CEO UPDATE | 2021 FOCUS

To all our valued members, partners and stakeholders,

I hope that you are all enjoying the current off-season period, naturally still reflecting upon, and celebrating, the 2020 season that marked our unforgettable 120 ^th year.

Winning two of the available six Premierships is the clear and obvious highlight, but we also acknowledge that this incredible feat was achieved in a highly interrupted year, which demonstrates the resilience and character shown by all.


After what really was an extraordinary season, I am writing to you to provide a brief summary of current activities and strategic objectives that we believe can propel our Club further forward.

These key areas of focus include;

1. Membership – “Join the Family”

Our 2021 Membership year has now commenced, and we are ‘open for business’. We are targeting the WAFL’s largest membership i.e. 3000 members in 2021, and thus I strongly encourage you to join up, which in doing so will help South Fremantle reach further heights.

Join the Membership Family here – https://membership.sffc.com.au/
Browse our Premiership retail items here – https://shop.sffc.com.au/

We have implemented a new feature, the annual membership rollover, which is an ‘opt-in’ selection at membership checkout – enabling our members to choose to have their 2021 membership automatically renewed (“rolled over”) for 2022.

I encourage all our members to consider choosing this option, further supporting the Club into the future, whilst creating some handy convenience for yourself each year.

2. Strengthening our non-traditional revenue streams

Our football largely did the talking in 2020, buoyed by a 20-year membership record, and impressive commercial gains in both game days attendances and commercial partnership. Yet we do recognise that strengthening our balance sheet will also come from entrepreneurial activities, and other partnership arrangements.

To this end, your Club is actively pursuing and undertaking due diligence on several new and exciting commercial opportunities that will drive revenue growth and greater financial independency.

3. Fremantle Oval Redevelopment Master Plan

The planning process continues to design and seek investment for a state-of-the-art redevelopment of Fremantle Community Bank Oval, with the objective to provide elite training facilities for our South Fremantle athletes, contemporary administration, retail and function facilities along with further establishing the home of AFLW for the Fremantle Football Club. Importantly, we are committed to providing much improved member amenities and viewing experiences.

Fremantle is our home, and as the first and now sole Club based at Fremantle Community Bank Oval, this precinct regeneration project is perhaps the most important in our 120-year existence.

4. Recruitment & Cohesion

Where appropriate and affordable, we shall continue to invest in all aspects of our Male and Female football departments and programs to provide our players, coaches and staff every opportunity to succeed and win more Premierships.

The cohesion and connection across our whole Club has never been stronger, and further sustaining and growing this remains a genuine priority for your Board and Management.

This focus also extends to our considerable, year-round recruitment and culture-build strategies, whereby we wish to attract, support and retain the very best people at this Football Club – making us better.

It will be through strong planning, a determined work ethic and the expertise of our Staff and Board that will drive the required actions to deliver upon targeted Club growth outcomes.

As we saw in 2020, anything is achievable, and everything is possible. We’re up to the task, and we welcome the challenge.

I thank you for your commitment and support as a member – we have the largest membership in the competition, and certainly the most loyal and passionate.

For this we are grateful – let’s do it all again!

Go Bulldogs

Cameron Britt
Chief Executive Officer
South Fremantle Football Club