AFL announces Community Advisory Group

The AFL’s expansion into Western Sydney took another step forward with the announcement of an inaugural Community Advisory Group to assist the AFL in building the case for an 18th team.

The members of the Community Advisory Group were announced today by AFL CEO, Andrew Demetriou before the first game at the new Blacktown Olympic Park AFL/Cricket Facility where the new club would have its training and administration base.

The advisory group will assist in building awareness for the 18th team in Greater Western Sydney and help develop and deliver a business case that validates the capacity for Western Sydney to sustain an AFL team.

As part of its due diligence process, the AFL Commission has set a range of qualitative criteria that must be met to ensure an AFL team in Greater Western Sydney can be viable and successful for the people of the region and for the AFL.

The criteria will require evidence of the team’s capacity to excel in four key areas:

• Establishing a strong fan base of supporters and potential members for the new team.
• Building strong levels of support from business partners in Greater Sydney and in particularly western Sydney
• Connecting with the community and proving the community is actively involved in the new team and the team is actively involved in the community.
• Developing an identity that reflects and is owned by the people of the region. This ownership extends to the development of the team’s name, colours, jumper, logo and values.

In addition, work will also continue on building the foundation for the new team such as securing the right stadium outcome, securing the player concessions and identifying appropriately qualified people with business, community and football industry experience to form a Board and Executive to guide the club.
The Community Advisory Group which will work with AFL NSW/ACT Chief Executive Officer Dale Holmes to build the case for an 18th team includes:

• Jim Marsden, Senior partner of Marsden’s Law Group, a long established and substantial legal firm in South West Sydney
• John Webster, the General Manager of the Cumberland Newspaper Group and former Director of Melbourne Storm
• Jan Thomas, Director, Office of Development, University of Western Sydney, and responsible for the University’s public and private sector partnerships.
• Ross Howarth, General Manager, Seven Affiliates Sales and a former member of the AFL (NSW/ACT) Commission.
• Christine Cawsey, Principal, Rooty Hill High School and the Deputy President, NSW High School Principal’s Council.
• Gabrielle Trainor, Partner, John Connolly and Partners and also a former member of the AFL (NSW/ACT) Commission.
• David Smith, Director – DNA Media and Marketing,
• Gus Seebeck, Program Manager - ONE / Sport , Network Ten and President of the East Coast Eagles (formerly Baulkham Hills) Australian Football Club and a reasonably mobile key forward. 
• Greg De Moore, Practicing Psychiatrist at Westmead and Blacktown Hospitals. Historian and author of a biography of Tom Wills, one of the founding fathers of Australian football in 1858.
• Nareen Young, Chief Executive Officer of the Diversity Council of Australia.
• Lila Mularczyk, Principal of Merrylands High School in Sydney’s South West and Deputy President of the NSW Secondary Principals Council.

“This is strong, vibrant community and our challenge in building an 18th team in Greater Western Sydney is to ensure that we connect with the community and represent the community and its values,” Mr Demetriou said.

“We want to work with the community of Greater Western Sydney to create greater opportunities for families and for businesses in the region and this advisory group will help in developing a greater understanding of the values, lifestyles, and needs of the local communities.

“This is an exciting challenge and the establishment of this inaugural advisory group is an important step in the process to build an 18th AFL club.”

Comments from members of the Advisory Group:

David Smith: “There is no doubt, we have an enormous challenge ahead of us, but as a group we are very confident that with the support of communities in GWS, we will be able to deliver a national team that everyone can be proud of.”
Christine Cawsey: “Schools and Principals are looking forward to the opportunities that will be provided for young people in our schools and right throughout the community through the relationships we develop with the AFL.”

Lila Mularczyk: "Contributing, advising about and advocating for the community I was educated in and my family lived in for most of my life is an honour".   
 
Gus Seebeck: "The game of AFL has afforded me many wonderful opportunities and experiences over the past 20 years.  I see this as a great chance to contribute towards one of the game's most significant strategic challenges.  Greater Western Sydney is unlike any other market and the 18th team's success will require commitment and support from all those in the area that have a passion for the game." 

Janice Thomas: “Working for the University of Western Sydney it is very important for me to see the relationship develop between the AFL, the new team and the University. We have the same footprint across GWS and many of the same aspirations for success and excellence to be developed in our community.”

Mr Demetriou was able to showcase for the first time the Blacktown Olympic Park, which consists of two football ovals, a 1600 seat grandstand, an indoor cricket centre and modern function rooms. Once the venue receives its final touches, it will have the ability to accommodate crowds of up to 10,000 people.

To celebrate the new venue, the AFL kicked off the first game of football at the Blacktown Olympic Park facility, holding a match between New South Wales and Queensland competing in the AFL NAB Under 16’s Championships at the ground. The weeklong national event brings together teams from around Australia to showcase the future of the AFL competition.

The organisation also joined forces with the Western Sydney Business Connection to host a luncheon for 450 members and guests of the Western Sydney business community.