to women and yet are writing a book about rugby that presumably will lead to some personal profit. Hypocrisy! Hypocrisy! Burn the witch! I trust you shall now arrange for all copies of said book to be pulped in order to prevent this moral outrage.