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Sport Nation
2025 AFL Movers and Shapers: 50-41
Ashley Browne & Shannon Gill • February 10th, 2025 6:08 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 below:
50. JULIA CHIERA
Head of AFLW at AFLPA
Last year: -
The former premiership player at the Darebin Falcons is earning plaudits from the playing fraternity as she represents their interests. The compressed season wasn’t a hit with the players in 2024 and won’t return next season and Chiera played a part in achieving that outcome.
49. DANNY DALY
Brisbane Lions football general manager
Last year: -
You know you are at the top of your game when Collingwood comes calling with an open chequebook. Together with coach Chris Fagan, Daly is a key architect behind arguably the best football program in the AFL, one that took out last year’s flag despite all sorts of hardship. He stuck with the Lions, but if the opportunity to coach comes along, who knows?
48. STEVEN SMITH
Melbourne president in waiting
Last year: -
Smith will be in Europe for much of 2025, but it seems a formality that he will be the president of Melbourne by the end of it. Four years in charge of the MCC coupled with a 200-game career at the club, will make him one of the more qualified presidents in the League. After 18 months of turmoil, Smith is shaping as the messiah healer for Demons.
47. TOM MORRIS
Nine Network chief AFL reporter
Last year: 50
12 months after serving a deserved penance, Channel Nine’s chief footy reporter stamped himself as the leading newshound in the game at his new network. Whether it was the Petracca disillusionment and potential trade bombshell, Alastair Clarkson’s pre-season verbal spray or Tarryn Thomas’ meeting with St Kilda, Morris always had his finger on the pulse.
46. MICHAEL CHRISTIAN
AFL Match Review Officer
Last year: 44
‘Chrisso’ keeps us all hanging several times a week with his match review findings. Yes, there are head-scratching outcomes on a near-weekly basis, but he sticks doggedly to the rules as they are written and leaves the clubs and the tribunal to sort out the inconsistencies and the contradictions afterwards.
45. MARCUS BONTEMPELLI
Western Bulldogs star
Last year: -
There might be one or two better players in the competition, but none who holds their club’s fortunes their own hands like he does. If he has another stellar year, the Dogs are a chance to win it all. If he was to struggle, their chances will nosedive.
44. RHETT BARTLETT
Online footy historian
Last year: -
The inability of the AFL and its broadcasters to consolidate a proper visual history of the game has left a vacuum that has been filled by true believers, led by Bartlett uploading old video tapes on his YouTube channel and fans can’t get enough. The TV coverage of Norm Smith’s sacking from 1965 is just one example of the historical gold he’s brought to the masses. He’s no longer just KB’s son.
43. CAL TWOMEY
AFL Draft guru
Last year: 36
Such is the success rate of his Phantom Draft, he has almost taken the suspense and excitement out of the opening round. Last November he nailed the first 11 picks and in 25 of his 27 first-round predictions were correct. Creates compelling and hugely popular year-round list management and draft-related content for AFL Media.
42. JACK GINNIVAN
__Hawthorn young gun __
Last year: -
Injected Hawthorn with his personality after crossing from Collingwood and also provoked Ken Hinkley into an extravagant post-game spray after the Hawks eventual finals demise. It guaranteed another bunch of headlines, but all the while Ginnivan keeps being ‘Ginni’. The embodiment of the joyful ‘Hok Ball’ and in the Tik-Tok age, he looms as the AFL’s most marketable young star for reasons well beyond footy.
41. NEALE DANIHER
Inspiration
Last year: -
If the cruel fate of Motor Neurone Disease hadn’t intervened, Neale Daniher could have spent the last decade inside the game in coaching and administration. Instead, he’s combined the deft talents he displayed on the field with the passion and plain-speaking logic of his time in the coach's box to imprint the Fight MND charity on the nation. As 2025 Australian of the Year, he represents the power of what AFL footy can achieve in the community.
