Managing an AFLW Football Department


Overview – 
This Advanced Certificate in Managing an AFLW Football Department is a comprehensive program designed to equip participants with the essential skills and knowledge needed to successfully lead and manage an AFLW Club Football Department.

Throughout this course, participants will have the unique opportunity to gain valuable insights directly from Breeanna Brock, a seasoned professional in the field, as she shares her experiences, perspectives, and core beliefs.

The course will cover:
  • Overview of the role of Head of Women’s Football
  • Organisational Structure
  • Managing in the changing AFLW environment
  • Player retention strategies
  • Challenges in the Role
  • Key relationships
  • Innovation and Future Thinking

The course begins with an insightful overview of the pivotal role of Head of Football, providing participants with a deep understanding of the responsibilities and expectations associated with this key position.

A focus on organisational structure will delve into the intricacies of building and maintaining an effective framework to support the success of the AFLW Club Football Department.

In the ever-evolving landscape of AFLW, effective management requires adaptability and strategic thinking. The program explores the dynamics of managing within the changing AFLW environment, offering participants the tools to navigate challenges and capitalise on growth opportunities.

Player retention strategies, a critical aspect of sustaining a competitive team, will be thoroughly examined, providing participants with practical approaches to securing and developing talent.

Throughout the course, participants will gain valuable insights into the challenges inherent in the role of managing an AFLW Football Department and learn strategies to overcome these obstacles. Key relationships within and outside the organisation will be explored, emphasising their importance in fostering a successful football department.


Live Zoom – AEDT
TBC 2024 from 10 am to 1 pm 

*Enrolments close one week before the first workshop date


Course PresenterBreeanna Brock
Head of Women’s Football, Brisbane Lions

Breeanna Brock was the first female CEO to be appointed in the AFL. In her five-year tenure in womens football, she has cemented Queensland’s reputation as one of the powerhouse states for women’s AFL. By establishing the Brisbane Lions inaugural women’s team, who went on to play an undefeated debut AFLW season, Breeanna has created a full playing pathway for the women and girls of Queensland.

With access to this elite, high-performing environment, females are no longer forced to abandon a game they love due to a lack of professional opportunity. Above all, Breeanna’s work is slowly dismantling age-old thinking around female representation in sports, to create a more level, gender-balanced, playing field.

More about Breeanna 

For more than a decade, we have taken great pride in developing sports careers at the Centre for Athlete and Sports Education (CASE). As an integral component of AFL SportsReady, our devoted team of AFL and sports professionals has been unwavering in their dedication to supporting the industry since 2013. With ten years of experience, CASE has successfully guided many participants towards achieving professional excellence.

Join us and elevate your career to the next level.

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