World Footy News

In recent years the AFL has begun to focus its international attention on South Africa, moving from a fairly passive international footy role, supporting a few countries, to actively pursuing growth. A complete review of the AFL's approach to international development is underway, following a restructure of the influential Game Development section headed by David Matthews. We previously reported that the West Australian Football Commission was keen to take on a lead international role in their region (see Western Australia to target development for Indian Ocean region?) and this has taken a step forward with a submission to the WAFC and discussions between the Fremantle Dockers and the AFL in the last few days. Also read on for Andrew Demetriou's thoughts on an AFL match for premiership points being staged internationally.

WA Football Development general manager Colin West has reportedly made a submission to the WA Football Commission outlining the benefits of such involvement. Such a move would fit nicely with WA being Australia's closest state to South Africa, and the home of the Clontarf Academy which helps indigenous youth through Australian Rules - an aspect that ties in nicely with Africa and the AFL's committment to Aboriginal issues. WAFC chief executive Wayne Bradshaw was reported by Digby Beacham in The Sunday Times on April 2nd as saying that the commission was excited by the proposal, which could include coaching and player development.

Further, Fremantle chief executive Cameron Schwab indicated that his club was interested in working with South Africa and flagged the possibility of a promotional tour or a community camp in October.

According to Beacham "if the league heavyweights give the go-ahead as expected and provide appropriate funding, WA will become the operating base because of its proximity to South Africa". All this follows on from the indigenous youth footy tour of South Africa in February (see Indigenous Aussies take series 3 - 0 but South African footy a winner - photos recently added and more pictures below). The moves are more good news following Michael Long's confirmation that the Buffaloes will tour Australia in 2007.

It seems the AFL may be gearing up for a substantial push into South Africa. As supporters of international footy we are very pleased, but it will be interesting to see how any increased emphasis on Africa might effect AFL support for other nations. The logic previously has been to give modest support to countries that satisfy criteria such as strong governance structures, and giving stronger support to a small number of nations with promise. This most likely stemmed from trying to achieve reasonable marked gains in at least some places within the budget of around half a million Aussie dollars annually, rather than minimal gains in many places. However, if Australian Football is to be taken seriously at an international level by the wider community, having at least one or two contenders comparable to Australia might be required. To do this it could be determined that most of the funding is best directed at one country. But hopefully any changes coming will be in addition to current funding levels, not a re-direction. This is even more critical given the 2010 soccer World Cup being held in South Africa may have a dramatic effect.

The analysis being undertaken comes as the AFL's Game Development arm has been re-structured. David Matthews remains the head of the department which oversees a massive budget of tens of millions of dollars that is distributed throughout Australia, with an emphasis recently on Queensland and New South Wales. Coaching Development Manager is Lawrie Woodman, Talent Manager is Kevin Sheehan, Development Events is headed by Kirsten Eabry, and Affiliation Manager is Ed Biggs, while Dean Warren and Adrian Panozzo lead Participation and Umpiring respectively. Also of interest is Nick Hatzoglou's role as Multicultural Project Coordinator.

Kirsten was heavily involved with the 2005 International Cup and she and Kevin Sheehan will manager the 2008 event. Dave Matthews has also advised that Kevin will now take responsibility for international strategy and planning, which is expected to see a new approach to that seeks to integrate with other AFL departments in a more coordinated way. We'll bring you those details as they become available. Having discussed international football with Kevin it is clear that he is well aware of the game's potential outside of Australia. It has also been said that the International Development Committee has been wound up and we'll report further on that later. Certainly there is unprecedented interest in the international growth of Aussie Rules and that growth has accelerated in the last couple of years. It will be fascinating to see how the AFL plans to nurture and coordinate the rapidly evolving world of footy.

And just in case you still doubted the AFL had its eye on South Africa, in a four way interview between Sunday Herald Sun reporter Jon Ralph, Essendon coach (and strong internationalisation advocate) Kevin Sheedy, Collingwood captain Nathan Buckley and AFL CEO Andrew Demetriou, Sheeds asked whether a game might be staged overseas for premiership points. The AFL's chief replied "It can be done, Kevin. It's not beyond the realms of possibility, particularly the way things are opening up in places like South Africa. You would have to get two clubs willing to play and one of them moving a home game. You would have to get the game underwritten. Otherwise it would cost money". Sheedy: "Clubs move a game for $400,000. What if two clubs moved a game for $1 million. If the Western Bulldogs wanted to play in London for $1 million". Demetriou: "It would be pretty hard to knock it back. A club is entitled to play its home game where it wants, subject to contractual obligations. So if a club comes up and says we want this home game at such and such, it's pretty hard to stand in their way and the other club has to go". For the full interview, which also hints at a role of State of Origin in the 150 year celebrations for 2008, see Buckley, Sheedy and chief.

Kids clinic in Promosa, South Africa, part of the Australian indigenous youth tour (centre is former Central District, Essendon, Sydney star Derek Kickett).

Benji Motuba shoots on goal in the International Rules match.