Certificate in the Business of Australian Football
Built for the next generation of football operators
- Sports students preparing for a career in football
- Industry professionals looking to broaden their AFL knowledge
- Aspiring recruiters, list managers and football managers
- Aspiring player agents and player representatives
- Coaches and players transitioning into off-field roles
Build a career in Australian football
A complete, practical foundation in the business of AFL. Learn directly from industry professionals and finish the course ready to step into recruiting, list management, football management or player agency.
Understand The Skills You Need
Immerse yourself in the core aspects of the AFL industry with a curriculum designed to provide the essential skills and knowledge to excel in the fast-paced world of Australian football.
Industry Insights From Experienced Staff
Learn directly from professionals who have navigated the complexities of the AFL industry. Real-world insights and practical advice from those who have shaped the sport, offering a unique perspective that only comes from hands-on experience.
Become A Professional In Football
Whether you aspire to identify future stars, manage player lists, lead football departments, or represent top talent, this course prepares you for a professional career in these critical roles with targeted, industry-specific knowledge.
Five focused modules
Fundamentals of Recruiting and Talent Identification
Discover the foundational concepts of recruiting and talent identification, including the recruiting process, player analysis, identifying undervalued talent, writing match reports, assessing character traits, and pursuing a career as a recruiter.
Foundations of List Management
A deep dive into the core principles of list management. The role of a list manager, list strategy and governance, drafting needs versus talent, Total Player Payments, trade criteria, player contracting and negotiation skills.
Managing and Leading a Football Department
The critical aspects of managing a football department. High performance and medical programs, operations and wellbeing, AFLW programs, integrity and risk, AFL soft cap, football budget, media messaging, and a career as a football manager.
Succeeding as a Player Agent
The dynamic world of player representation. Fundamentals of player agency, the Collective Bargaining Agreement, recruiting and list management, key stakeholders, acquiring talent, trade period, negotiation skills, marketing and contract negotiations.
Career Planning and Networks
Reflect on the key takeaways and prepare for your next steps in the industry. Practical tips across list management, talent ID, football management and player agency, what to do once you complete the course, and a free 30-minute careers session.
Brad Lloyd
Brad Lloyd has built more than 20 years' experience in the AFL industry as a player agent, recruiting manager, list manager and most recently General Manager of Football at the Carlton Football Club. In that role he sat on the club's executive team representing both the men's and women's football programs, providing strategic direction and leadership across list management, high performance, medical, coaching, operations and wellbeing.
Brad holds a Bachelor's degree and an MBA from Victoria University, and has completed executive business programs in Negotiation and Leadership at Harvard Business School. This course distils what he has learned across two decades inside the football department, capturing the practical skills needed to succeed in the business of Australian football.
Choose how you pay
- 5 self-paced modules covering recruiting, list management, football management and player agency
- Learn directly from a former General Manager of Football
- Flexible payment — pay in full or spread over 6 or 12 months
- Free 30-minute careers session and micro-credential certificate
Frequently asked questions
Who is this course for?
Sports students and industry professionals looking to break into or progress within the AFL industry. Aspiring recruiters, list managers, football department staff and player agents all get value, as do coaches and players considering off-field roles.
How is the course delivered?
Entirely online and self-paced. The content is split into five focused modules covering recruiting, list management, football management, player agency, and career planning. You can move through it on your own schedule and revisit any module whenever you need to.
Do I need football industry experience to enrol?
No. The course is designed for both students and industry professionals. It builds from foundational concepts in each area, so you can take what you need whether you’re starting out or looking to broaden your existing experience.
What will I walk away with?
A thorough understanding of the skills needed to succeed in the business of AFL, real-world insights from industry professionals, and a clearer pathway into recruiting, list management, football management or player agency. You’ll also receive a micro-credential certificate and a free 30-minute careers session.
Do I get access to the facilitator?
Yes. During your completion of the course, you’ll have access to our instructors to ask any questions you have about the content or the industry. You’ll also receive a free career advisory call to help map out your next steps.
How much is it, and how do I pay?
The course is $990 AUD. You can pay in full, or spread it across 6 monthly payments of $165 or 12 monthly payments of $82.50 — choose your option at checkout.
Build a career in the business of football
A complete, practical foundation in the AFL industry, delivered by someone who’s spent 20 years inside it.
FREE LESSON
Keen to see what all the fuss is about?
Start with a free lesson from our Certificate in Business of Australian Football with Brad Lloyd.
Try a lesson on us
Get a taste of what's inside our certificates. Four free lessons from four different facilitators, drawn from four of our flagship courses.
Football Department Strategy
From the Certificate in the Business of Australian Football
Get My Free LessonDecision Making and Judgement
From the Certificate in Talent ID & Recruiting
Get My Free LessonMeasuring Cultural Fit
From the Certificate in Building Elite Football Clubs
Get My Free LessonDefining Leadership in Sport
From the Certificate in Executive Leadership in Sport (CEO)
Get My Free LessonOUR ALUMNI WORK AT