The Aims and Objectives of REFORM THE AFL are to:

1. Establish a full and independent review of the AFL’s governance, structure and administration;
2. Create cultural change at AFL House, and
3. Ensure that, moving forward, all stakeholders and shareholders in football are treated as partners, not competitors.

There are a number of precedents for such a review, including the Crawford Report in 1993, and Peter Jackson’s Review of Football in Country Victoria in 2011.

It is important to point out that REFORM THE AFL has not been established as a soapbox on which to bash the AFL.

The AFL has done some tremendous things for the game of Australian Football. In the 2018 AFL Annual Report, it was revealed that the AFL clubs and competition surpassed one million members for the first time in the game’s history, alongside record-setting levels of participation at community level and the largest attendances for the elite competition in history, both for the regular season and the finals.

It has been said that the AFL administration is the sporting equivalent of The Good, The Bad & The Ugly. No one is disputing the good that has been achieved – our focus is on addressing the latter.

Our motivation in calling for a full and independent review is simply this – to ensure that our great game can be the best that it can be.