The Certificate in the Business of Australian Football has been designed to support sports industry professionals, sports students and former players to enhance their understanding of the multidisciplinary business of AFL and AFLW.

The program has been developed to allow delegates to establish a theoretical and practical understanding of AFL recruiting, list management, football operations and football department leadership, with the goal of applying this knowledge across a variety of roles and contexts within the AFL and AFLW.

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The course will be taught over two days on Wednesday 8th and Thursday 9th February 2023 at the iconic Melbourne Cricket Ground with supporting materials provided.

If you are interested in this program but would like further information before you register, please email us at


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AFL Recruiting

Learn what makes an effective AFL recruiter. This session will include essential AFL recruiting topics such as recruiting structures, process, talent pathways, player analysis, decision making and selection.

List Management

Learn how to oversee a list management team. This session will include a detailed understanding of list management structures, list management process, list analysis and managing salary caps.

Football Operations

Learn how to manage a football department’s operations. This session will include an overview of football soft cap budgeting, football total player payments, coaching, high performance, wellbeing, scheduling, compliance, AFL and AFLW operations and player agents.

Football Department Leadership

Learn how to oversee a football department. This session will include a strategic approach to football department leadership, football department strategy, club governance and future thinking.


Geoff Walsh – Lead Tutor and former General Manager of Football at Collingwood FC

Geoff is one of the most experienced administrators in AFL history having served Australian football for 36 years and sharing four premierships, 10 grand finals and 25 finals series.

Geoff started his career with Fitzroy FC in 1985 before joining Carlton FC as Recruiting Manager the following year. Geoff joined North Melbourne FC as General Manager of Football in 1994 and served for five years as the club’s Chief Executive from 2002. Geoff was twice General Manager of Football at Collingwood FC from 2006 to 2013 and 2017 to 2020 with a stint heading up the football department of North Melbourne FC in between.

Brad Lloyd - Guest Presenter and Head of Football at Carlton FC

Brad played football at Hawthorn FC from 1997 to 1999 and was captain of VFL club Williamstown from 2000 to 2006, including a Premiership in 2003. He worked as an AFL player agent for Elite Sports Properties from 2001 to 2008, looking after the agency’s AFL clients.

Brad joined Fremantle FC in 2008 in the role of National Recruiting Manager, responsible for the club's National, Preseason and Rookie drafts. At the end of 2008, Brad was appointed to the senior management team as General Manager – List Management. In 2018, Brad joined Carlton FC as Head of Football, leading the football department at the historic club.

Course delivery

Delegates will attend two consecutive full day in-person study sessions at the iconic Melbourne Cricket Ground covering the modules listed below:

Session 1 - Wednesday 8th February 2023:

  • AFL Recruiting
  • List Management

Session 2 - Thursday 9th February 2023:

  • Football Operations
  • Football Department Leadership

In addition to the in-person sessions, delegates will also have access to supporting materials.

Delegates will be assessed via assignments and reflective articles, which are submitted online after the in-person delivery is completed.

In total, delegates will have two weeks to complete the course.


£1,110 ($1,995AUD) course fee

UCFB's Global Institute of Sport is a global business with its base in the UK, so we currently charge for our products in UK sterling (£ GBP) whilst we refine some of our multi-currency setup. We plan to introduce other currencies (starting with $ AUD) soon.

Sometimes when £ GBP is converted into your local currency it may fluctuate depending on the current exchange rate, so this can mean there's some variation in what you are charged. This exchange rate is set by your local provider and sometimes a transaction fee may be added as well.

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