The contest to replace former AFL Commission chairman Richard Goyder was bruising and highly political, but Goyderโs successor, former Geelong president Craig Drummond, has foreshadowed even more upheaval.
Drummondโs move to introduce nine-year term limits for commissioners will trigger a major refreshย if itโs successful, with four commissioners โ Paul Bassat, Simone Wilkie, Andrew Newbold, and Gabrielle Trainor โ at least 10 years into their tenures. Former Macquarie Bank boss Robin Bishop joined in 2017.
Drummond has suggested staggered exits would be best, but the looming overhaul comes at a pivotal moment for the game, with Tasmaniaโs entry, club frustration over governance and questions about whether the commission still possesses the authority, independence and football expertise that once made it the most powerful board in Australian sport.
The commission was designed to rise above club politics and make decisions in the long-term interests of the game. But critics argue that over time it has become increasingly corporate, with too few members possessing deep football credentials and too many major decisions viewed through the prism of stakeholder management rather than leadership.
The stakes are significant. AFL commissioner remains one of the most prestigious appointments in Australian sport. Former commissioner Sam Mostyn has since risen to governor-general, after all, while generations of business leaders, administrators and football figures have used the role to help shape the direction of the national game.
So, who will Drummond and the AFL turn to? This masthead has spoken to current and former administrators, club presidents, commissioners and senior industry figures about the skills Drummond should prioritise as he reshapes the gameโs governing body. None would speak publicly as they didnโt want to be seen to be pushing a particular candidate or agenda, although former AFL chief executive Andrew Demetriou spoke in general terms.
โCraig Drummond is a good operator. Heโs got a great reputation, so Iโm backing him,โ Demetriou said.
โHeโs the right person to identify commissioners of quality and the right skills, from the right background.โ
Given two of the commissioners whose terms would be nearing an end are women, the expectation is that they would be replaced by women. The AFL would also consider drawing commissioners from different parts of the country, and look for a mix of skills.
While there is no formal shortlist, a clear theme emerged: the next generation of commissioners should combine football intelligence, commercial acumen and genuine club-level experience.
The football minds
The commission has traditionally been heavy on corporate expertise but light on people who have actually lived the game. There are two football people on the current commission โ Andrew Ireland and Matt de Boer – but in 2023 the legendary Leigh Matthews withdrew himself from the selection process because heโd become disenchanted with the drawn-out selection process.
As the competition grapples with issues ranging from football operations to the disaster that is the fixture, player movement and competitive balance, there is a considerable argument for adding voices who understand the sport from the inside.
Luke Ball
Ball has contemporary football credibility without the baggage of club politics. A former St Kilda captain, Collingwood premiership player and AFL Playersโ Association president, industry experts say he understands the modern player, the pressures of the industry and its competing interests.
His appeal is not just that he played. Plenty have. It is that Ball has long been viewed as thoughtful, measured and independent-minded โ the sort of person capable of seeing the game through more than one lens. At a time when the commission is being urged to add greater football intelligence and stronger voices, Ball would offer lived experience and administrative substance.
Phil Davis
The former Greater Western Sydney captain is regarded as a deep thinker, combining leadership experience with an interest in governance, strategy and the broader direction of the game.
He understands expansion, having been a foundation Giant, has experienced football in both traditional and non-traditional markets, and has developed a reputation as a considered and articulate communicator.
At a time when the AFL is grappling with questions around growth, equalisation and the future shape of the competition, Davis would offer a contemporary football perspective without being captive to any one club or constituency.
Davis has been working for Boston Consulting Group, looking into strategic transformation programs for large Australian companies, from growth to AI to capital delivery programs. Fair to say, heโs a smart cookie.
The powerbrokers
The AFL is a multibillion-dollar entertainment business. The commission needs directors who can negotiate broadcast deals, navigate government relationships and make difficult commercial decisions in an increasingly competitive sporting landscape.
Eddie McGuire
No potential appointment would generate more debate, but few figures in modern football can match his understanding of the industry, having spent decades operating at the intersection of media, club administration, politics and major events. As Collingwood president, McGuire helped transform the Magpies into a commercial power.
Supporters argue McGuire possesses the qualities some believe the commission has lacked recently: conviction, authority and a willingness to challenge prevailing thinking. He understands broadcasting, club finances, fan engagement and the political realities of running a national competition.
But McGuireโs critics point to his close association with Collingwood and occasionally divisive public profile. The question would not be whether he could make an impact on the commission, but whether the AFL is prepared to embrace such a strong and influential voice.
If Drummond does reach out to McGuire, it wonโt be the first time the league has called on his assistance.
McGuire was one of the key figures that comprised the AFLโs crisis cabinet to guide the game through the COVID-19 pandemic.
Given he still runs media business Jam TV and hosts Footy Classified on Nine, owner of this masthead, on Tuesday nights, a transition to the commission wouldnโt be easy.
Christian Johnston
The former Goldman Sachs Australia chief executive and current Melbourne Cricket Club vice president operates at the highest levels of business, negotiation and governance, building a reputation as one of the countryโs most respected dealmakers.
Johnstonโs supporters argue he would be suited to steering the commission through complex commercial and political pressures that will come with the next broadcast rights negotiation and Tasmaniaโs entry.
While he lacks a traditional football administration background, his experience leading major organisations and managing competing stakeholder interests would make him a compelling candidate for a body originally designed to put the long-term interests of the game ahead of individual clubs.
Drummond and Johnston are old pals.
They were part of the investment banking industry at the same time and are both old Scotch College boys. Both barrack for Geelong.
Johnston would represent a return to the AFL Commissionโs original philosophy: appointing accomplished leaders whose primary role is not to think like football people, but to think about what is best for football.
The club builders
For all the AFLโs growth, the clubs are still the lifeblood of the competition. These are leaders who have spent years balancing budgets, building memberships, overseeing major projects and understanding what decisions from AFL House actually mean at club level.
Sonja Hood
Hood has hands-on football administration, senior governance experience and a deep understanding of one of Australiaโs complex public health systems. As North Melbourne president, Hood has spent the past six years leading the club through financial challenges, on-field struggles and repeated scrutiny, so her supporters say she understands the pressures at the coalface.
Away from football, Hood built an extensive career in the health sector, including senior leadership and governance roles across hospitals, health services and community organisations. That experience would be particularly valuable for a commission increasingly required to make decisions on player welfare and mental health to community participation and social policy. Supporters say Hood combines something the AFL often seeks but rarely finds: a leader capable of understanding both the human and commercial dimensions of the game.
Kylie Watson-Wheeler
Watson-Wheeler, who is president of the Western Bulldogs and a director of Tennis Australia, has experience at the intersection of media, technology and global entertainment. A senior executive with Disney and one of Australiaโs most respected media leaders, Watson-Wheeler has spent her career navigating the industries that will shape the AFLโs future.
Her expertise would be particularly relevant as the league prepares for the next era of broadcast and streaming rights. While previous generations of commissioners helped build the AFLโs television model, the next challenge is understanding how audiences consume sport in an increasingly fragmented media landscape.
Just as importantly, she has already demonstrated an ability to contribute at AFL level, having served on the Dogs board since 2020 and playing a role in several major decisions, including shoring up the futures of coach Luke Beveridge and captain Marcus Bontempelli, during a period of significant change.
If Watson-Wheeler was approached to join the commission, sheโd have to choose between that and her presidency at the Bulldogs. Industry sources say sheโd lean more towards completing the task at hand, with several years left at the helm planned.
Other contenders
Former club presidents Jeff Browne and Peter Gordon were in contention to replace Goyder until Drummond was endorsed by the AFL and elected unopposed, and their names are still raised in conversation. Gillon McLachlan would not be eligible to join the commission until 2032 under the proposed constitutional reforms. And the statesmanlike Patrick Dangerfield, the Geelong champion who intends to play on next year, would have to make a choice between a lucrative media gig and a commission role in retirement.
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Sam McClure is an award-winning AFL journalist and broadcaster.Connect via X or email.
