For this project, a panel of 10 judges was asked to select people who influence how the AFL and AFLW are played, watched, understood, coached and commercialised. These are people who are either making a difference now, or who will change football in a meaningful way over the next decade. They could be players, coaches, administrators, commissioners, agents, club bosses, politicians, businesspeople, lawyers, or media people. (The judges were not permitted to select themselves or other journalists.)
Who has the power to bring about change? Who is doing the big commercial deals? Who has a booming profile among younger fans? Who is making a difference to the way Indigenous people in footy are treated? Is there a line coach who is changing an aspect of the game? An AFLW figure changing the way women’s footy is played, perceived or run? Unashamedly, we were striving for diversity in our list.
Click here to see who made the list from 50-41 and scroll on for 40-31 and an explanation for each selection.
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40. Alex Saundry, player manager
The biggest player agent in the AFLW and a former GWS player. Having established her own management company after working for Paul Connors, Saundry has built a strong and respected reputation in women’s footy. She’s branching out into other sports, too – she happens to have Daniela Galic, arguably the best Matildas prospect of her generation, on her books, as well as a host of netballers and cricketers. Will have a huge say on the way talent moves through the game over the next decade, as well as helping build the profiles of the AFLW’s next crop of superstars. – Vince Rugari
39. Nicole Livingstone, AFL general manager, women’s football
As head of women’s football at the AFL, Nicole Livingstone arguably holds the most important seat in the house when it comes to big moves and behind-the-scenes work in the women’s league. Being responsible for managing the women’s competition and overseeing its growth, her influence is in the big picture realm.
We’re talking partnerships, rule changes and administrative work that all filters through to every level of the competition. Not to mention cultural impact at the top often sets the tone for the organisation under her. – Marnie Vinall
38. Gerard Whateley, broadcaster
The voice of the AFL, and possibly the brain and conscience too. By manning Fox Footy’s AFL 360 desk in the evenings and hosting his own morning radio show on SEN, no journalist or broadcaster has the ability to set or shape the footy agenda quite like Gerard Whateley, one of the most respected media figures in the AFL’s modern history. His takes are always intelligent, informed and measured – excusing, of course, that hilarious Gryan Miers/Lionel Messi fake quote scandal. He is also at the pointy end of the best callers in the game; surely a return to TV screens has to happen soon. There is no reason to think he won’t be doing it all for another 10 years or more. – Vince Rugari
37. Alicia Eva, GWS AFLW captain, AFL development coach
Since moving to the Giants at the start of the 2018 season, Eva has balanced her coaching and playing commitments, becoming captain in 2020. Her coaching career started more than a decade ago, and she’s built quite a resume which speaks volumes about the football IQ she possesses.
Her first role was with the under-18 boys at the Calder Cannons as an assistant coach, but she quickly rose up the coaching ranks being a recipient, in 2019, of the first AFLCA coaching pathway scholarship where she was mentored by John Worsfold for 12 months. Eva is leading the way for women coaching in the AFL and she’ll be one to look out for in future years. – Emma Kearney
36. Eddie McGuire, former Collingwood president, media figure
Still one of the most influential and connected people in the industry despite vacating the Magpies presidency in 2021. His longevity and experience in the game is hard to match but it’s his passion for it that makes him so important to the AFL. McGuire’s lateral and forward thinking sets him apart and with his media empire growing – his company Jam TV is a prolific producer of sport documentaries, TV shows and live events – so will his voice. He retains a seat on Nine’s Footy Classified, too. One of Eddie’s greatest strengths is keeping AFL house accountable and is one of key members of our industry that has the credits in the bank and steel to do so. – Mathew Stokes
35. Chloe Molloy, Sydney Swans AFLW co-captain
One of Collingwood’s inaugural players – pick 3 in the 2017 AFLW draft – Molloy made the shock decision to move to Sydney for season 2023 on a five-year deal, the longest contract in the AFLW’s history. Molloy is a dual All-Australian and won the AFL Women’s Rising Star and Collingwood best and fairest awards in 2018.
The 24-year-old has a strong social media following and television presence (she works as a producer and on-air talent with Fox Sports), making her one of the most impactful player influencers. Her ability to bridge the gap between AFLM and AFLW has been noticed broadly, with her move to Sydney lauded as a smart one to assist in expanding the women’s league. Molloy has also spoken frankly about how difficult it is to plan a career and achieve long-term financial security as a semi-professional athlete. – Anna Pavlou
34. Erin Phillips, Port Adelaide AFLW captain, dual league best and fairest
Phillips has been a dominant player in the AFLW since it started in 2017. She is a three-time premiership player with the Adelaide Crows, including twice as the captain, and a three-time All-Australian. Phillips is likely to have a major impact on the competition as it grows over the next decade. With high-performance experience as an Opals player and dual WNBA champion, she could be a football operations boss or take the coaching path and add to her impressive premiership tally.
As the daughter of Port Adelaide Magpies champion Greg, footy is in Phillips’ blood. She left the Crows to become the Power’s inaugural captain last year. – Chris De Silva
33. Michael Makdissi, AFL chief medical officer
As the league’s top doctor, Makdissi has one of the toughest jobs in football as his decisions will shape the way our game is played, umpired and administered. His role is vital as the concussion issue continues to be a hot topic among current and past players and coaches. He recently said he is considering massive changes to the game including high-tech mouthguards, possible compulsory headgear and tackle restrictions at training, as the league grapples with how best to reduce the risks of concussion and brain trauma to protect players at junior, community and AFL levels. – Anna Pavlou
32. Richard Goyder, AFL Commission chairman
With the seismic issues facing the game this season, including the historic racism investigation at Hawthorn, Goyder convinced Gillon McLachlan to remain CEO for the entire 2023 season. With McLachlan finally departing, Goyder’s leadership will be tested. One of his priorities must be to bolster the thin AFL commission with members who harvest football nous and experience. – Kane Cornes
31. Bailey Smith, Western Bulldogs player
Despite being just a few years into his career, Smith is already one of the AFL’s most recognisable and marketable faces. The 22-year-old known to his social media fans as “Bazlenka” boasts the most Instagram followers of any player in the competition (338,000). He is the poster boy for the new-generation AFL player, and the unique pressures and scrutiny they face on and off the field. The Bulldogs star, who is meticulous in his football preparation, was candid about the deterioration of his mental health and his issues with anxiety, after he was captured on video with an “illicit substance” in the period that followed the Dogs’ 2021 grand final defeat. There is speculation Smith could leave the Dogs during the October trade period. – Chris De Silva