Strategic framework 2017- 2020 - Professional Footballers
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Professional Footballers Australia Strategic 2017- framework 2020
Strategic
setting
SEPTEMBER 2016
A PRECIS ON THE CURRENT SETTING
OF FOOTBALL IN AUSTRALIA FOR THE
PURPOSES OF DEVELOPING A STRATEGY
The administration of football in Australia is at a For all of the challenges, great opportunity beckons
volatile juncture. FFA is currently managing issues for football:
relating to fundamental areas of the sport, including:
• A change in political climate makes football’s role
• Changes to its corporate governance and as the world game more important;
structure which are being driven by FIFA;
• Participation rates at junior and youth levels,
• The professional clubs have organised and for boys and girls, continue to increase across
are agitating for greater influence over the the country (to the point of swamping available
management of the A-League; infrastructure);
• Long-term broadcast deal for the A-League that • The A-League, FFA Cup and W-League have
will significantly influence all aspects of the proven to be competitive mainstream sporting
competition; products with strong corporate and media
partnerships;
• Youth development is at a crossroads with
elite junior national teams failing to qualify for • International and local investors are aggressively
three major tournaments during 2016 and a pursuing licenses within the A-League;
fragmented career path threatens to block our
• There remains strong interest in expanding the
talent pipeline;
professional footprint to incorporate a second tier
• Football’s position as a pre-eminent sport for girls of football;
and women is under threat through increasing
• The Chinese football market continues to
professionalism within other sports;
accelerate in growth offering investment and
• Successfully engaging with Asia and helping professional opportunities;
build the Asian Champions League for collective
• Australia has been Asian champions at Men’s,
benefit.
Women’s and Club level in the last 4 year cycle.
2 3
STRATEGIC WHY, WHAT, HOW?
framework
(Vision & Purpose)
WHY?
Supporting Each
Other. Building
the Game.
STAFF THEMES
Collective Need?
What Does the
Wellbeing Shared Vision
High Standards Member benefits
Organised
Empowerment World Class Enriches Australia Players Know How
Contribution Transparency Influence Champions
Health Equality
Support Financial
Understanding Power Listening Activists
Leading Staff Networks Knowledge
Quality
Workplace Protection Shared Commitment
Telling Story Career befitting Football
Collective Achieve This?
Respect Justice Unified Identity Voice
Inspire Best-practice Community
How Does the
Career of Choice Collaboration Integrity
Effective Pathways Symbolism People Player Player Understanding A Powerful
Representation Development The Game Association
Human Rights Inspire Trust
Bargaining Educate Effective
Culture
Opportunities Respect Intelligence World Class Courage Trust
5
4
VISION & PURRPOSE STRATEGIC PILLARS
Supporting the
Supporting the Players.
Players. Building
Building thethe Game.
Game. This
This has
has footballer, our
footballer, our unique
unique position
position to
to be
be able
able to
to influence
influence
been the
been the long-term
long-term Vision
Vision ofof the
the PFA.
PFA. This
This vision
vision the game,
the game, the
the sports
sport’scollective
collectivecapacity
capacityto toinspire
inspire
integrates: our
integrates: our commitment
commitment to to the
the players,
players, the
the the nation
the nation and
and the
the overarching
overarching social
social and
and cultural
cultural
central role
central role we
we wish
wish to
to play
play in
in aa player’s
player’s journey
journey as
as aa ambition we
ambition we have
have for
for the
the sport
sport ORGANISED KNOW
PLAYERS… HOW…
VALUES …share and drive the Vision and, through
education, are empowered to act in
…is being a thought leader and using our
unique insight and understanding of the
solidarity with their fellow members on dynamics impacting on the global football
issues that impact on football industry to grow the game and the PFA
We hold
We hold aa deep
deep respect
respect for
for the
the game’s
game’s institutions
institutions
and profession of playing the world’s greatest
and profession of playing the world’s greatest game game
RESPECT
RESPECT for aa living.
for living. We
We understand
understand thatthat wellbeing
the wellbeing of the
of the
game is a precondition to the wellbeing of the
game is a precondition to the wellbeing of the players players
We adopt
We adopt aa knowledge
knowledge based
based approach
approach toto finding
finding
solutions to
solutions to major
major challenges
challenges facing
facing the
the game
game andand
INTELLIGENCE
INTELLIGENCE the players. We believe in continuous learning
the players. We believe in continuous learning and and
Player Player Understanding A Powerful
Representation Development The Game Association
development
development
We are a global body that has a major role to play in
We are a global body that has a major role to play in Through collective and Support, recognize Providing policy Demonstrate world
the world game. Our world view embraces the game
the world game. Our world view embraces the game industrial representation, and contribute to the leadership and support class standards of
WORLD CLASS
WORLD CLASS and kits players in our region. Through striving for
and our region. Through striving for excellence, we enable football to development and to ensure Australian administration through
excellence, we seek to advance football in Australia
seek to advance football in Australia and our region become Australia’s success of current, football is the best effective partnerships,
and our region
sporting career of former and future governed nation in the further grow a highly
choice and its safest players, both as world, is internationally influential voice for
Everything we do is based on the unique trust that and most universal professional footballers competitive on and off the players and build
Everything we do is based on the unique trust that
exists with our members. The foundations for that sport for men and and as people the field and is a central a sustainable financial
exists with our members. The foundations for that
TRUST
TRUST trust lie in our deep commitment to our vision, the
trust lie in our deep commitment to our vision, the women, entrenching the part of Australian culture base for the PFA to
quality of our work, our knowledge of the game and PFA as a global leader in enable investment in the
quality of our work, our knowledge of the game and
our belief in acting collectively and in solidarity the player movement players
our belief in acting collectively and in solidarity
We stand by what we believe in. Our great
We stand by what we believe in. Our great
achievements have come in the face of opposition.
COURAGE
COURAGE achievements have come in the face of opposition.
Our position is sustainable because our cause is for
Our position is sustainable because our cause is for
the good of the game and the players
the good of the game and the players
6 7
STRATEGIC
OBJECTIVES
CONSOLIDATED
PLAYER PLAYER UNDERSTANDING A POWERFUL
REPRESENTATION DEVELOPMENT THE GAME ASSOCIATION
Through collective bargaining, Build a world class Player Charting a course to enable World-class standards of
establish football as a career of Development program for players, the ongoing international governance and management
choice for elite athletes integrated with and enhancing all competitiveness of Australian within a membership based
parts of their football journey football organisation
Keeping players in quality careers,
home and abroad, for as long as Players leaving football having a Drive accountability to ensure we Telling their story: Ensure that
possible platform for an improved life as a are the best governed nation in the voice of the players is highly
consequence of their involvement Australian football influential, visible and valuable
in the game
Empowering players with an
understanding of the global football Develop and drive the most Building a sustainable financial
industry and the role of the PFA Ensure the connection between efficient, competitive and secure base for the PFA
the player and the game continues economic model in world football
beyond their retirement as a player
Be a role model for player Building a lifelong relevance and
associations across Australia and Embedding a football culture within relationship with the players
the world Empower players to make educated a sporting nation
decisions that positively influence
their lives
Empower players to take
responsibility for a positive and rich
culture within football
8 9
PILLAR 1:
PLAYER REPRESENTATION
Through collective bargaining,
OBJECTIVE establish football as a career of
choice for elite athletes
Strategic
pillars
We will achieve this objective by...
Securing collective conditions Bargaining to drive the highest Developing high quality
of employment that enable workplace standards across strategy around growing
players to commit to football employers in Australia and Asia professional domestic
as a long-term, professional competitions
Bargaining to ensure football is
career
the safest sport
We will know if we are achieving this objective by...
• High levels of membership • Benchmarking ahead of other
and member satisfaction Australian sports
• Reducing the gap between • Largest number of
local competitions and the professional opportunities in
global elite Australian sport- for men and
women
• Increased junior participation
• High performing national
• Uniform local club compliance
teams
• Influencing Club Licensing
• Players having sustainable
Criteria and Arrangement
and rewarding careers in
Australia
• Increased compliance and
contract security within Asia
• Driving policy and regulation
to prioritise safety
10 11
Keeping players in quality careers, home
OBJECTIVE
and abroad, for as long as possible
We will achieve this objective by...
Providing fearless and expert representation Building appropriate quality control around
when their careers are challenged player agents and advisors
Remove barriers to longevity in the sport Bargaining for optimal product and labour
market regulations
We will know if we are achieving this objective by...
• Unanimous success in • Medical treatment and • Driving athlete centric
dispute resolution medical policy is best- policy and regulation at a
practice domestic and international
• Delivered in an efficient and
level.
effective way • Highly-effective quality
control scheme for player
• Players not leaving the
agents
sport due to financial issues
or disputes • Increased player
satisfaction
Be a role model for player associations
OBJECTIVE
across Australia and the world
We will achieve this objective by...
Being at the forefront of the players whilst executing Being a proactive member of
emerging issues that impact our fundamental obligations to our collectives: the AAA, FIFPro
on football and the rights of members effectively & FIFPro Asia
We will know if we are achieving this objective by...
• Other players’ associations adopting the • Being invited to take on positions of global
policies and practices of the PFA leadership
12 13
Empowering players with an
OBJECTIVE understanding of the global football
industry and the role of the PFA
We will achieve this objective by...
Developing induction, Providing regular contact with Develop effective
education and transition tools members through ongoing communication tools that
for players at all stages of their reporting and Player Relations specifically target and speak to
football journey meetings our members
We will know if we are achieving this objective by...
• Building deep engagement • Deep delegate • Members’ understanding
with players at elite youth understanding of issues of PFA position on
level industry issues
• Players publically
• Being the most valuable supporting the positions
information resource in taken by the PFA
Australian football
14 15
PILLAR 2: Players leaving football having
a platform for an improved
PLAYER DEVELOPMENT OBJECTIVE life as a consequence
of their involvement
in the game
We will achieve this objective by...
Build a world class Player Development
Better understanding the Allocating appropriate Developing emotionally
OBJECTIVE Program (PDP) for players, challenges and desires PFA resources to resilient and well balanced
integrated within, and enhancing, of every player as they supporting players during people through ongoing
leave the sport (through their transition workshops and targeted
their football journey exit interviews and wellbeing support to
Developing structured and
longitudinal tracking) players and families
personal relationships
with each player
We will achieve this objective by...
We will know if we are achieving this objective by...
Delivering the PDP through Implementing individualized Ongoing dialogue with AAA
• Player life • Player satisfaction • Family
the best Player Development strategies for the management members which ensures a free
satisfaction and on leaving football engagement with
Managers (PDMs) who have of players and workplaces flow of information around
mobility tracking services
been trained and mentored what best practice looks like • Players having
ahead of average
about their role and objectives individual plans • Increased
• Connecting and connected to awareness of
players to future future careers wellbeing support
careers network
We will know if we are achieving this objective by... • Player
• High quality staff engagement in
working with workshops
players
• High trust between the • High levels of membership • Bridging the gap between
PDM and player engagement in PDP PFA programs and those
offered within other sports
• Retention of quality PDMs • Constructive flow of
information between player,
• Increasing PDM awareness
PDM and employer
of players issues
16 17
Ensure the connection between the
OBJECTIVE player and the game continues
beyond their retirement as a player
We will achieve this objective by...
Implementing PFA Alumni Developing past players as a Cultivating educational
Program to enable ongoing resource for current players, opportunities for footballers
connections between former through mentoring and toward the ends of their time
players and the building of leadership as a player
networks for past players
Formally recognising the
achievements of past players
Empower players to make educated decisions
OBJECTIVE that positively influence their lives
We will achieve this objective by...
Incentivising players to undertake education and Ensuring the high quality induction of players
skill acquisition whilst employed as a footballer into the A-League and generally into the football
industry
Empower players to take responsibility
OBJECTIVE for a positive culture within football
We will achieve this objective by...
Develop structures which enable players to Engaging with players about what they want
perform valuable community services in areas Australian football to look like and the promotion
of interest and have a voice in areas away from of this throughout the membership
the pitch
18 19Drive accountability to ensure we are the
OBJECTIVE
PILLAR 3: best governed nation in Australian football
UNDERSTANDING THE GAME We will achieve this objective by...
Ensuring there are world class Ensuring the governing body Ensuring sophisticated
Charting a course to enable measures in place to protect is kept accountable for its engagement with core partners
the integrity of the game administration of the sport within Asian and world football
the ongoing international
OBJECTIVE
competitiveness of Australian
football We will know if we are achieving this objective by...
• Transparency in all areas • Accountability to the • Influencing decision-making
professional game at AFC, FIFPro Asia, FIFPro
We will achieve this objective by... • Low rates of non-
via adequate PFA and FIFA
compliance across
representation within the
employers
FFA governance structure
Creating a football pathway Establishing structures that Providing ongoing support
that attracts and retains the equip players for life as a to players to ensure they can
nation’s best athletes professional footballer remain within elite football
Implementation of accessible, World-leading talent Providing outstanding Develop and drive the most efficient,
best practice football services identification and talent development and career OBJECTIVE competitive and secure economic
to players throughout the management practices opportunities for players
pathway
model in world football
We will know if we are achieving this objective by... We will achieve this objective by...
Building a transparent model Ensuring we maximise Understanding the economics
• Increasing our talent pool • Increasing the number of • Players not lost to the sport for the management of the the sports’ revenue and its of world football and
players in the world’s top 5 through external factors, professional football economy attractiveness to capital developing an effective player
• Clear pathway from
leagues not relating to talent and investment strategy
grassroots to the A-League
capability
can be articulated • Players who are products of
the system become world- • Talented players are
• Achieving success at under-
class not falling out of the
age tournaments We will know if we are achieving this objective by...
professional pathway
prematurely
• Players and clubs know, and support, what • Commercial properties leveraged.
money is being invested and where
• Targeted investment in players and player
• Endorsed plan for growing the A-League and development delivering a high quality
W-League is in place competition that is financially sustainable
20 21OBJECTIVE
Embedding a football culture within a
sporting nation
PILLAR 4:
A POWERFUL ASSOCIATION
We will achieve this objective by...
Develop a unified purpose Prioritising football Taking leadership on issues
considerations in the that are inherent to the
administration of the sport wellbeing and success of World-Class standards of
football OBJECTIVE administration within
a member based
We will know if we are achieving this objective by... organisation
• Strategic stakeholder • The specific and often and Asia on issues of
alignment unique needs of football human rights
• Structuring the sport to
are placed ahead of
• Fostering social cohesion We will achieve this objective by...
commercial considerations
prioritise international between established and
competitiveness • Capacity to demonstrate emerging communities
leadership within Australian Deeply engage current and Providing outstanding Build effective, value-add
former players in the PFA’s standards of service delivery partnerships with the
affairs and the wellbeing of game’s key stakeholders and
Being at the cutting edge of the
the game becoming an indispensable
policy and strategy of football
contributor to the sport
We will know if we are achieving this objective by...
• High levels of membership • Influencing popular
opinion on issues
• High-quality Executive
• Obtaining uniformly
• Former players staying
positive outcomes for
involved in key football
players in an efficient and
roles
principled way
• High member satisfaction
• Our position is proactively
and service take-up
sought on whole of game
• Influencing policy at FIFA/ issues
FFA/Club/MF level
22 23Telling their story: Ensure the voice Building a secure and sustainable
OBJECTIVE OBJECTIVE
of the players is highly influential, Financial Base for the PFA
visible and valuable
We will achieve this objective by...
We will achieve this objective by...
Developing a clear strategy to Ensure the highest career paths that enhance the
build revenues and assets by standards of corporate competitiveness and standing
Provide industry leadership and Attracting, developing and Become a highly visible leveraging our core strengths governance, transparency and of football
ensure ultimate player control retaining outstanding staff with advocate for the players of Organised players and accountability to the members
Build a membership base
over PFA affairs a real connection to the players through shows of pride in know-how
Ensure the PFA’s resources are that has significant value to
being part of the PFA
Investing in learning, Being positioned as a returned to the players through commercial partners
knowledge and harnessing respected voice of the players Have a deep understanding of
technology to enhance and champion of the game our members and what they
our communications with want from their association We will know if we are achieving this objective by...
members
• Generating enough revenue streams • High take up of Player Development services
We will know if we are achieving this objective by... independent of CBA to become self-sufficient
• Clear transition plan and opportunities for
• The prudent management of member funds every player
• Highly trained Executive member of the PFA • Regular performance reviews • Increasing the value and number of our
commercial partnerships as well as services
• Player understanding of • The views of players being • Clear policy for member feedback
to our members
issues sought and respected • High levels of stability within a player’s career
• Clear process for assessing • Players proudly wearing
PFA performance and using PFA branded
merchandise
• High levels of player
understanding of issues • Players actively engaging
with the PFA on all media
• Influencing public opinion on
platforms
issues
• High rates of member
• High levels of staff retention
satisfaction
and institutional knowledge
• High rates of member
• An aspirational place to work
engagement with PFA
• High levels of respect across services
the members and industry
• Players taking pride in being a
24 25Building a lifelong relevance
OBJECTIVE and relationship with players
We will achieve this objective by...
Engaging more deeply than at a transactional Increasing membership services to past and
level, but working with the players and their present players
extended family
We will know if we are achieving this objective by...
• Players seeking our support • Player’s partners seeking • Building bespoke services
at different stages of their our advice for players in transition with
lives significant uptake
26 27C O U R A G E
W OR L D C L A S S
I N T E L L I G E N C E
T R U S T
RE S P E C T
Professional Footballers Australia Inc.
221/757 Bourke Street, Victoria, 3008,
Email: info@pfa.net.au
Tel: 1300 650 497You can also read
