Why a Clear Leadership Lineup Matters for 2026
As the AFL looks toward 2026 and beyond, one of the league’s most pressing tasks is establishing unequivocal leadership. With CEO Andrew Dillon backing a recalibrated football leadership team—appointing Tom Harley and Greg Swann to pivotal roles—the organization aims to avoid any ambiguity about who is driving strategy and day-to-day decision-making. The sidelining of Laura Kane from the football leadership path, while controversial to some, underscores a broader debate about governance and functional responsibilities within the AFL’s top tier.
Clear governance isn’t just about titles; it’s about decision speed, accountability, and consistency in policy. The AFL’s fans, clubs, and players deserve a transparent framework that makes it obvious who is accountable for football operations, commercial strategy, and competition development. Without that clarity, the league risks mixed messages during crucial moments—such as player welfare protocols, fixture considerations, and club funding rounds.
Strengthening the Club Experience
The AFL has long touted a strong club-first ethos, but the 2025 season exposed gaps between league-wide policy and the realities on the ground at clubs. Harley’s appointment focuses on delivering a more consistent experience for clubs—ranging from facilities and travel to support services and revenue sharing. Swann’s role is expected to bolster commercial partnerships and long-term sustainability, ensuring clubs have the resources to invest in development, community programs, and fan engagement.
For 2026, the league should push a program that pairs league governance with club autonomy in a structured way. This means clear guidelines on how clubs can innovate within a shared framework, access to data-driven insights for member engagement, and guaranteed pathways for smaller franchises to compete with larger, traditionally dominant teams.
Key Areas of Reform for 2026
1) Governance Transparency: The AFL must publish a concise, public account of who makes which decisions and how those decisions are approved. A quarterly briefing to clubs and key stakeholders would help manage expectations and rebuild trust. This should include documented decision-making criteria for major policy shifts, broadcast rights, and fixture changes.
2) Fixture and Finals Structure: Fans crave competitive balance, a predictable schedule, and meaningful finals campaigns. Reform should aim to reduce perverse incentives, ensure equitable travel, and consider a flexible finals format that maintains fairness and drama without compromising financial viability for clubs.
3) Player Welfare and Community Focus: Enhancing welfare policies, mental health support, and player transition programs remains non-negotiable. Aligning these initiatives with club resources—so players feel supported at every step—will improve on-field performance and long-term health outcomes.
4) Financial Sustainability: Revenue diversification, prudent salary cap management, and transparent financial reporting will help clubs weather fluctuating economic cycles. Ensuring a fair distribution of broadcast and sponsorship income will promote competitive parity and strengthen club loyalty across the league.
5) Fan Experience and Digital Engagement: In an era of rapid digital consumption, the AFL should invest in accessible, innovative fan experiences—both in venues and online. Real-time stats, immersive membership perks, and high-quality streaming options will help expand the game’s reach and deepen loyalty among diverse audiences.
Conclusion: A Roadmap for Confidence and Consistency
The appointment of Harley and Swann signals the AFL’s intent to recalibrate leadership around football and club experience. The true test in 2026 will be execution: delivering policy clarity, empowering clubs with appropriate autonomy, and building a sustainable financial model that benefits players, clubs, and fans alike. If the league can pair decisive leadership with practical reforms, it will not only fix lingering governance questions but also unlock the growth potential that has long defined Australian rules football.
