FD02e Year Book 2002-REV - Fremantle Football Club

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the year in reviewINTRODUCTIONThe implementation ofsynergy between all areasloss, it is pleasing that thisThe 2002 season was oneof improved performancesnot only on the field butalso through the entireclub. Much has beenachieved during the yearto set the foundations foragreat football Club.FOOTBALL OPERATIONSThe structure and operationof the football departmentwas overhauled at the endof the 2001 season. TheClub appointed a new SeniorCoach, Football Manager,Strength and ConditioningCoach, and Player ContractsManager to bring about therequired improvements inthe operations of thefootball department, teammanagement and playercontracts and salary capadministration.The Club recruited well atthe conclusion of the 2001season attracting seniorand experienced players aswell as some very promisingyoung talent to the Club.The year was all aboutdevelopment. Developingthe players and team into aprofessional operation withnew team structures,training programmes,disciplines and game planimplemented. The footballoperations were focused onrestoring respect for theadvanced trainingprogrammes was theprimary focus at the startof 2002 to develop thephysical capabilities of theplayers to withstand therigours of the season. Theresults could be seen duringthe season with the teamfinishing matches strongly.While on-field performancesat Subiaco restored theClub’s home groundadvantage, performancesaway from home continuedto be a key issue.The team travelled to moreparts of Australia than anyother club in the AFL in2002 and the travelregimes continued to beimproved over the year.New additions to theplaying group and theimproved management ofthe Club’s player list in2002 have positioned thefootball department in asound position to meet itsstrategic priority of being aconsistent finals contender.COMMERCIAL OPERATIONSThe revenue generationdepartments, Membership,Corporate Sales, Eventsand Merchandise, wererestructured during 2002and consolidated into anew centralisedCommercial Operationsto maximise revenueopportunities in the futureand improve efficiencyof resources.The year was highlighted byan increase in homeattendances at Subiaco Ovalwith Fremantle achievingthe highest percentageincrease in the AFL in 2002of 23 percent, achieved inan environment where homeand away attendancesacross the AFL were at theirlowest level since 1996.The Fremantle home gameagainst West Coast Eaglesin the 16th Western Derbyset the record for thelargest AFL crowd at thenew Subiaco Oval, madeeven sweeter with acomprehensive victory.The recruitment of new staffand high profile playersfollowing the dismal 2001season created significantmomentum at all levels ofthe Club. With theimprovement in on-fieldperformance in 2002 thisenabled the Club to maintainits membership andcorporate clients based onthe new sense of direction.A special thanks must beextended to all our sponsorsfor their continued support.FINANCEFollowing a disastrous 2001figure was reduced byapproximately $1 million inthe 2002 financial year.However, the 2002 financialyear reflected thecontinuing challenge facingthe Club as it strives tobalance its financialcommitments with itsoperational objectives.This improvement wasachieved through a mixtureof aggressive costmanagement and increasedrevenue, particularlyimproved attendances athome games.Continuing losses do notprovide sustainability forthe Club. Improvementsachieved in 2002 arerequired to be repeatedagain in 2003 for the Clubto achieve its strategicpriority of being aprofitable, financiallystable football club.To ensure this strategicpriority is achieved, the Clubhas undertaken its mostdetailed budgeting processyet for the 2003 financialyear. All involved at the Clubare committed to continuingthe improvements made in2002 and the necessarycontrols, procedures andprocesses to build revenues,judiciously manage costsClub within the AFLdivision. This centralisationfinancial year in which theand reduce debt have beencompetition.was completed to deliver aClub recorded a $2.5 millionimplemented.18 Fremantle Football Club 2002 Year Book
the year aheadINTRODUCTIONWhile everyone involved with the Club can take pride inthe improvements achieved in 2002, the challengesconfronting the Club should not be underestimated.Significant efforts have been made by players and staff toensure that these improvements were achieved but at thesame time the future was clearly under the microscope.For over three months, the Board of Management and thesenior executives developed the Club’s Strategic Plan for2003 to 2005 – “Every Quarter of Every Match”. The planarticulated four strategic priorities for the Club: FinancialViability, On-Field Success. Powerful and Definitive Brandand Ethos, and Successful Decision Making.The Strategic Plan, presented to the Western AustralianFootball Commission, the AFL Commission and AFLExecutive, and other key stakeholders, establishes thepathway for the Fremantle Football Club to be aconsistent finals contender and be on track to winthe Club’s first premiership.The initiatives and strategies contained within the planhave the commitment of the Board of Management, staffand players. The Club has recruited well and now has thepeople, the game plan and unity of commitment to achieveour strategic priorities.The plan demands responsiveness and flexibility to rapidlyrespond to changes and opportunities that presentthemselves at any time without losing sight of thestrategic priorities. It is by managing the Club for “everyquarter of every match”, both on and off the field, that theFremantle Football Club will have its day.Stakeholders, members and supporters will enjoy the fruitsof their loyal and passionate commitment to our Club.“every quarterof every match”FINANCIAL VIABILITYON-FIELD SUCCESSPOWERFUL ANDSUCCESSFUL DECISIONTo turn Fremantle into aTo build a team that is aDEFINITIVE BRANDMAKINGprofitable, financially stableconsistent finals contenderAND ETHOSTo be regarded as the bestfootball club by building netand is on track to winBuilding a national,decision makers in the AFL.revenues, judiciouslyFremantle’s firstcommercially attractivemanaging costs andpremiership.brand that reflects ourreducing debt.values and traditions,establish a winning andprofessional Club culturethat demands respect, andmake an annual contributionto WA football.Fremantle Football Club 2002 Year Book 19
Page 1 and 2: $10(inc GST)
Page 3: year book 2002 contentsSPONSORS IN
Page 6 and 7: the CEOI think it wasBryce Courtena
Page 9: the coachThe single bestfeature of2
Page 12 and 13: the awardsPAVLICH STORMS HOMEIt was
Page 14 and 15: the awardsFOURTH PLACE: PAUL HASLEB
Page 16 and 17: GIUDICES U R V E Y SESTABLISHED 197
Page 18 and 19: Dale KickettThe UniqueDale KickettS
Page 23 and 24: the season in profileEarning respec
Page 25 and 26: ounds 3 & 4ROUND 3vs Hawthorn at Yo
Page 27 and 28: ounds 7 & 8ROUND 7vs Adelaide at Fo
Page 29 and 30: ounds 11 & 12ROUND 11vs Western Bul
Page 31 and 32: ounds 15 & 16ROUND 15vs Kangaroos a
Page 33 and 34: ounds 19 & 20ROUND 19vs Richmond at
Page 35 and 36: the 2002 team2002 SeasonAt A Glance
Page 37 and 38: 2002 stats2002 GAMESPeter BELL 22Br
Page 39 and 40: Justin Longmuir crashesthrough to t
Page 41 and 42: 2003 AFL seasonPRE-SEASON MATCHFrem

FD02e Year Book 2002-REV - Fremantle Football Club

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