Sheeds Ambassadorial role

[s'dreams]

Hmmmmmm

Bombers paid Sheedy six-figure sum for ambassadorial role

Story by Marc McGowan

Essendon paid AFL Legend and four-time premiership coach Kevin Sheedy the overwhelming majority of $150,000 in ambassadorial payments in 2024 while he was a club director.

An industry source familiar with the arrangement, who spoke on the condition of anonymity, told this masthead that Sheedy received a six-figure sum for his ambassadorial activities.

The Bombers’ annual report refers to payments to a “Director related entity for marketing, ambassador and community engagement services”. It is unusual for a director to be paid while serving in that role.

Sheedy received a significant portion of the $149,175 Essendon allotted for ambassadorial payments this year, which was up from $110,832 in 2023. The significant year-on-year increase owed to some extra one-off items that the club declined to reveal when contacted about the financial report.

Essendon announced in August that the 76-year-old – one of the sport’s great personalities and promoters – would step down from the board at season’s end, after performing an integral role two years ago in the election of current president David Barham during a tumultuous period.

This masthead reported at the time that Sheedy, who coached the Bombers for a record-breaking 27 years, would continue in his paid ambassadorial role for the club.

The role includes dealing with coteries, past players, and influential sponsors. He occupied the same position for a period before his board appointment in October 2020.

Sheedy, who also played 251 games for Richmond and won three flags during that time, was contacted for comment.

Essendon paid a total of $3,342,671 to key management personnel this year, down from $3,368,183 in 2023. That aggregate compensation went to 10 people, at an average beyond $334,000.

Improved on-field performance had a positive impact on the Bombers’ bottom line, with membership revenue spiking almost 20 per cent to $16.8 million. Match receipts and stadium revenue were up 26.3 per cent to $8.2 million and merchandise revenue rose 9.6 per cent to $1.9 million.

The report stated there would not be a membership price freeze as there was in the 2021 and 2023 seasons because “member contributions are the lifeblood of our club”.

Essendon also have interest-free loans totalling more than $1.455 million that expire in December 2026.

The Bombers’ annual report lists gaming entitlements as an “intangible asset” worth $4.37 million. They own gaming licences at two venues: Windy Hill, which has 100 machines, and Melton Country Club, which has 90.

Those machine numbers are from the Victorian Gambling and Casino Control Commission website.

A supporter group called “No Pokies at Essendon” has gathered the 100 signatures required for a vote to take place at the annual general meeting next month that could force the Bombers to acknowledge in future annual reports the alleged social harm their gaming machines cause.

Gambling and casino commission data shows that gamblers lost more than $14 million this year across the two venues, and more than $235 million since 2006.

However, NoPE faces a tough task, given that under the Essendon constitution, a special resolution needs to secure at least 75 per cent of the vote to pass.

Barham said at last year’s AGM that Essendon were still financially reliant on pokies revenue, which was used, in part, to support the football program.

This year’s AGM will be held at the Essendonians Function Centre on December 18.

[grassy1]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

[Windy Hille]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

Hmm I wonder if this could, as you say, cause some issue with soft cap sums?

Knowing us, there’ll be an Essendon clause where we have breached the section of intended monetary disclosure.

Seems like our clubs are aligning their woes!

[BenDoolan]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

Hmm I wonder if this could, as you say, cause some issue with soft cap sums?

Knowing us, there’ll be an Essendon clause where we have breached the section of intended monetary disclosure.

Seems like our clubs are aligning their woes!

Can’t see how. Isn’t the soft cap just footy department costs? Sheeds wasn’t part of that…

[grassy1]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

Hmm I wonder if this could, as you say, cause some issue with soft cap sums?

Knowing us, there’ll be an Essendon clause where we have breached the section of intended monetary disclosure.

Seems like our clubs are aligning their woes!

Can’t see how. Isn’t the soft cap just footy department costs? Sheeds wasn’t part of that…

Hope you're right,mate!

[grassy1]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

Hmm I wonder if this could, as you say, cause some issue with soft cap sums?

Knowing us, there’ll be an Essendon clause where we have breached the section of intended monetary disclosure.

Seems like our clubs are aligning their woes!

Double the Pain.Where are Westies at?No Westie,not you mate,in case you still visit here!

[Windy Hille]

Hope this doesn’t give us any bother Points or Draftwise.

My Club overlooked things relating to Fringe Benefits Tax on Interstate Coach and Players,Superannuation on Part Time Footballers and another matter that escapes the old grey matter,which could result in Perth Football Club getting whacked for 12 Premiership Points.

All next year or spead out over 2 or 3 years for all I know.Hope Sheeds doesn’t land us in the Shit.

Hmm I wonder if this could, as you say, cause some issue with soft cap sums?

Knowing us, there’ll be an Essendon clause where we have breached the section of intended monetary disclosure.

Seems like our clubs are aligning their woes!

Double the Pain.Where are Westies at?No Westie,not you mate,in case you still visit here!

Ha! It depends on attendance I guess. In or out? One does wonder