West Australian Football

THE West Australian Football Commission has been honoured for its best practice District Management model with recognition at the recent West Australian Sport and Recreation Industry Awards.

The WAFC, which has been nationally recognised by the AFL for its District Management model, received the Industry Award for Management among an impressive list of contenders.

The WAFC was also shortlisted as a finalist in two other award categories including Volunteer Support and Commitment to Professional Development.

WAFC Chief Executive Officer Wayne Bradshaw said it was a great honour to receive the award and be shortlisted for two others after several years of research and consultancy to bring the District Management model to fruition.

"To receive this award in recogntion of our hard work and the ongoing success of our District Management model over the last six years is fantastic for everyone invlolved," Mr Bradshaw said.

"The new model has seen participation increase by about 90 per cent since its introduction and helped to secure the long-term future of football in Western Australia."

The District Management model was developed in 2003/04 in response to a lack of growth for WA Football and following a number of National and State research reports, the WAFC undertook the courageous steps of structural and governance reform.

It developed and introduced a state wide management model, allowing resources to be deployed into a more effective position that celebrated empowerment whilst providing necessary funding investments. A key point was the introduction of a District Manager role within each District.

Every District has been positioned to collect all of the Football goodwill within its community and lead a Centre of Excellence that will provide ongoing support to every stakeholder.

Picture: WAFC CEO Wayne Bradshaw with the West Australian Sport and Recreation Industry Award. 

DISTRICT MANGEMENT MODEL

The Process

• Dissolving of the 6 large Metro junior Leagues, development of 9 new Councils.
• Creation of 17 Independent District & Regional Football Development Councils.
• Alignment of each Developmental District/Region to a State League Club (WAFL).
• Evolving into the District Centre of Excellence concept.
• Clear and accessible participation pathways from introduction to Elite level.
• Sustainable provision of HR requirements at Grassroots level with clear roles and responsibilities of all District Management and Development Staff.
• Balanced focus into every segment of the game.
• Enhanced support to Volunteers, Officials, Coaches, Players and Administrators.

Alignment

Clubs, Schools, Communities, Competitions and State Leagues were aligned into the 17 Districts in a manner that would prove to result in significant participation benefits. Key segments of WA Football were empowered to lead their corners of the game as they were given capacity to be responsible for their Districts and Regions Strategic Direction.

Over the past 6 years the WAFC has invested appropriately into the game at grassroots level to ensure that every stakeholder has accessibility to participate, officiate, volunteer, coach or spectate. To compliment this restructure the WAFC Human Resource assets have been bolstered to levels that provide immediate and meaningful support to the games 46,000 Volunteers. This support stretches from Governance, Education, Training, Planning, and Accreditation to Advocacy.

Evolving Model

In 2008/9 the WAFC worked closely with key stakeholders to evolve this successful model. Districts are now functioning to the point where innovation is evident in everyday business. Additional HR assets have been invested to ensure key District staff will remain focused on broad based participation outcomes. To meet the High Performance (Talent) segment needs of WA Football, the WAFC has invested in partnership with the WAFL State League into 9 PDO (Pathway or Talent Development Officers) with one being appointed to each State League Club .

People

The WA Football Model is underpinned by a vast army of Volunteers. To professionally coordinate this mass of people the WAFC have had to ensure that it attracts quality Managers with a diverse range of skills. The management of this has been recognised nationally by the AFL as the leading Football model in Australia.

The District Management model is driven by a District Council Chairman (Key Volunteer Appointment), with the support of the WAFC funded District Manager, Development Officers and Central Office Consultants. This group drive game development.

Key Result Areas

• No Bottom up funding required. Game remains cheap in comparison to competitors.
• Introduction of Quality Game environments.
• Leadership, Guidance, Support and Advocacy for each stakeholder.
• Capacity to localize Strategic Planning.
• Increased investment into grassroots football by the WAFC.
• Empowered Volunteers.
• Significant increase of Players, Volunteers, Coaches, Officials & Spectators.