2024
CONTENTS
04. Growing Greatness 06-07. Community Framework 08-13. Fostering Football Connections 14-17. Empowering Legit Inclusion 18-21. Supporting Healthy Lifestyles 22-25. Contributing to Community 26-27. Community Champions
We at the Geelong Football Club acknowledge Wadawurrung as the Traditional Owners and Custodians of the Land on which our club, our families and our communities work and play. We also acknowledge the Traditional Owners on Eastern Maar land and across Australia, where we play and connect with our great game. We pay our respect to Elders of the past, the present and those that will lead their collective future.
Boots designed by First Nations artist Gerard Black
GROWING GREATNESS
On behalf of the Geelong Cats, we are pleased to present the 2024 Social Impact Report.
It is with great pride that we reflect on the achievements, initiatives, and contributions which have made a meaningful impact in our community through strategic partnerships, innovative programs, and our staff that exemplify the Kardinia Spirit with a service mindset.
In 2024, the Geelong Cats Community has focused on ensuring our offerings meet the evolving needs of the community, connecting individuals and groups to the club and players while also celebrating many other organisations within the region. Cats Community have seen over 26,000 people directly engaged in programs and events and had impact within 124 schools. Cats Community have also generated over $245,000 of in-kind support to the community. New partnerships have formed, focusing on a proactive approach to Mental Health with the Resilience Project in schools, powered by GMHBA. Our increased stadium capacity has also seen the evolution of the Dulux Community Bay, giving us a chance to elevate local organisations and those individual heroes within.
The Geelong Cats extend our thanks and gratitude to the Board, Foundation Board, Executive, Partners, Staff, Coaches and players for the support they have provided to our community framework. Communities impact is driven by a Team of ALL approach at the club, with contributions made beyond the community team, all of which would not be possible without the support of our extremely generous Foundation donors, who we are grateful for.
Lastly, we would like to thank Deakin University for their guidance in supporting a co-designed approach to how we report our social impact. Deakin have provided a framework for the future as we continue to evolve our social impact footprint.
The Geelong Cats are excited for 2025, with the support of our program partners to Grow Greatness, at Home or Far Away.
UNDERSTANDING SOCIAL IMPACT
Capturing the social impact of community engagement initiatives is inherently complex, as it involves understanding and conveying not only quantitative metrics but also the nuanced and often deeply personal experiences of participants about the significant and positive changes that can result from these activities.
For some, the impact of these experiences can be articulated almost immediately, yet for others, its influence can peak at a time well beyond the initial point of engagement. Understood through various lenses, social impact can span economic, environmental and social dimensions and evidence of the impact of sporting clubs has been linked with crime reduction, educational achievement, subjective well-being, improved social capital and economic return.
For us, the complexity of measuring social impact for the individuals engaged with different programs or interventions necessitates a multi-faceted approach that integrates rich qualitative narratives to fully illustrate the program’s effectiveness and influence. In seeking to project the impact of the Geelong Cats Community endeavour, we were drawn to a range of innovative qualitative methods. Among these is the use of digital storytelling techniques to capture accounts of social impact for participants across the various programs and activities, and to provide insights about the ways in which social impact has penetration beyond the experiential moment. Against this backdrop, we attempt to understand the impact of the community engagement programs on the everyday lives of participants, their families and communities.
COMMUNITY FRAMEWORK
Regions Community Champion – sharing our resources and scaling our DNA, to seed, grow and celebrate Greatness everywhere.
Fostering Football
Connections
Contributing to the development of the game, strengthening the base to secure the future.
Empowering Legit Inclusion
Providing the Community with a sense of belonging to the Geelong Cats and our great game.
Supporting Healthy Lifestyles
Empowering children and adolescents with the knowledge to create Healthy Lifestyles.
Contributing To The Community
Giving back to the community by sharing our knowledge and resources.
26,539 Direct reach
$247,266
Contributed to the community
124 Schools engaged 74 Community Organisation & Partners
People directly engaged with Cats Community programs and events in 2024
Through in-kind support
Within our Geelong Cats fan zone
Have benefited from events, programs and partnerships involving the Cats Community
GAME DEVELOPMENT
The Geelong Cats support AFL Victoria, AFL Barwon and AFL Western District to deliver a range of targeted initiatives to help grow the game at Auskick level, in schools and through alternative or inclusive formats. Initiatives alter from year to year, depending on the needs of the region.
4,001 Students
43 Schools
300 Super Clinic Attendees
*Above numbers are additional game development activities outside of Community Camps.
Fostering Football Connections
WOMEN COACHING PROGRAM
A week immersive experience with the AFLW program coaches and players upskilling local coaching of female players within the region.
The 2024 Women’s coach program was endorsed by the AFL with coaching accreditation points awarded to all participating coaches.
17 Local AFL Barwon Coaches
‘Thank
you for the opportunity. You are all doing a fantastic job in promoting and nurturing women in sport and more importantly bridging the gap between community footy and elite!’
Women’s Coaching Program Participant.
COMMUNITY CAMPS
AFL and AFLW Community Camps are designed to increase participation, fans and viewers of AFL and AFLW in regional, remote and culturally diverse communities. Strengthening the connections in the community to AFL with a strong focus on coaches, volunteers and children aged 4-12 years old.
Geelong Cats AFLW players visited Colac for their 2024 AFLW Community Camp. With challenges facing female football participation in the Region, the Geelong Cats aimed to encourage participation and kick-start conversations to help the development of female football.
Scan to watch what happened at AFL community camp.
Community Camp – Warrnambool
1800 Fans attended 30 Schools 4500 Students
280 Attended super kick event
Community Camp – Colac
68 Attended all girls clinic 9 Schools 675 Students 16 Forum attendees
8 Local coach experience
$10,000
$5,011
Participants attended Geelong Cats Auskick Graduation
51 Clubs gifted a 2024 Team Signed Guernsey to utilise for fundraising
904
People visited the Vilification Module – With video content from Tom Stewart & Meg McDonald
“My Daughter is autistic and really struggles with the noise at the football. We really appreciate this room as it allows us to go to the football as a family”
User of the Sensory Zone.
SENSORY ZONE
The Kardinia Park Stadium Trust and Geelong Cats partner with US not for profit organisation KultureCity to provide inclusion for all by accommodating guests with challenges in processing sensory information.
A Sensory pop up zone was offered to events and programs at GMHBA stadium creating a break-out space for anyone experiencing sensory overload.
5 Sensory pop up zones activated
932 Users
82 Sensory Bags utilised
FIRST NATIONS BOOT ART
In 2024 a selected number of AFL and AFLW players were invited to collaborate with local First Nations artist to design football boots to wear in Sir Doug Nicholls Round for the AFL and Indigenous Round for AFLW.
Artists
Michelle Searle
Mitch Edwards, Jack Henry, Lawson Humphries, Georgie Prespakis, Julia Crockett-Grills & Jackie Parry
Gerard Black
Tom Hawkins, Tom Stewart, Georgie Rankin & Mikayla Bowen
Nathan Patterson
Mark O’Connor, Patrick Dangerfield, Kate Darby, Amy McDonald & Meg McDonald.
Aimmee Howell
Brandan Parfitt & Mark Blicavs
Scan to watch the AFLW players being presented with their boots
‘I wanted to reach out and say thanks again for allowing my daughter to be mascot for the game . She has not stopped talking about it. She loves & plays girls footy, and her dream job she says is to be an AFLW player , so she was just so excited to run out with the girls Friday night.’
Djilang participant AFLW Junior MascotAFLW Week 10.
DJILANG PROGRAM
The Djilang Program proudly supported by Barwon Water is a cultural connection program run by the club in consultation with the local First Nations community.
The program invites First Nations children and young people to participate in sessions at the GMHBA Stadium including art workshops, Stadium tours, Player Q & A and kick-to-kick sessions. The artwork created by the participants is also celebrated and displayed during the Club’s AFL Sir Doug Nicholls Round and AFLW Indigenous Round matches, as well as forming a permanent art installation at GMHBA Stadium. The 2024 art installation can be found on the external wall of the staircase at Gate 10 of the stadium.
The program also gives opportunities for First Nations children and young people to be involved in pre-match experiences on AFL and AFLW game days, with opportunities in the Guard of Honour, Junior Mascots and Post match experiences.
1,530 Participants 28 Schools 97%
Teachers who have participated believe participation in BioCATS has increased students’ positive attitudes to science, mathematics, health and physical education
BIO CATS
Engaging grade 5 and 6 students in the science, maths, technology and health of Australian Rules football.
The free full-day program is delivered from the Deakin Cats Community Centre and provides students and teachers with an opportunity to experience a day in the life of an elite athlete through GPS data tracking and analysis, the skill of handballing and the importance of nutrition and hydration and the benefits that come from sports participation.
The BioCATS program focuses on providing an educational experience to schools throughout Victoria with 79% of schools accessing this program being classed as either rural and/or disadvantaged.
READ THE PLAY
‘The Geelong Cats partnership with Read the Play provides tangible benefits that significantly enhance the program’s impact. Through access to highprofile ambassadors like Claudia Gunjaca, Mark O’Connor, and Mark Blicavs, the partnership elevates the program’s reach and credibility.
The Cats also play a vital role in coordinating the annual Read the Play filming and photoshoot, bringing together ambassadors and young sporting players to create engaging promotional materials. This collaboration not only amplifies mental health awareness but also inspires young athletes by showcasing strong role models within their local sports community.’.
Michelle Gerdtz
Read the Play General Manager
THE RESILIENCE PROJECT
The partnership between The Resilience Project, GMHBA and Geelong Cats is a proactive approach to address the growing mental health crisis among young people, equipping students with the tools to build positive mental health and resilience through the GEM principles (Gratitude, Empathy & Mindfulness).
The program teaches and supports positive mental health in the classroom, staff room and wider community, with proven impact through evidence-based evaluations.
The Geelong Cats AFL & AFLW players as part of the partnership visited each school using the GEM conversation cards, to share insights with the students on how they practice the GEM principles everyday as an elite athlete.
to watch more of The Resilience Project in 2024
2120 Students engaged 270 Parents/Guardians Attended Community Night 250+ Teachers engaged
6 Schools
DULUX COLOUR YOUR CLUB
The Geelong Cats and Dulux share an ethos of connecting with the community, with the Dulux Colour Your Club™ campaign at the heart of the partnership. In 2024 20 clubs entered the Dulux Colour Your Club™ campaign with the winning clubs Portarlington FNC & Western Eagles FNC. Equating to over $20,000 worth of donations for 2024
Scan to see the transformation of Portarlington FNC
Scan to see the transformation of Western Eagles FNC
Contributing to the Community
DEAKIN CATS COMMUNITY CENTRE
The Deakin Cats Community Centre is a purposebuilt facility designed to facilitate community meetings, education and learning.
The center is made available at no charge to community groups who meet the criteria of encouraging healthy and active lifestyles for all ages and abilities.
The Deakin Cats Community Centre is also home to the Geelong Cats Past Players & Officials Association, Bob Gartland Heritage Centre, Graham Evans Archive Centre and the Sensory Zone.
6,251
787
$118,000 Saved in-kind booking fees Usage hours Center visits
Contributing to the Community
“Sitting in the Autumn sunshine amongst the vibrant crowd, made me realise how important it was for me to continue with life even though I am grieving” – “such a great experience which I am most thankful for”
Dulux Community Bay participant from Anam Cara House who had very recently lost his wife whilst she
was in Palliative Care.
DULUX COMMUNITY BAY
CARTER FAMILY COMMUNITY CHAMPIONS
The Carter Family has supported the Geelong Cats community programs since 2012 and are recognised with the award now known as the Carter Family Community Champion Award.
The award is presented to a player/s that have provided outstanding commitment to community, both for the Geelong Cats and/or relationships and engagement with community based organisations, programs, campaigns and initiatives
Kate Darby
Kate’s commitment to the Cat’s community programs is exceptional. She has been involved in countless programs and initiatives to support community organisations, schools, events, individuals and families creating positive, lasting life-changing experiences.
‘We thank Kate and the Geelong Cats Community so much. These funds will go straight to our inclusive and accessible outdoor playspace in Norlane.’
Following Geelong Cats donation to Kate’s nominated charity.
Tom Hawkins
Over 18-years Tom has demonstrated an outstanding commitment to community. He has nurtured relationships with community-based organisations, become a dedicated ambassador for programs and campaigns and established himself as a gracious and community minded individual.
In Tom’s own words, it is his ‘heartfelt goal to always give back, whilst providing guidance and support to others embarking on their own remarkable journey’.
‘Congratulations Tom on this incredible self achievement and club milestone. Not only are you a legend of the AFL, but an amazing role model for my son and people in general. Thanks for all your hard work on and off the field.’
Scan to view previous Carter Family Community Champions
A fan before his GFC games record breaking match
Moving into 2025, we aim to create memorable moments that have a lasting impact on our community.
