Master of Ceremonies: PP Philip Endersbee
Reflection Delivered by Tony Battaini
After welcoming visitors and guests, and making our Guest Speaker, Walter Lee, AFL Executive General Manager Strategy, Data & Analytics, and Investments to speak on Playing the long game, to be fully introduced later in the meeting by VP Branko Panich.
President Philip then reminded us that there will be no weekly meeting on 18 March, as our evening gathering next week will be the annual Architectural Walk. The weekly meeting on 25 March will feature Past Rotary International President, Jennifer Jones who served in the 2023-23 Rotary year, when the RI Convention was hosted in Melbourne. She will be speaking to us as the incoming chair of the Rotary Foundation - one of the worlds most respected charitable foundations.
Branko Panich then formally introduced guest speaker Walter with whom he had worked some 20 years ago.
Walter’s central theme was that sustaining a 165-year-old sport requires balancing respect for tradition with the courage to make strategic decisions that secure the game’s future. He noted that the AFL faces a unique challenge: while most industries must constantly innovate, football must evolve carefully so as not to alienate loyal supporters who value tradition.
Walter reminded us of the crisis faced by the Victorian Football League in the 1980s, when declining crowds and financially struggling clubs threatened the sport’s future. A major review identified three key reforms that ultimately reshaped the game. First, governance was restructured through the creation of an independent AFL Commission, allowing decisions to be made in the interests of the game rather than individual clubs. Second, the competition expanded from a Victorian league into a national competition, introducing new teams in states such as South Australia and Western Australia and embracing innovations such as night games and modern stadiums. Third, research into fan behaviour revealed that social changes—such as the introduction of Saturday retail trading—had affected attendance patterns.
These reforms have proved transformative. Today the AFL generates substantial broadcasting revenue, allowing the league to invest in grassroots football, community facilities, and the rapidly growing AFL women’s competition, which now inspires more than 140,000 women and girls to play the game.
Looking ahead, Walter identified three major challenges. Australia’s increasingly diverse population means the AFL must broaden participation and representation. The league must also compete for attention in a crowded entertainment landscape dominated by streaming and digital media. Finally, there is potential for gradual international growth, with Australian football now played in more than 55 countries. He concluded that each generation must safeguard the game’s future by balancing innovation with tradition, ensuring the AFL remains relevant while preserving the essence of the sport.
View Walter address by clicking here. To view the full meeting recording click here.
