Managing and Leading a Club Football Department
What this course covers
Managing and Leading a Club Football Department is presented by Brad Lloyd, experienced General Manager of Football, List Manager and Player Agent. This course provides practical insights and frameworks for managing high-performance football programs across AFL and AFLW environments.
You will gain a deep understanding of what it takes to lead a football department, manage staff and budgets, and build an aligned, high-performing football operation. The content comes from direct experience at the top level of the AFL industry.
Who is this for
Course content
Thirteen modules covering the critical aspects of managing and leading a football department.
Fundamentals of Football Management
High Performance and Medical Programs
Football Operations
Well-being Programs
AFLW Football Programs
Integrating Mens and Womens Programs
Integrity and Risk Management
Performance Indicators
Understanding and Managing the AFL Soft Cap
Managing a Football Budget
Working with the Media
Media Messaging
Career as a Football Manager
The best football departments are built on clarity, alignment and the ability to make sound decisions under pressure. This course gives you the map.
What you will walk away with
Your facilitator
Brad Lloyd has established a strong career in AFL football operations and list management, most notably through his tenures at the Fremantle Dockers and Carlton Football Club, where he served as General Manager of Football. Brad began his journey as a player manager and has progressed into senior leadership roles, overseeing football strategy, list management, high performance and club operations. He now shares that experience to support those looking to build careers in football operations and club management.
Secure your spot in November
Only 20 positions available per intake for the November 2026 cohort.