By Sam McClure
The AFL’s richest players are about to get richer, thanks to a little-known pool of money – nearly $35 million – that has been included in the new collective bargaining agreement.
The “marketing fund”, which is yet to come into effect, will be made exclusively available to a select group of high-profile stars and will allow them to earn extra money with the AFL’s commercial partners, separate not only to their playing salaries but even to the additional services agreement. The latter is essentially a contract that a player enters with their club or club sponsor (as opposed to the marketing fund, which is purely for AFL sponsors/partners).
AFL stars Isaac Heeney, Marcus Bontempelli, Charlie Curnow and Harley Reid.Credit: Artwork: Bethany Rae
The marketing fund, part of the agreement that runs from 2023 to 2027, is so little known that four club chief executives and six heads of football had no clue it even existed.
It means the likes of Bailey Smith, Harley Reid, Jamarra Ugle-Hagan, Christian Petracca, Lachie Neale, Charlie Curnow, Marcus Bontempelli, Jack Ginnivan and Isaac Heeney could be among those put forward for advertising campaigns involving the AFL’s major partners, including Toyota, McDonald’s and Gatorade, just to name a few.
Western Bulldogs star Bailey Smith.Credit: AFL Photos
Smith, despite missing this season with a knee injury, remains one of the most marketable players in the game. Not only does he model for clothing brand Cotton On, he’s also a paid ambassador with drinks company Monster Energy.
The list is being put together in a joint effort between the AFL and the players’ association.
Under the agreement, the list can contain a minimum of 50 players and a maximum of 80.
At least eight on the list – or 15 per cent, whichever is higher – must be AFLW players.
But how will it be determined?
According to two senior sources with knowledge of the agreement who requested anonymity because of the sensitivity of negotiations, the list will be compiled based on three pillars:
- “Market demand” – who do the AFL’s commercial partners like and/or want in their next campaign.
- On-field performance.
- Personal brand – social media following, networking capabilities, ability to perform well in interviews etc.
AFLPA boss Paul Marsh – who is on sabbatical – launched a marketing fund when he was in charge of the cricket players’ union and has been successful in implementing it into football.
It was all the way back in 2009 that Marsh negotiated a pool of $2.9 million for Cricket Australia’s 25 contracted players to access in promotional appearances.
The 50-80 AFL players will have access to a kitty of $6.2 million in 2024. That figure will rise to $8.4 million in the agreement’s last year, 2027.
It means that one of the game’s highest-paid players, earning well north of $1 million a season, could then earn an extra $168,000 in one year.
Several high-profile player managers contacted by The Scoop privately expressed their concerns with the fund, suggesting that it’s likely to negatively impact middle-tier players, who may not have the public profile of others.
Another player agent – who wouldn’t speak publicly because of the sensitive nature of the topic – told this column that star players at interstate clubs might not get the attention that similarly talented players at bigger clubs would.
For example, is Caleb Serong at Fremantle or Noah Anderson at Gold Coast as “marketable” as Adam Cerra at Carlton? They are players of similar age and ability, but one plays for a Victorian powerhouse, while the other two are more off-Broadway.
Former Carlton defender and now AFLPA commercial boss Michael Jamison believes the fund provides the ability for the game’s best players to be rewarded financially outside of what they do on the field.
“The AFLPA understands the importance of giving our members opportunities for greater earning capacity in a heavily restricted commercial landscape,” Jamison said.
“Players are only in the game for short period of time, so it’s crucial we explore further mechanisms so they maximise their careers, which, in-turn, helps their transition from football.
“The inclusion of a marketing fund for a group of AFL and AFLW players was a key outcome in the current CBA. Importantly, the identified players will work with existing industry partners to help grow and promote the game.
“The specific details are being worked through with the AFL and will be finalised and implemented for the 2025 seasons.”
Unused money from the 2024 allocation would be included over the following three years.
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