On the eve of the 2015 season, CEO Andrew Ireland talks to sydneyswans.com.au writer Luke McManus about the year ahead.

Q: Finally football is here again Andrew…
A: It has been a long pre-season for players, coaches and fans alike and I think we are all happy that round one is finally here. I think everyone is looking forward to Saturday afternoon at ANZ Stadium against Essendon.

Q: On the field, what can we expect from the team this year?
A: The group has had a great pre-season and I think they are approaching this season like they do every season – eager to improve. The team had a great season last year, but we were all disappointed with how it ended. That was addressed in the immediate aftermath and since then the focus for everyone has been how the Club can improve in 2015. We have seen throughout the NAB Challenge series the emergence of some good young talent that I am sure will make the competition for selection in the team really heat up.

Q: How are things tracking off field for the Club?
A: We have just tipped over the 42,000 member mark, which is an outstanding show of faith in the team. To surpass last season’s record before a ball has been bounced is just fantastic and we are very grateful to all those members who are behind us for 2015. There is still plenty of time to jump on board so we encourage everyone to renew, take out their first membership or even nominate a mate and enjoy what we hope is a really exciting season. In our corporate partnerships area, things are looking very bright and, as has been the case for a long time, those partnerships are led by Principal Partner QBE and co-major partner’s Volkswagen and Citi. We continue to build stronger partnerships with all of our new and existing partners and that is just so crucial to the Club. 

Q: There has been a lot of talk about ‘match day experience’ throughout the pre-season, are there any changes in that area for 2015?
A: We have always thought our match day at the SCG and ANZ Stadium has provided one of the best experiences for fans in the game, but it is certainly something we have looked at in the off-season and there have been some tweaks and changes in that area that we hope can really compliment the excitement on the field.

Q:  There are a couple of key AFL issues that have simmered along this pre-season, the first is the QBE Sydney Swans Academy, what has your reaction been to those discussions?
A: Obviously we are very passionate and supportive of the Academy system and one of the key points is that it is simply not just a matter of elite AFL talent.

The QBE Sydney Swans Academy is engaging more than 500 young players every year and only a small number of those will work their way onto an AFL list. The flow on effect of all those players taking AFL back into their schools, strengthening the standard of local competitions, attending AFL matches with their friends and parents and simply increasing the appetite and audience for AFL in New South Wales and Queensland is quite immense. That is the real strength of the Academies and one of the points that is lost in a lot of the discussions.

We are still awaiting the AFL’s decision on the proposed changes to the Academy and father/son bidding systems. To summarise our position, we are comfortable to pay a premium for the top end talent in the draft as we think these will prove to be exceptional cases – not the normal. However, we believe there needs to remain a strong incentive in the second round and beyond for clubs who invest significant money and resources in the academies. Our view is that the father/son system should mirror that of the academy.

Q: There has been significant commentary about the trade ban imposed on the Club. The AFL have recently made comments about this issue, what is the Club’s take?
A: For the sake of our members and fans, I would like to make our position relating to the trade ban absolutely clear.

In the first half of 2014, myself, and then General Manager – Football Dean Moore had numerous meetings – roughly 10 – with the AFL to discuss the possible continuation of COLA, its replacement housing allowance and ultimately the timeframe of the transition out of COLA. At no time was a trade ban discussed.

On July 15, Andrew Dillon summarised all of our discussions and what had been agreed as acceptable to our Club in a letter to me.

On July 28 an AFL Commission meeting added the trade ban clause which had never been discussed at any time previously in the many meetings held between the AFL and Sydney Swans.

I was informed by Gillon McLachlan at the August CEO’s meeting, which resulted in two subsequent meetings between our Chairman Andrew Pridham, Gillon and I, prior to the 2014 trade period seeking relief from this decision.

To assert that the Swans had prior knowledge, or had discussed the trade ban prior to the Commission decision, is incorrect.

Given the AFL has made clear that there was no wrongdoing on our part, it is our understanding that the AFL Commission was concerned with the possibility – one which had no foundation – of our Club recruiting a high profile free agent and due to this, the trade ban was established.

While we consider the matter closed, we remain disappointed by the decision to ban the Club from the 2014 trade period, and to continue to restrict the Club in 2015.

Q: The Club recently announced a long-term partnership to play matches at the SCG, is the Club considering options in regards to a long-term training base?
A: We are currently looking at our options regarding training and administration facilities. We believe being central to Sydney is important, so too that our players have access to train on the SCG, so we are exploring options that include a redeveloped facility here at the SCG. If that isn’t possible, we would explore other options in the precinct. Hopefully we can provide some more details for fans throughout the season.

Q: Finally, what are you most looking forward to in 2015?
A: It shapes as a really exciting season and I’m looking forward to lots of things. To see how Luke Parker kicks on after an outstanding 2014; how Lance Franklin goes in his second season at the Club; who will we see running off our half-back line; which young players like Isaac Heeney, Jack Hiscox and Dan Robinson will push for selection. There’s a lot to look forward to. Here’s hoping it is a great year.