MASTER OF AUSTRALIAN FOOTBALL
A combination of accelerator and self paced courses drop fed over 12 months that build the pathway to becoming an elite operator in Australian Football.
WHAT YOU GET
1
ACCESS TO ALL SELF-PACED COURSES
Following enrolment, you get immediate access to all self-paced courses
CERTIFICATE IN THE BUSINESS OF AUSTRALIAN FOOTBALL by Brad Lloyd
CERTIFICATE IN TALENT ID AND RECRUITING with Stephen Wells
CERTIFICATE IN BUILDING ELITE FOOTBALL CLUBS with Neil Balme
2
ACCESS TO CORE FOUR ACCELERATORS
Following enrolment, you get drip-fed access to four accelerator programs over a 12 month period.
TALENT ID & RECRUITING (February)
PLAYER AGENCY (May)
LIST MANAGEMENT (August)
FOOTBALL CLUB MANAGEMENT (November)
3
EXTRA FEATURES
ACCESS TO NETWORK OF FOOTBALL PROFESSIONALS
PRIORITY ACCESS AND DISCOUNTS TO NEW PROGRAMS
FLEXIBLE PAYMENT PLANS
CAREER SUPPORT SESSIONS
EXCLUSIVE MERCHANDISE
WHO IT’S FOR
PEOPLE WHO WANT TO BUILD A LONG-TERM CAREER IN AUSTRALIAN FOOTBALL.
This program is specifically designed for motivated individuals who want to get a complete and thorough understanding of the Australian football landscape.
This is perfect for:
Someone who is ambitious and wanting to build their qualifications to enhance their career in Australian football and sport.
Someone who’s motivated by make a career change into Australian football without the desire to wait years to make the switch, or students trying to break into the industry .
Someone who’s already working in football or sport and wanting to up-skill and look for career advancement opportunities.
People in roles such as;
Recruiters
List Managers
Football Department Staff
Player Agents
High Performance Staff
Coaches
THIS PROGRAM IS DESIGNED TO GIVE YOU THE FULL MAP
Complete understanding of how elite football departments operate
Every skill needed to work in Talent ID/Recruiting, List Management, Football Management or Player Agency
Real industry context from people who have actually worked in the system
A structured pathway taking you from interested to industry ready
WHY WE CREATED THE MASTER OF AUSTRALIAN FOOTBALL
COURSE OUTLINES
By enrolling in the Master of Australian Football program, you get access to 3 x On Demand Courses and 4 x Accelerator courses drip fed the 12 month period.
The Certificate in the Business of Australian Football is a comprehensive course designed to equip aspiring professionals with the knowledge and skills required to excel in various roles within the AFL industry.
Master Talent Identification and Recruiting:
Gain the skills to evaluate players, identify potential, analyse performances, and make informed decisions about talent.Develop Strategic List Management Expertise:
Understand how to structure, analyse, and manage team lists, balance drafting needs, and negotiate contracts effectively.Lead and Manage Football Departments:
Learn to oversee operations, high-performance programs, budgets, and risk management while integrating men’s and women’s programs.Succeed as a Player Agent:
Build expertise in player representation, including stakeholder management, contract negotiation, and marketing professional services.Navigate AFL Structures and Policies:
Understand the AFL Soft Cap, total player payments, collective bargaining agreements, and trade period processes.
Master the skills required to identify, evaluate, and recruit football talent. Learn the fundamentals of player profiling, match reporting, and assessing undervalued talent, while understanding the pathways to a career in recruiting. Get industry-focused training to take your expertise to the next level.
Understand the Fundamentals of Talent Identification:
Learn how to evaluate players, analyse their performances, and identify traits that define potential stars.Master the Art of Player Profiling:
Develop skills to create detailed player profiles by assessing physical, technical, and mental attributes.Discover Undervalued Talent:
Gain insights into spotting hidden gems and recognizing opportunities to maximize team potential.Enhance Match Reporting and Analysis:
Build expertise in writing effective match reports and analyzing game performances to inform recruitment decisions.Assess Character and Decision-Making Traits:
Learn how to evaluate a player’s off-field character, decision-making abilities, and overall fit for team culture.
Kickstart your journey in recruiting with this foundational course. Learn how to evaluate talent, write match reports, and assess character traits while gaining a clear pathway to a career in recruiting. Build the essential skills to succeed in AFL talent identification.
Learn the Basics of Talent Evaluation:
Gain a foundational understanding of the key elements involved in identifying talent.Develop Match Reporting and Player Analysis Skills:
Build expertise in writing match reports and conducting player analyses.Spot Undervalued Talent:
Learn techniques to identify players with untapped potential and value.Refine Decision-Making in Recruitment:
Understand the factors that contribute to effective recruiting decisions.Assess Player Character and Traits:
Learn to evaluate players’ off-field qualities and how they align with team culture.Prepare for a Career in Recruiting:
Build a pathway into the industry with practical insights and knowledge from experienced recruiters.
Step into the world of player representation with confidence. This course offers essential knowledge in contract negotiation, talent acquisition, stakeholder management, and player marketing. Learn the skills to build a thriving career as a professional player agent.
Understand the Role of a Player Agent:
Learn the core responsibilities and skills required to excel as a player representative.Master Contract Negotiations and Player Marketing:
Develop expertise in negotiating contracts, managing player branding, and building professional services.Navigate Key AFL Policies and Structures:
Gain a deep understanding of collective bargaining agreements, Total Player Payments, and trade periods.Build and Manage Stakeholder Relationships:
Learn how to effectively engage with players, clubs, and other key stakeholders.Acquire and Represent Talent:
Develop skills for identifying and signing new talent and supporting their career growth.Establish Yourself as a Professional Player Agent:
Build the knowledge and confidence to thrive in the competitive world of player representation.
Discover how to build and manage a successful AFL team list. This course covers everything from analyzing lists and navigating Total Player Payments to drafting strategies and trade period insights. Develop the expertise to succeed as a list manager in the AFL.
Understand the Fundamentals of List Management:
Learn the principles behind creating and managing a competitive team list in the AFL.Balance Drafting Needs with Team Strategy:
Develop strategies to align drafting decisions with team needs and long-term goals.Analyse Lists and Player Performance:
Build skills to evaluate team lists, assess player performance, and make informed decisions.Navigate Total Player Payments and Contract Negotiations:
Understand the complexities of player payment structures and the art of contract negotiation.Master Trade Period and Talent Acquisition:
Learn to approach trade periods strategically and identify the best opportunities to enhance your team.Build a Career in List Management:
Develop a strong foundation for pursuing a career as a list manager with actionable guidance.
Learn the core principles of managing football departments, from high-performance and well-being programs to AFL budget and integrity management. Gain insights into integrating men’s and women’s programs and mastering media messaging. Prepare to lead with confidence in the AFL environment.
Leading High-Performance Programs:
Learn how to manage football department operations and oversee high-performance initiatives.Navigate AFL Soft Cap and Budget Management:
Understand the financial management principles, including budgeting and governance, within the AFL framework.Integrate Men’s and Women’s Programs:
Gain the skills to build cohesive programs across both men’s and women’s football departments.Manage Integrity and Risk:
Learn to implement and oversee integrity measures and risk management practices within your department.Develop Media and Messaging Skills:
Build expertise in crafting effective media strategies and delivering impactful messaging.Prepare for Leadership in Football Management:
Gain the knowledge and confidence to excel in leading football departments with practical insights from industry experts.
Gain the knowledge and tools to build and lead a truly elite football department. Explore what makes clubs successful beyond just premierships, and learn how to shape culture, identity, and high-performance environments that last. This is practical, experience-led education for anyone looking to lead with clarity and impact in Australian football.
Understand What Makes an Elite Football Club
Learn the foundations that underpin sustained success, from board alignment to football identity and departmental cohesion.Build a Strong Club Identity and Culture
Develop the tools to create and maintain a clear identity through values, leadership, inclusion, and everyday behaviours that drive performance and belonging.Create High-Performance Environments
Gain insight into coaching, data integration, review processes, and mindset to establish standards and accountability across your football program.Learn from Real Club Case Studies
Explore how these principles were applied at Richmond, Geelong, and Collingwood, and understand how theory translates into real-world leadership.
2026 ACCELERATOR CALENDAR
<
OUR ALUMNI WORK AT
THE INVESTMENT
OPTION 1: $4,900
(ONE OFF PAYMENT)
OPTION 2: $816 p/m
(OVER 6 MONTHS)
OPTION 3: $410 p/m
(OVER 12 MONTHS)
Investing in your education is one of the best decisions an individual can make, so we want to make it as accessible as possible. That's why we're offering a flexible payment option that allows you to spread the cost of your course over 12 months.
Monthly Payments: Break down the total course fee into manageable monthly payments with no hidden fees.
Budget-Friendly: Get immediate access to all course content while spreading the cost, making it easier on your budget.
No Interest: Enjoy the convenience of monthly payments without any additional interest or charges.
Immediate Access: If you choose the monthly payment option, you’ll still recieve full access to all the content immediately after first payment.
Payment Methods: We have a range of payment methods available, such as debit, credit, afterpay, part payments or we can provide an invoice to you and your employer should you be completing as professional development.
Some students complete our courses with financial support from their employer.
Clubs, leagues and organisations across the football industry understand the value of investing in the professional development of their staff. Whether you're working in talent pathways, football operations, coaching, administration or player development, this course is designed to build the knowledge and skills that directly benefit your role and your organisation.
If you’re currently employed in football, it’s worth speaking with your manager about professional development funding. Many employers are open to covering part or all of the course fee, especially when it supports your growth in a role that contributes to the success of their program.
Need help preparing your case? We can provide a summary of course outcomes, learning benefits, and how the content aligns with your job. Just reach out.
NEED AN INVOICE FOR YOUR EMPLOYER?
WHO DO YOU LEARN FROM?
BRAD LLOYD
EXPERIENCED AFL ADMINISTRATOR
STEPHEN WELLS
LONG TIME RECRUITER AND LIST MANAGER
NEIL BALME
EXPERIENCED AFL ADMINISTRATOR