TOM MORRIS: The AFL's hierarchy is in shambles - and it's nothing less than a failure of governance

By Tom Morris / Expert

Nobody barracks for the AFL. Not you. Not me. Nobody.

Fans support clubs, the sport, and its assortment of superstars, making the league itself the easiest whipping boy in the playground.

When the game is ugly, blame the AFL. When the umpires err, blame the AFL. When the clubs complain, it’s the AFL’s fault.

Often these grievances are hyperbolic and petulant. Footy is in a great place. I can’t remember the last time we saw such an even season.

But occasionally, the AFL gets it wrong. Yes, like any other multi-million-dollar entity, they make mistakes – even if in my experience, they are a far more cohesive and effective body than Cricket Australia, though that’s not saying much.

For an organisation that prides itself on getting stuff done, the last 12 months have been extraordinarily laborious for the AFL. Everything has moved in slow motion, like a ruckman loping along the wing, only to be run down by a speedy opponent. We can all see what’s happening, except for the ruckman, who is gloriously oblivious.

In this case, the AFL is the ruckman. And it’s painfully slow to watch it all unfold.

It must be said, Gillon McLachlan has been an excellent CEO. He pushed the code through COVID-19 and, like Andy Dufresne in The Shawshank Redemption, came out clean on the other side. He’s signed multi-billion dollar pay deals with broadcasters, and the AFLW is a key component of his legacy.

But why is he still there? It’s the longest goodbye in the history of goodbyes. His dawdling transition out of the main chair has meant everything else is on hold.

A handover window of a month or two would have sufficed, but as things stand, he will not finish until the week after the Grand Final, 11 months after his initial announcement. Eleven!

Gillon McLachlan. (Quinn Rooney/Getty Images)

Not even tense negotiations around the Hawthorn racism scandal should have led to McLachlan’s lingering involvement for almost a year.

Naturally, his continued presence as a sort of lame duck CEO has meant very little else can get done at AFL HQ.

According to officials from around the country, the most pressing issue for the league is a lack of senior, quality, knowledgeable, football staff.

Speak to clubs as I have, and they will tell you the chasm at the top of the AFL is monumental.

I write this through a lens of knowing clubs love to complain, so I don’t say this lightly: their frustrations are not just palpable, but entirely fair.

Current Essendon coach Brad Scott left last September, and the game still lacks a full-time football boss. Not only that, but by Scott’s own admission, interim GM of football Laura Kane has been overworked to the bone.

Eventually, the structure will see Dillon as the CEO and a 2IC just below him. Then, as the third banana, there will be a footy boss, probably with help from other staff.

Dillon wanted Richmond chief Brendon Gale, but he has rejected the AFL’s advances. I understand his reasons largely relate to what was offered, not necessarily financially, but in regard to the entire package.

For Dillon to court Gale so strongly and fail is a significant early setback for the CEO-elect. It must also be noted Gale went for the position Dillon ended up winning. He’s hardly going to leave Richmond for a job which fails to offer the scope of responsibility he initially sought and failed to achieve.

So, with Gale out of the equation – and presumably with one eye on the Tasmania team CEO job in the next 12-24 months – the AFL is back to square one. Who are the other contenders?

Firstly, Dillon wants an AFL club CEO to fill the position. It’s more senior than Scott or Steve Hocking before him, so a current GM of footy at a club won’t suffice.

He needs whoever fills the job to essentially be the AFL’s chief operating officer, adept at negotiating broadcast deals, understanding fixture complexities, speaking to the media, and working closely with clubs, governments, and other key stakeholders.

The position is more powerful and wide-ranging than any 2IC in the history of the AFL. The portfolio is large, and there are only three current CEOs who fit the mould.

One is Fremantle boss Simon Garlick, who is a close friend of Dillon. Garlick has repeatedly stated his intention to remain at the Dockers. A change of heart would be a serious backflip.

Another is Sydney chief Tom Harley, who is highly regarded but settled in Sydney. He was also in the mix for the AFL CEO job before Dillon got it. Harley has told the Swans he is not going anywhere. Presumably, he’d need something irresistible to change his mind.

Andrew Dillon. (Photo by Dylan Burns/AFL Photos via Getty Images)

And then there is Ameet Bains, who has been in charge at the Western Bulldogs for almost six years. Bains is a lawyer by trade and well respected by Dillon and other senior staff at the AFL. With all of their eggs in the Gale basket, the league is yet to speak to him formally.

Garlick, Harley and Bains are all comfortable in their roles. They don’t need the AFL as much as the AFL needs them.

History tells us whoever Dillon appoints will end up succeeding him as league CEO. It’s what has happened the last two times the baton was handed over.

While it’s too early to lock in a successor, Dillon would surely be aware of the magnitude of his decision. He needs a polished media performer and someone he can work closely with daily, but also trust to be autonomous in the AFL’s varying pursuits.

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The footy boss job, which has been vacant for 11 months, is slated to be more operational. The Match Review Officer, club issues, umpires, and Laws of the Game are all likely to fall under the remit of whoever wins the role.

Kane is rated by those who have worked with her, but there are doubts over her experience as a salesperson for key decisions. Port Adelaide football boss Chris Davies has been spoken to but will stay in South Australia for at least one more year, while McLachlan played an active role in getting Josh Mahoney to Essendon as the Dons’ GM of footy.

Whichever way this all goes, it has gone on far too long. The AFL endeavouring to employ two senior football staffers, while losing Travis Auld to the Australian Grand Prix Corporation last month, is a tacit admission they have been understaffed by two people all year – and three people since Auld’s departure.

In addition, there are three vacant commission spots which are yet to be filled.

How can an organisation as powerful as the AFL not make its own wheels move quicker than a rusty semi-trailer? It’s mind-boggling.

Yes, these issues will eventually be solved. The game will continue to prosper. The world will not end.

But to have such gaping holes exist for so many months is a failure of governance and a disservice to the many hard workers who are currently at the AFL.

It’s easy to criticise the AFL. But on this occasion, they thoroughly deserve it.

Hurry up.

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The Crowd Says:

2023-08-19T12:34:13+00:00

Where’s the remote?

Roar Rookie


For various reasons the racism saga was a no win. In reality it was slowly letting the air out of a balloon without causing a squeak or squeal or pop. Most aspects were out of the AFLs control due to the two sides involved. How it didn’t blow up big time is probably a master class in PR control.

2023-08-15T00:58:05+00:00

Rob

Roar Rookie


geez the great job getting through COVID is a bit old isn't it? Every other sport in the world (maybe accept the Latvian Flea racing league) got through COVID fine. Most of them completing a season without joke rules and changing the entire game time etc. Gil would have still been waiting for Andrew's permission to go back to work if the NRL hadn't moved. As for why he has stayed on there were massive rumours he was going to be the Brisbane Olympics CEO- thankfully not. Inept in every facet

2023-08-13T22:25:29+00:00

Ken Baxter

Roar Rookie


That is confirmed much larger audiences (in the host city) due to location not time slot

2023-08-13T22:15:23+00:00

Ken Baxter

Roar Rookie


Gil’s miraculous ‘deal doing’ reputation is heavily inflated given the awful, exclusive ~30 year deal with Victoria for the GF. It was recently disclosed that Victoria now pays over $100m pa for the GP (to thwart Sydney hosting it). The AFL did not even run a tender process. Moreover, the deal disregarded the integrity of the competition (for the event which decides the winner each year!) and the ability to generate larger national audiences (confirmed by Bris 2020 and Perth 2021).

2023-08-11T05:04:19+00:00

Bernie Vinson

Roar Rookie


When asked by that other Genius Matty Johns (known gang banger) about what he watch if the AFL/RU are on , his answer was the Flintstones. This is pathetic from a CEO of a big organisation. By contrast Gil said he caught up with the other codes on TV.

2023-08-10T01:35:10+00:00

DGS

Roar Rookie


Terrific article Tom. Couldn’t agree more.

2023-08-09T23:34:17+00:00

Bernie Vinson

Roar Rookie


Tom, Good to see you writing footy. The AFL has managed to get new stadia (Optus, Giants, Hobart?) and major upgrades to MCG, Gabba, Adelaide Oval and won record TV rights deal. Minimum changes to the rules to fix up issues compared to the NRL who makes constant changes to fix up last seasons changes that havent worked. The rest is flummery. BTW with the Soccer World Cup I may be biased but there have been some average games only saved by the fact the scores are close. TV networks are definitely interested in close games to keep the theatre goers (non-addicts) watching (NRL has some refs who are masters at this - see articles written by ironically Roy masters calling them choreographers (around TV rights negotiations time and never been sued) so has anyone thought about narrowing the goal scoring area to have lower scores and potentially closer games. The action on field wouldnt change though there might be tendency for players to make sure a mark is taken directly in front but the number of scoring shots would be the same. Kerry Packer was never too interested in AFL because there were too many blowouts (confirmed to me by Channel 9 exec). Yes I know goals are an exciting part of the game but 100 point losses dont inspire teams supporters or TV networks. Remember the old days when boggy grounds used to even games up and give hope to weak teams. Reduction by even a metre may assist this though there is extensive sunk costs in all the posts that are in the ground at current width measurements around Australia. If you believe in climate change with less rain (except in some summers) then this blowout situation might be exacerbated.

2023-08-09T07:39:27+00:00

Doc Disnick

Roar Guru


I'm glad you liked it. In fairness, we haven't heard too much from V’landys since the AFL announced its 4.5B Tv rights deal. Peter is a little embarrassed by his own work in comparison and has gone into hiding. It's good that someone likes him, though. I especially love his pressers where he can't help but mention the AFL — it's called Little Man Syndrome. He also hates how the AFL ignores him, not evening paying any respect to the NRL, seeing it as nothing more than a peas@nt league by comparison.

2023-08-09T07:08:12+00:00

PriddisJunior

Roar Rookie


As comprehensive of a reply that could be expected. :happy:

2023-08-09T06:46:44+00:00

Doc Disnick

Roar Guru


His whining for starters.

2023-08-09T04:15:45+00:00

Shane

Roar Rookie


Demetriou started the fire and it's been blazing every since. Gambling, TV, integrity, so many issues. On the plus side a lot can be turned around quickly.

2023-08-08T21:27:52+00:00

PriddisJunior

Roar Rookie


What does he do worse?

2023-08-08T15:32:49+00:00

Rowdy

Roar Rookie


Disbelieve all the ears you like

2023-08-08T14:27:28+00:00

PriddisJunior

Roar Rookie


Random digs are hilarious. *cricket emoji* Must get a clicks hit. I don’t give a toad who the next ceo is. There will probably never be anyone except mates in vic take that role. Gilligan’s legacy is Melbourne grandfinals, gather fujed fixture round and weird trade rules. I hope the next dude doesn’t favour Geelong so much. “Away” games in a national league aren’t bus rides. And he could fix the bs priority/compo pick rules. No wonder they hide this article already.

2023-08-08T14:06:58+00:00

okapiman

Roar Rookie


Tom, I appreciate your perspective, but I have to disagree with your opening statement that Gillon has done a good job. In my view, he has not demonstrated strong leadership. He often seemed to hesitate on important decisions, waiting until public opinion was clear before aligning with the majority. That's not leadership, that's playing it safe. While I acknowledge that he is a skilled negotiator and has looked after the "boys club," I believe the AFL needs more than a well-trained insider. The fact that they won't consider someone like Leigh Matthews for the commission speaks volumes. They seem to prefer maintaining the status quo rather than challenging it. I hope Dillon proves to be a more decisive and proactive leader.

2023-08-08T13:47:29+00:00

Gilberto

Roar Rookie


Isn't Gil making the stupid decision to play the GF on Saturday afternoon?

2023-08-08T12:05:23+00:00

Cat

Roar Guru


mrl you remind of of the little boys teasing girls on the playground because they can’t admit they like them. It’s obvious you love Aussie rules else you wouldn’t be here so much.

2023-08-08T12:03:24+00:00

Doc Disnick

Roar Guru


It could be worse. We could have Peter V'landys running the game.

2023-08-08T11:00:09+00:00

Johnno

Roar Rookie


I don’t know. I reckon if you compare the AFL to a like sized company, then the job as CEO of the AFL is a walk in the park. Even with Covid, all companies had big issues. Just fix the fixtures & the GF to get better numbers, disregard fair & equal comp, and of you go to the bank.

2023-08-08T10:06:20+00:00

Alchemist

Roar Rookie


I have had this chat with others before. Everything you mentioned plus they play with 2 less players. Absolutely absurd from the AFL. There's no shame playing on suburban grounds. It's even more embarrassing a look getting 1000 ppl into a 50,000 seat stadium.

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