Shaping the Future Leaders of AFL
An exclusive leadership initiative for aspiring AFL General Managers of Football.
DRIVE is a bespoke program developed by SAPA, in proud partnership with the AFL, to equip aspiring AFL General Managers of Football with the leadership skills and strategic insight required to meet the unique demands of these pivotal roles.
Theoretical Knowledge
In-depth insights into AFL operations, governance, and the broader football ecosystem.
Practical Experience
Immersive real-world learning to translate theory into action.
Leadership Principles
Development of core leadership capabilities, decision-making, and strategic influence.
Program Components
- Six face-to-face workshops.
- Facilitated sessions
- Preparatory and reflective coursework.
- Applied learning activities.
- Assessments.
- Networking opportunities.
The DRIVE objectives aim to enhance the strategic leadership and managerial capabilities of current and emerging industry administrators, provide advanced knowledge and insights into sports management tailored to the unique challenges of AFL related administration, foster practical skills and innovative thinking to address industry challenges and cultivate leadership qualities and strategic decision-making abilities through mentorship from esteemed industry professionals.
"It’s pretty fundamental that if you want your sport to be better, you need very good administrators because they pick coaches, and they pick sports scientists, and they manage recruitment and the CEO’s do the same.”
Mentoring from key industry leaders and facilitators
Selection Process.
A selection process will apply for DRIVE with only 20 participants to be enrolled for the General Manager of Football stream in 2025. The Program is being subsidised and supported by the AFL as an investment in its key people, with the cost of participating in the Program being $10,000. Participants will be assessed on their performance in the Program and be invited to engage in ongoing DRIVE Alumni initiatives.
Potential candidates for the DRIVE Program will be required to submit an application that addresses the selection criteria for a selection panel review.
When assessing applications for the Program, the Selection Panel will consider candidates who the industry, relevant organisation and individuals will benefit the most from completing the Program as the next cohort of participants based on the following guiding principles at its absolute discretion:
1. Enrollment Details:
Participants: Limited to 20 for the 2025 General Manager of Football stream.
Support: Subsidised and supported by the AFL.
Cost: $10,000 per participant.
Assessment: Participants will be evaluated on their performance and invited to join ongoing DRIVE Alumni initiatives.
2. Application Requirements
Applicants are required to submit a formal application that addresses the selection criteria outlined in Section 3. This submission should:
Demonstrate Alignment: Clearly outline how your experience and aspirations align with the program’s objectives and eligibility requirements.
Showcase Leadership Experience: Provide specific examples of your leadership, strategic thinking, and contributions to football or broader sports administration.
Highlight Professional Goals: Explain your professional development objectives and how the DRIVE program will support your path toward a General Manager of Football role.
Include Employer Endorsement: Attach a letter of support from your organisation’s CEO or Board Chair, confirming employer backing and contribution to the subsidised course fee.
All applications will be assessed by a selection panel comprising representatives from the AFL and Sports Advisory Partners Australia (SAPA).
3. Selection Criteria
Aspiring or Recently Appointed General Manager of Football: Must have clear potential for appointment within 1–5 years.
Minimum Industry Experience: At least 12 months of employment within the sports industry.
Management Level: Currently operating at a middle-to-senior management level.
Relevant Employment Background: Must be employed in the sports industry (or another sector in exceptional circumstances).
Employer Support: A letter of reference from the CEO or Board Chair, plus employer contribution towards the subsidised course fee.
Learning Modules and Content
The Program will take place between July and December 2025. Further information will be shared regarding the application process, timings proposed dates for each module (i.e. face-to-face sessions).
- Authentic & Inclusive Leadership – Finding Your Purpose: Understanding personal values and strengths and aligning them with leadership practices to create a psychologically safe environment that fosters genuine diversity and inclusion.
- Developing a High Performing Team: The 5 stages of team development and key principles of a High Performing Team.
- Human Resources & Compliance: Effective recruitment, development, and retention of talent while ensuring compliance with workplace laws and industry standards to support a strong team culture.
- Conflict Resolution: Managing and resolving conflicts effectively within the team and external stakeholders.
- Salary Cap Management: Strategic management of player payments and the salary caps (Total Player Payments, Additional Services Agreements and Football Department Soft Cap) in accordance with the AFL rules and the CBA.
- Contract Negotiations: Effective techniques for dealing with Accredited Agents and managing player contract and additional services agreement negotiations.
- List Management: Identifying and securing talent and developing effective list management strategies and tactics to deliver sustainable success including leveraging the AFL drafts, free agency, trades and academies.
- Player Retention Strategies: Developing strategies to attract and retain key players within the AFL rules and the CBA.
- AFL Processes: Understanding the various AFL disciplinary rules and related processes including the AFL’s Match Review Officer, Tribunal and Appeal System, Concussion Protocols, Interchange Rotations etc.
- Department Structures: Best practice football department structures across coaching, recruitment, medical, strength & conditioning, player development, player welfare, AFLW, second tier, academies etc.
- Team Selection: Identifying the various methodologies and approaches to team selection suitable for the environment.
- Football Directors & Sub-Committees: Understanding how to best support and manage reporting to the CEO, Football Director and / or Football Sub-Committees.
- Coaching: Identification, recruitment, management and structuring of head coaches, assistant coaches, development coaches and high-performance staff.
- Holistic Player Development: Focusing on the overall support and development of players beyond the field.
- Empowerment Initiatives: Programs and initiatives to empower players in their personal and professional lives.
- Mental Health Support: Providing mental health training, support and resources for staff and players.
- Third Party Support: Engaging industry partners to facilitate the education, support and empowerment of staff and players, including the AFL, AFLPA and AFLCA.
- Integrity Systems: Establishing integrity frameworks and systems
to ensure ethical behaviour and compliance with relevant laws,
AFL rules, contracts, the CBA and player health and safety protocols (e.g. concussion). - Media, Issues and Crisis Management: Developing effective media, issues and crisis management protocols and processes to protect the interests of players and the club.
- Risk Management: Identifying and mitigation of potential risks.
- Stakeholder Relations: Driving meaningful stakeholder engagement and management to develop strong relationships and inform decision making.
- Training and Conditioning: Driving effective high performance training methods to optimise player conditioning, recovery and performance.
- Performance Analysis: Leveraging data and analytics to
improve team performance. - Injury Prevention and Management: Strategies to prevent
injuries and manage recovery. - Technology in Sport: Leveraging new technologies to enhance performance and drive ongoing improvement.