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Sport Nation
2025 AFL Movers and Shapers: 30-21
Ashley Browne & Shannon Gill • February 12th, 2025 7:28 pm
The growing power of the football media is reflected more than ever in the AFL Record’s annual Movers and Shapers list, compiled by ASHLEY BROWNE and SHANNON GILL.
Nearly 18 months since finishing up as the AFL’s chief executive, Gillon McLachlan no longer qualifies as a mover and shaper. But his fingerprints are all over our annual AFL power list.
2025 marks the first year of the eye-popping seven-year, $2.5 billion media right deal he negotiated at the end of his tenure and while Seven and Foxtel/Kayo (now under new ownership) retained the rights, both broadcasters have spent big on talent and programming to support their massive investments.
This has led to all sorts of movement between networks and the big stars of the media game, as well as the executives making the big calls, have never commanded as much attention – and money – as they have this year.
This year’s list also reflects the growing importance of football in Queensland and especially Brisbane. The premiership-winning Lions are the hottest-ticket in the AFL and they need a new home ground.
See 50-41 here. 2025 AFL Movers and Shapers: 50-41.
See 40-31 below: 2025 AFL Movers and Shapers: 40-31.
30. NED GUY
AFL player movement manager
Last year: 28
There was a bewildering amount of late activity in the artfully-created prime-time ending to the 2024 trade period, but nothing gets by Guy, who as a former player agent and club list manager knows every trick in the book. If the AFL ever creates more mechanisms to trade clubs, then Guy will be the architect.
29. ANDREW IRELAND
AFL commissioner
Last year: 8
Amid the widely-held view that the AFL Commission lacks the teeth it once did, Ireland’s presence is reassuring as its one member with deep knowledge of the day-to-day running of a footy club and both the Sydney and Brisbane markets. Would also be in the conversation to replace Goyder as chairman.
28. ANTHONY HUDSON
Fox Footy/3AW broadcaster
Last year: 17
For so long the fans and critics’ choice as best pure caller in the game, Fox Footy’s Hudson has been absent from the prime slots for more than a decade but will all change this year with Fox providing its own commentary for every game and Hudson becoming its flagship caller. Will also spearhead 3AW’s Thursday night call as that station beefs up its football coverage.
27. BLAIR HARTLEY
Richmond list manager
Last year: -
Has assiduously avoided the limelight in his 20-plus years in the game, yet there was nowhere to hide on draft night. Hartley had the greatest ever draft booty of a non-expansion team, eventually selecting seven of the first 28 picks. No. 1 pick Sam Lalor and his posse now hold the Tigers’ future in their hands. Hartley’s draft night decisions will determine the mood of the Tiger Army for the next decade.
26. ISAAC HEENEY
Sydney Swans star
Last year: -
There’s a 30-year timeline that consists of Swans stars Tony Lockett, Adam Goodes and Lance Franklin being the face of the AFL in Australia’s biggest city. Now it’s Heeney, the Sydney-born and Swans Academy-bred poster boy for the code’s evolution in New South Wales. Heeney also provides the biggest argument for the retention of northern state academies in the face of Victorian complaints.
25. DAVID CRISAFULLI
Queensland Premier
Last year: -
AFL top brass would have been ecstatic on Queensland election night when the LNP’s Crisafulli was elected Premier with a promise to review 2032 Olympic stadium plans. The tired Gabba is the AFL’s biggest infrastructure headache right now, but the previous government’s plan to resurrect QSAC stadium would have left the Brisbane Lions out in the cold. Crisafulli’s Olympic decision will shape the code in Queensland for generations to come.
24. GARRY LYON
AFL star turned media doyen
Last year: -
For 25 years the authoritative Lyon has been at the vanguard of ex-player voices in the game, and in taking the coveted role next to Whateley on Fox Footy’s AFL 360, Lyon will be setting the nightly agenda beyond kicks, marks and handballs and will be crucial to staving off Seven and Nine’s reinvigorated weeknight television challenges. Add breakfast radio on SEN and an expert comments role on Friday Night Football, Lyon’s presence will grow even more prominently in 2025.
23. GRAHAM WRIGHT
Carlton chief executive in waiting
Last year: -
It seemed an unusual scenario that an administrative architect of a premiership (who also doubles as playing premiership hero) would go on leave and then never return, but that was Wright and Collingwood in 2024. This year he will be handed the keys to Collingwood’s biggest rival, Carlton, with Brian Cook poised to pass the CEO baton at a club desperate to contend.
22. HARLEY REID
West Coast rising star
Last year: -
In the space of 12 months Harley Reid may be most the recognisable face in Perth. Just ask the West Australian, which has featured him on umpteen back pages since his arrival. The good news for Reid and the Eagles is that in addition to his super impressive rookie highlight reel, he seems to be comfortable with the hype. His next contract is poised to be the biggest in AFL history, and the longer it takes to sign, the greater the speculation it will be with a Victorian club.
21. CRAIG KELLY
Collingwood chief executive
Last year: 7
2024 was not as smooth as the glory of 2023 for Kelly, yet the Collingwood boss seems to have survived potentially damaging staff allegations and a falling out with head of football Graham Wright with just a few minor scratches. New Pies president Barry Carp has a significantly lower profile, leaving Kelly as the sole off-field figurehead for the biggest club in the country.
