- The social inclusion clause will be implemented in 2025
- The AFL wants to see more diversity in media coverage
- The proposed measure was criticised by 3AW presenter Tom Elliott
AFL chief executive Andrew Dillon has been repeatedly stonewalled when trying to justify why the league wants to prevent broadcasters from using only “middle-aged white men” for their football coverage from 2025 onwards.
On Thursday, Melbourne 3AW radio personality Tom Elliott questioned Dillon about the AFL’s alleged insertion of a “social inclusion” clause into its deal with broadcasters Channel Seven and Foxtel ahead of next season.
The clause is understood to be intended to ensure groups such as women and indigenous Australians have a greater say in the code.
A bemused Elliott asked Dillon if the sport is simply trying to tick boxes when it comes to diversity.
‘(By this clause) Do you mean fewer middle-aged white men like Brian Taylor and James Brayshaw and more… Indigenous commentators or female commentators, more gay commentators? What do they really want?
A nervous Dillon said the move would mean “nothing less” on commentary teams, forcing Elliott to respond that the move “has to” lead to changes behind the microphone and in front of the camera.
He then added that several middle-aged commentators on 3AW are “very nervous” about their future as a result of the league’s decision.
“If we need more diverse commentators, we’ll have to get rid of half of them; we can’t afford to keep employing more people,” Elliott argued.
AFL chief executive Andrew Dillon has struggled to justify why the league is likely to ban broadcasters who employ predominantly “middle-aged white men” for their media coverage of football from 2025 (pictured, Channel Seven’s football commentary team)
Dillon (pictured) struggled to explain the AFL’s push for broadcasters to opt for more diverse commentary teams from next season.
3AW presenter Tom Elliott asked AFL boss Andrew Dillon if the sport is simply trying to tick boxes when it comes to diversity.
Dillon highlighted the rise of Tony Armstrong – who started out in AFL media before moving to broadcast television, where he was nominated for a Gold Logie Award – as an example of how diversity can be a positive measure.
Elliott was having none of it, replying: “Don’t you just pick the best commentator?”
‘Especially on the radio, nobody cares what they look like or what their background is, they just want to know that they are the most interesting or best informed people about football.’
Dillon said he believes increasing diversity will lead to better commentary teams and that the decision on who will be employed is ultimately up to 3AW.
Elliott then pressed him to explain clearly what this move will mean for broadcasters.
“Are you saying you should have at least one female commentator or one indigenous commentator?” she asked.
Dillon said “no” before adding: “It’s something that’s in the contract.
“To be honest, as you know, when you have big partnerships like we have with Foxtel and Seven, the contracts aren’t even really discussed.”
Earlier this month, Channel Nine reporter Tom Morris revealed the AFL’s proposed social inclusion clause on Melbourne radio station SEN during a breakfast segment with retired football great Garry Lyon.
“There is a requirement or commitment from the AFL that has been set and signed as part of this agreement to have diverse voices, to have representation from minorities and different areas than there has been in the past,” he explained on SEN.
“This has been written into a broadcast rights agreement, which means you can’t have white men sitting behind a desk on every broadcast you do.”
“It is necessary to diversify, that includes Seven and Fox.”
Some X users welcomed the AFL’s decision to ensure greater social inclusion from the game’s streamers.
The development sparked a mixed reaction when it was shared with X.
“This is bullshit,” read one blunt comment.
Another football fan added: ‘The person best suited for the job should get it anyway, regardless of background, gender, religion etc. NOT someone who simply meets the ‘quotas’.
“If this means the end of boys’ club comments during streams, then so be it!” wrote another X user.
‘I’m tired of the sarcastic and petulant comments from Brayshaw, Taylor and their colleagues.’
