Triumphant Premiers Richmond reveal expanding role beyond that of a traditional AFL club

Having secured their latest Premiership, Richmond have revealed that their ambitions go beyond the traditional boundaries of an AFL club.

Echoing FC Barcelona of Spain’s La Liga mantra of ‘Més que un club’ (more than a club), over recent years Richmond has broadened its operations beyond AFL to forge a range of partnerships in education and the community as well as with its Aligned Leisure aquatic and recreation facility management division.

With increased funding now coming in to the club, speaking to The Age, Richmond FC Chief Executive Brendon Gale stated today “make no mistake: there is nothing more important to our football club and members than playing in finals and playing in grand finals and winning premierships. But we have been clear to articulate that is not the reason we exist.

“We exist for a deeper purpose. It is about connecting; connecting with each other and our culture, and connecting externally. We believe our club has a role to play in connecting with community, in strengthening and unifying community, in creating social value.”

The club already as a longstanding partnership with Swinburne University of Technology offering student placements, professional development and research outcomes.

Recently expanded for a further four years, it will also see Swinburne sponsor Richmond’s AFLW team in 2020, further strengthening the relationship between the two organisations.

The partnership, boasting student placements, professional development and research outcomes, has been extended by four years (2021 to 2024) building on the inaugural agreement signed in 2017.

Through the Bachar Houli Academy, the Korin Gamadji Institute, the Melbourne Indigenous Training School, and the Alannah and Madeline Foundation, Richmond is heavily invested in social programs which promote multiculturalism and Indigenous affairs, protect children from abuse and support women in sport.

Aligned Leisure is a 100% owned subsidiary of the club, established as a vehicle to manage the operations of Richmond’s aquatic, fitness, recreation and wellness business activities.

Initially operating in the Cardinia Shire - a core area of Richmond support - Aligned Leisure has grown to operate multiple local authority facility contracts.

A statement on its operations advises “supported by the people and business systems of the Richmond Football Club and the AFL, Aligned Leisure can deliver unprecedented additional value to our community partners.”

Aligned Leisure also has a commitment towards preventing men’s violence against women by becoming a White Ribbon accredited workplace.

Currently the club is looking to develop a fully integrated, elite training and education hub at its Punt Road headquarters.

Planned for completion by 2023, the $60 million Swinburne Centre will provide better training facilities for the club’s two men’s teams, two women’s teams and wheelchair team, administrative space and a permanent home for Richmond’s community and outreach programs.

Currently, the club also has a record 103,667 members.

With Gale having been in his role for a decade, Richmond President, Peggy O'Neal went on to tell The Age “10 years ago (the club) dared to dream but someone has to make those dream come true

“We realise that not everybody fits the same mould and we are now mature enough as an organisation to handle that. It has taken us a while to get there, but we realise the value and what it has brought to us in all sorts of ways.

“On-field success is vitally important. That’s what we are, we’re a football club. But while you are waiting to win you need to be doing something else to make your members proud. At a time where trust has been lost in a lot of institutions and sport is so central to a lot of Australians’ lives, it is important to have a football club that espouses values that you can buy into and think you are doing something good for the community.”

Images: Richmond's triumphant 2019 family day (top, courtesy of Stella Gup) and the club's Punt Road base (below, courtesy of dwp Suters).