Capture the flag: How every AFL club is planning to win a premiershipFebruary 26, 2020
Tom Morris
FOX SPORTSWhen Richmond released its strategic plan in early 2010, it was mocked across the industry.
The Tigers didn’t just want to be the top Victorian club by 2020, they willingly shouted it from the top of the Jack Dyer stand across Punt Road.
Brendon Gale was the architect behind the ‘Winning Together’ blueprint. But under his wing was an ambitious young membership manager by the name of Cain Liddle.
Liddle, in his next role as Carlton chief executive, oversaw the production of ‘The Carlton Way,’ which was publicised to members last March.
But in 2011, Carlton released ‘The Blue Print,’ which aimed to win two flags by 2015. Instead, the club sacked two coaches.
Anyone who thought the Tigers were overreaching in 2010 would have eaten their words towards the back end of the decade.
Now Melbourne has joined the party, releasing its roadmap for premiership glory early last week. For a club that has endured a flag-free 55-year stretch, the ambitious plan has polarised on-lookers — just as Richmond’s did a decade ago.
Brownlow Medallist Gerard Healy said he “doesn’t have a problem with the plan and good luck to them” in an interview with foxfooty.com.au, while Dees great Garry Lyon argued from a fans’ perspective.
“I’m a lot like a lot of Melbourne supporters, mate. We are sick of the talk,” Lyon said.
“I understand them putting the strategic plan out. Anything that will keep the club to account. But let’s just get on with it.”
As former chief executive of the International Cricket Council and Tigers board member Malcolm Speed noted on SEN last week, most strategic plans are doomed from their formation.
“It’s quite ambitious, but I’d be surprised if each of the 18 clubs didn’t have somewhere in its strategic plan that it wanted to win a premiership in its next four years,” Speed said.
“Eighteen teams and four premierships. There aren’t enough to go around.
“But by putting it into the media, they are using it as a marketing tool. A football club markets hope. That’s what they sell.”
So does your club have a strategic plan? And if it does, how much of it (if any) does it release externally?
Foxfooty.com.au went digging around the league to uncover each team’s blueprint for success. These were the results.
RICHMONDSince 2010, Richmond is constantly evolving its ambitions and aims. The Tigers’ achievements since 2017 have exceeded all external expectations, but not the ones Gale set internally.
See other clubs' strategic plans here: https://www.foxsports.com.au/afl/afl-2020-every-club-strategic-plan-melbourne-strategic-plan-how-clubs-are-trying-to-win-premiership-tom-morris/news-story/7be7c28b712dca4cb6d3ff881b8c3724