Big Deals
By Ricky Nixon
Whilst the AFLPA cry out for a share of the top Clubs revenue in a bid to raise more money for their operations, programs and player salaries they seem to make very little noise about ways and means for the Superstars of the game to earn what rightfully they deserve.
What do I mean by this ? It’s long been my belief that the SuperStars of the AFL are being ripped off when it comes to their total earnings both on and off the field. In the year 2000 Wayne Carey was earning approximately $1.1 Million from playing and approximately $500K in off field earnings which included the likes of Nike, Triple M, Foxtel etc.
Compare that today with likes of Gary Ablett Jnr, Nat Fyffe or Buddy Franklin who are only earning a similar amount (I’m lead to believe less) yet Carey’s deal was 15 years ago !
It’s not their Agents fault (apart from lack of creativeness) it’s a combination of the AFL’s all in powering restrictions and the AFLPA’s want to negotiate for the collective player group (which rewards the average player) but bleeds the Superstars Pocket.
Players in the mid range who I believe are worth $250K-$300K are earning $400K+ at the expense of the Superstars who are told to sacrifice wage for the sake of team success yet are restricted when trying to earn off their reputations and IP (intellectual property) such as likeness, identity and autographs etc.
What do I mean by this ? Put simply the AFL restricts massively Star Players from earning outside the TPP (Total Player Payment ie Salary Cap) and Additional Services Agreement (also capped). For example the Players cannot conflict with the nominated major sponsors of the AFL and their Clubs and need to seek permission for everything they do when promoting themselves as AFL players. Even if they are given permission the AFL wants it’s slice and if not their slice they more often rule that the income should form part of the TPP or Additional Services and hence most times the deals don’t happen.
It’s time for the AFLPA to stand up for the Stars of the Game and not at the expense of the top Clubs.
You might be wondering how I managed to do this over a 20 year period.
To start with I got Star players to incorporate their own promotional company. They would then sell their IP to the company for $2 then contract their IP exclusively my company. I would then sell that IP to the Stars Club for a very sizable fee ie $300K-$500K for them to use non-exclusively. This would give the Star $300K (less my commission) outside the TPP and very legitimate.
My entrepreneurial flair when it came to deal making was what set me aside from other Agents.
I once registered the domain names (web addresses ie www.buddyfranklin.com.au) for two Superstar Forwards at a powerful Melbourne based team in the northern suburbs and then on sold them to the Club for to use non-exclusively for a six figure sums. When questioned by the AFL about how they could possibly be worth a six figure sum I simply argued that they are worth whatever the buyer is prepared to pay. There was no precedence . Both players got a six figure sums outside the TPP and it meant the Club saved a substantial amount in their TPP for other players. It was all above board. Left field yes but it rewarded Stars way more than they are being rewarded today.
Thinking outside the square but within the rules is something I made a hobby of and boy did my Players enjoy my hobby.
The AFL once raised their eyebrows at how much I charged some Clubs to join my Irish Recruiting Program. What their rules didn’t allow was for the AFL to investigate what I did with that money. I’m sure it contributed to some Stars moving from Traralgon to Toorak if you get my drift.
With Wayne Carey, Jason Dunstall and James Hird behind me I created the first ever Radio/TV/Internet show in Australia. It was called “The World According to Pig, Jimmy and Roo Boy” An absolute ratings bonanza for Triple M and Foxtel. It put big money in the Players Pockets it gave the supporters something they had never had (access directly to the biggest names in the game) and it delivered for sponsors and for the media outlets. “The World According to Pig, Jimmy and Roo Boy” evolved over the years in to “The Gospel” which featured Dunstall, Nick Reiwoldt, “Spida” Everitt and Nathan Brown.
Today those sort of deals are virtually impossible because of the TV Rights restrictions and the Telstra deal with the AFL. Also the Clubs have their own Websites and in some cases TV Shows. The Star Players loose again.
Remember the old bus with Ted Whitten and Four ‘n Twenty Pies ? When today do you see the Star Players in fun promotional TV campaigns ? Hardly ever.
In 1995 I created Club 10. Club 10 comprised of the biggest 10 names in the game including names such as Lockett, Carey, Ablett, Dunstall and Lyon. It was the first time someone had marketed the Stars of the game as a group. It put the Superheroes in front the fans. It made the Players additional income outside their playing wage, it promoted the competition, it promoted clubs. More importantly it created hero worship. Something sadly lacking today
The AFLPA should be fighting for the rights of the Star players to sell themselves much more to potential sponsors, advertisers, marketers etc as well as online service as a means to making much more financially from their limited time in the game. Not trying to take it away from the top Clubs who are also working in an AFL restricted environment to increase their revenue.
The AFLPA itself and the current players today don’t even realise that in 1995 when the AFLPA was basically bankrupt my wife and I mortgaged our house to take the AFL to court over the IP rights of the Players. The AFL settled on the steps of the court 1 minute prior to case starting. My wife still can’t believe we risked the lot for the future of the Players. Amazingly to this day we’ve never been thanked once.
The Players regained control of their IP which had previously been assigned to the AFL via a clause in the yearly registration form and set the standard across Australia in all sports for the IP rights of all athletes in a particular the AFL, NRL, Cricket and Olympic Sports.
Whilst Clubs and the AFL whinge about what Free Agency is doing they fail to realise that Free Agency could have been avoided if they simply followed my idea of 10 years ago to have one Franchise Player at each Club (nominated yearly) who can be paid whatever the Club likes and outside the TTP. This may well have stopped Buddy Franklin leaving Hawthorn and Gary Ablett Jnr leaving Geelong.
It’s time the AFL and the AFLPA looked after the Stars who make the turnstiles click but not at the expense of Clubs.
Ricky Nixon’s take on AFL #ChickenGoesBANG Mondays and Fridays 6pm Sporting News Australia
Contact Ricky Nixon via info@rickynixon.com.au
Ricky Nixon 