Transparency, accountability, communication: AFL moves towards better club outcomes

FIVE months since AFL Barwon announced its reform and restructure, work behind the scenes is continuing to move the entity forward.

The changes were announced by AFL Barwon and AFL Victoria in November 2025 with aims to establish clearer strategic and operational roles.

Since then, Kate Patterson has been appointed as the league’s first chief executive, while Lisa Patterson has continued in the AFL Victoria region manager position for Barwon.

Lisa has also opened recruitment for the Barwon Regional Council.

Together they are working towards a system that will create better outcomes for community football.

The league entity, led by Kate, will focus on local league governance, administration, commercial revenue and management of by-laws, investigations and tribunal.

The council will oversee football’s direction in the region, rules and regulations, competition structure (age groups) and Barwon-specific club and growth opportunities.

AFL Victoria will continue to drive participation, advocacy and capacity building and facilities, partnerships and government relations.

Each level has an important role in the football ecosystem. Clear role definitions help create a better community football experience.

From the outside, the changes may be confusing or overwhelming, but Lisa assured the football community they are needed.

“Similar governance changes have been implemented or are being introduced across a number of regions in Victoria,” Lisa said.

“While previous models have had some challenges, these reforms are based on those learnings and are designed to create clearer governance, stronger local input and better long-term sustainability.

“Having a more consistent structure across the state is important as it ensures alignment in decision-making, improves accountability, and allows AFL Victoria to focus on growing the game while regions and leagues are better equipped to manage local competitions.”

Kate said the changes will free up her and AFL Barwon staff to focus their energy directly into local leagues and the needs of local clubs.

“The clubs ultimately want well-governed, sustainable and equitable football and netball competitions,” Kate said.

“We [AFL Barwon] now have the opportunity to really focus on the management of our leagues, and ensure we’re continually improving, seizing opportunities and addressing the challenges and issues that inevitably arise in this environment.”

Most importantly, at the club level, there will be no immediate or significant changes to how they operate.

Through the council, clubs will have a stronger and more defined voice, ensuring their needs are better represented at the AFL Victoria level.

“In essence, while the short-term impact may feel minimal, the long-term outcome is intended to create a more sustainable, well-supported and strategically aligned environment for clubs to operate within,” Lisa said.

Kate said clarity and transparency on decision making was essential to keeping clubs and competitors happy.

The new division of roles the restructure will create is key to ensuring this happens.

“From my discussions with clubs so far, they really want clarity, transparency around decision-making and clear, open lines of communication. Whether that’s from AFL Barwon around the competitions, or understanding what support and resources are available through AFL Victoria, we need to get those things right,” Kate said.

“That’s why it’s so important that Lisa and I continue to work as a team, but still with that clear division of roles and responsibilities.”

AFL Barwon and Victoria are working through a 12-month transition period towards the new model of operation.