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Our Aims

Our mission is to engage, inspire, entertain and to win. To achieve this, we must deliver on the five key themes of our strategic plan.

Delivering the fifth flag 40,000 by 2014 Financial Independence Expanded supporter base Community Footprint

We have already made significant progress:

Delivering the fifth flag

- World-class $15m training facility
- Increased Football Department spend ($11.7 in 2007 to $16M in 2012)
- Brad Scott appointed senior coach with reinvigorated young list
- Funding for Arden Street redevelopment

40,000 by 2014

- Membership more than 35,000 in 2013. Achieved more than 40,000 members in 2014.
- Rise in Troo Roo for Life members (1500 in 2007 to over 15,000 in 2013)

Financial Independence

- Net revenue up 60% (since 2007)
- Retained all key sponsors since 2008 (including Mazda as a major partner)
- Returned club to members

Expanded supporter base

- Strong 5-year regional partnership with City of Ballarat
- Sustainable secondary market in Hobart

Community Footprint

- AFL's most innovative community engagement initiative The Huddle
- Extended community programs into Wyndham and Ballarat
- Funding for community activities from local, state and federal Government.