The AFL players union has made a bold pitch to take part in the forthcoming broadcast rights talks in a simultaneous push for a percentage share of the game's future media revenue.
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In a significant policy switch, AFL Players Association chief Paul Marsh put the proposal to league chief Gillon McLachlan on Monday in a written request.
The move comes as the AFL is soon to start talks with free-to-air networks and Foxtel and with the AFLPA working towards a new collective bargaining agreement.
"We are keen to have a seat at the table," Marsh told Fairfax Media. "If we all get in the room, there are things we could offer as players that could enhance the value of the rights.
"We've made it clear we are keen to negotiate a share of the broadcast revenue. We've put forward this position as we're very keen to work in partnership with the AFL to maximise various revenue streams."
The players' push comes on the eve of this week's meeting of the 18 clubs. While the clubs remain divided on bridging the gap between rich and poor, most remain adamant that the next revenue carve-up should swing in the clubs' favour. The majority view is that the players were overpaid in the last CBA.
However, Marsh has pointed out that until the next CBA was signed off, the AFL technically had no product to sell to the broadcasters. "The players are the performers," he said. "They put on the show. I'm sure there are ways we can continue to enhance the partnership."
Marsh added of the timing of the negotiations: "Technically, they (the AFL) haven't got anything to sell yet beyond 2016. The CBA only runs until October 2016."
Marsh's push has the support of his new executive, led by players chairman Matthew Pavlich, all of whom have been copied in on the McLachlan letter. The new AFLPA chief executive lamented last month that it was an indictment that only Gary Ablett has made the list of Australia's 50 highest-earning sportsmen and women.
The five-year broadcast agreement, worth $1.25 billion and the richest in Australian sport, finishes at the end of 2016. Of the broadcast revenue, Marsh said: "It's obviously the major revenue stream of the game and the AFL has to agree with us on offering those rights to prospective partners."
Stressing his union was not threatening the AFL but attempting to work alongside it, the players boss said: "I'm not suggesting we attend every meeting but we could play a role in some discussions. I'm sure we could come up with some ideas they would like as part of enhancing the value of the product."
