Wayne Jackson: A life in football
Wayne Jackson was an outstanding AFL CEO and football administrator in general. He always listened to everyone and then in a calm, composed manner made decisions for the betterment of the overall game. Unlike others at both club-land (at all levels) and the AFL he doesn’t have a huge ego or allow decisions to be based on friendships.
Wayne was exactly what the AFL and the game needed but let’s return to the beginning.
Childhood
Wayne’s parents were Maurice and Alice with his siblings, Grant and John. He makes the point that his parents were a massive positive example. His father ran a family-owned bakery and was, in fact, president of the baker’s association. Wayne, during his formative years, worked in the bakery and it was a fantastic environment to learn life skills including communication. He certainly didn’t get it easy working night shifts!
Wayne attended Allenby Gardens Primary School. He was captain of the school football side and made the state side (vice captain) which competed in Launceston. Teammates included Ray Woolford (Norwood) and fitness guru Trevor Jacques. Wayne mentions that the headmaster, Mr Dempsey, and West Torrens legend Fred Bills helped enormously and were fantastic influences during this time.
Wayne then went to Prince Alfred College where he was coached by the great man, Chester Bennett – Chester coached both footy and cricket at PAC for 22 years and Ian Chappell puts it succinctly: ‘Chester was a wise man in sport and a wise man in life’. Teammates at PAC included future panther superstar, Peter Darley and Peter Morton.
Adelaide University
After school, Wayne completed a Bachelor of Economics at the University of Adelaide and qualified as a CPA, also undertaking a Management Development Program at the Harvard Business School. Professionally, Wayne used this education to work at Deloittes and then held key positions including Managing Director of Thomas Hardy & Sons Pty Ltd, General Manager and Director of BRL Hardy Ltd and Managing Director of The South Australian Brewing Company Pty Ltd.
More importantly, back to the Blacks.
Wayne contributed significantly to Adelaide University FC’s golden era, playing in A Grade flags under Allen Greer (Wayne was a huge admirer and, yes, was involved in securing him as coach of West Torrens) in 1962, ‘63 and ’64. With teammates such as Doc Clarkson, Dudley Hill, Alan Byers, Jan Hooper, ‘Twinkle-Toes’ Gambling, John Sangster and Keg Ferguson it’s no surprise Adelaide Uni FC were the superpower of Div 1 in the SAAFL competition.
Jackson was awarded club letters in 1962 for services to the club as a player and off field (at least I have something in common with an ex-AFL CEO!). Wayne was also awarded a prestigious full blue (outstanding performance as a player in that particular sport whilst studying at Adelaide University), being chosen as a dual All Australian Intervarsity played a significant part.
Wayne was a member of the victorious Adelaide University FC Intervarsity side in ‘63 (tournament between all the universities around Australia which varies in strength with who is available and can afford the cost given it’s for university students).
West Torrens
Wayne was living in Lockleys – technically West Adelaide territory but he was an Eagles man and lived next door to West Torrens president Ossie O’Grady. Ossie organised for Wayne to play in an U19s game for West Torrens when he was playing for the Blacks so he was tied to the club (this sort of ingenuity was quite common back then when there wasn’t quite as strict checking of addresses as in later years).
His career at West Torrens is extraordinary in that there virtually isn’t a role he didn’t perform at some stage! Wayne made his league debut coincidentally against West Adelaide in 1965 – he ended up playing 140 odd games for the Eagles with very close to an even spread of 70 each in reserves and league. Over the years, Wayne was players’ representative on the committee, then on committee in his own right, Chairman, President.
On field he was reserves captain-coach and then, when dramas occurred with league coach Billy Barrot, Wayne initially became caretaker coach for a week while West Torrens were looking for another coach. West Torrens won so it became a second week and then became the rest of the year.
West Torrens, under Wayne’s guidance, came home strongly to make the finals in 1974 only to lose to Glenelg (I wish to emphasize Wayne was not involved in Billy Barrot’s departure from West Torrens. Let’s just say allegedly it was necessary and leave it at that). At one stage Wayne was also the club runner! The club wanted Wayne to continue as league coach but with a young family and burgeoning business career he knocked back the offer.
The Administrator
Wayne was, however, coaxed into going back on the committee. During the meeting he was asked to remain behind afterwards by Bruce Harrison the treasurer and was informed that the club was broke. Wayne asked to attend a meeting with with the bank – the National Bank at Findon. He was told by the bank he had to remain chair/president for the next three years and that the sound businesses practices he proposed had to be put in to place. Wayne replied ‘what if the members want to vote me out?’ only to be told ‘we don’t care, that is what must happen’ for the loan to be guaranteed and the club continue to operate, which is what happened. Wayne played a vital part in ensuring West Torrens’s survival at the time.
Wayne then went to Boston to study at Harvard Business School in 1980. He enjoyed the experience and was successful. Upon returning to SA, he immediately resumed his involvement with West Torrens but didn’t renominate for either chair or president, becoming the club’s SANFL director instead (this was always difficult and not the best way to manage the game with each club’s interest often governing the vote on anything and certainly not in the best interests of the game overall).
Wayne basically performed every single role at West Torrens, just think. Player, coach, chair/president, runner, club director – geez Wayne surely you could have run the canteen as well!
He was then elected onto the SA footy commission to be part of the board of directors to run the game independently away from pure club interests with Peter Page, Brian Fairclough, Nerio Ferraro, Leigh Whicker and Max Basheer.
The establishment of the player retention fund (a fund to keep quality established SANFL players in SA instead of venturing to the VFL) quite rightly holds a place of satisfaction with Wayne. Overall, he feels that the commission did its job well and was a smoother and more effective way to run footy in South Australia
AFL CEO
In 1995, Wayne was then asked to fill a casual vacancy on the AFL Commission under the leadership of John Kennedy – Kennedy was the AFL Chair and Ross Oakley the CEO at that stage. Wayne was the managing director of West End brewery at the time and, unbeknownst to him, a head-hunting firm had been appointed to search for the next CEO. He was contacted and was firm in his reply ‘I can’t comment on any decision or intentions of the commission’. He was then told ‘no, it’s our intention to recommend you for the position!’
Wayne then discussed with his wife, Liz, and decided with their children grown up it was now or never to take the role – he adds that Liz was not only his wife for 52 years and the love of his life but was a state hockey player, district tennis player, and physio in her own right and the rock of Gibraltar of the family.
Wayne accepted the offer and it was effectively announced on AFL Grand Final day in 1996. A masterstroke was when asked who he barracked for, he replied Fremantle. Let’s just say the press were more accepting and felt sorry for him instead of the pressure he may have faced if he had said the Crows, especially considering their 1997 and ‘98 flags!
He was following on from Ross Oakley and after the era of mergers and relocations: Fitzroy and Brisbane, Melbourne and Hawthorn, North Melbourne. Mending relationships in general including with the media was top of the tree. Patrick Smith at The Age and subsequently The Australian was a vital piece of the jigsaw in this regard.
Wayne enjoyed working with Ron Evans, Bob Hammond, Chris Langford, Graeme Samuel, Graeme John, Bill Kelty, Colin Carter with John Kennedy and the AFL Commission and felt it was a well-structured and efficient organisation working for the good of the game. Marketing and sponsorship were also key areas under the leadership of Wayne helping to grow the game. Tony Peek was also a strength and great to work with. Let’s always remember footy can involve more politics than politics and individuals can become self-centred and have their own interests, not the betterment of the organisation or game, at heart.
Wayne has justifiable pride in his grooming and working relationship with Andrew Demetriou, Gillon McLachlan, Ben Buckley, David Matthews, with Andrew Dillon as 2IC. With the individuals above progressing up the ranks with important roles in the running of the AFL, Wayne also had a great relationship with Ron Evans as managing director of Spotless and Jeff Browne as the AFL’s external lawyer and worked well with them.
He was a strong advocate of the game continuing to grow nationally and he saw the whole picture of all clubs. Wayne was a strong supporter of struggling clubs such as the Western Bulldogs and North Melbourne with large sums of money being redistributed via the competitive balance fund. He also presided over the $500 million television rights deal in 2001 with his negotiating ability and calm manner vital in the outcome.
During Wayne’s tenure, Waverley Park was sold off (geez, Waverley made Footy Park feel like a heated sauna). Wayne enjoyed his involvement with the AFL-NTFL board and helped the development of the game in the Northern Territory and the game in north-eastern Australia generally.
Overall, Wayne’s calm manner, ability to see the whole picture and think for the good of the game was exactly what the doctor ordered as CEO at the time. He performed the role professionally and very well in my opinion.
I personally think now at times it’s more of an extended VFL and the whole picture isn’t seen. The lack of support given to state leagues, particularly financially and not seeing that unless there are strong state leagues and pathways to the game nationally that it hurts the game overall is mind boggling and that’s me being polite.
Wayne was a guest speaker at an Adelaide University FC lunch one day. I think he quickly realised I was the footy nuff in the room – we resonated quickly and a mutual respect was born. On another occasion the Blacks were having a problem with the SANFL and it involved the late Glen Rosser. I was sitting with Wayne at a dinner and asked him for his advice – he was brilliant: ‘Why don’t you phrase it this way’. It took out the confrontation side (it was great interviewing Glen for my article https://www.footyalmanac.com.au/almanac-footy-history-glen-black-duck-rosser-an-ornament-to-the-game/ and getting his side and learning and, yes, then seeing the whole picture).
Wayne nowadays in retirement has been an a director and advisor on some boards and enjoys spending time at his farm at Willalooka in the upper south east, venturing down there two or three times a month. He has had a close friendship with his right-hand man there, Dave Gilbertson, for over 20 years. Wayne enjoys spending time with his children Jane, Meridie and Anna and his adored 10 grand children.
Wayne has had an incredible footy journey and covered an enormous variety of roles. He is extremely well respected and was a very effective CEO. Thanks Wayne!
Football achievements
• Amateur Football for Adelaide University 1962–1964
• Twice All Australian University Amateur Footballer (Intervarsity)
• 71 games for West Torrens 1965–1971
• Coached West Torrens (Reserves) 1972-1973
• Coached West Torrens (both League and Reserves) 1974
• Chairman of West Torrens 1975–1978
• SANFL League Director for West Torrens 1975–1979
• President of West Torrens 1979
• Life Member of West Torrens 1979
• Member of SANFL Retention Committee 1988–1992
• Member of South Australian Football Commission 1991–1994
• Member of the Australian Football League Commission 1995
• Australian Football League CEO and Commissioner 1996–2003
• Member of AFL NTFL Board 2004–2010
• Member of the South Australian Football Hall of Fame (inducted 2004)
• AFL Life Member
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Fantastic read, Mal. Wayne’s contribution to football is significant, and it’s great that people like you take the time to remind us all. Keep up the good work
I have always had enormous respect for Wayne Jackson from the time time he had take over the coaching job at West Torrens and then his work as AFL Chief.
RB,
Absolutely love Wayne Jackson and what he did for the AFL. Such a wonderful article to read about a true South Australian gentleman.
“geez Wayne surely you could have run the canteen as well!“ – brilliant mate.
Thanks for sharing and catching up with Wayne Jackson for a chat.
Great article, love the way it is written, in my view Wayne was the best CEO the AFL has had.
Certainly a well written article and a lot of Wayne’s achievements I was clearly aware of whilst at the Eagle’s. He certainly put all of himself into any project that he undertook usually with successful outcomes. I also remember Wayne as a very good tennis player in his younger days. Always a very genuine and likeable person. Well done Malcolm.
What a ripping person. Can’t say that about too many AFL CEOs. Well done ‘Book. Well done.
An interesting read on a very interesting subject. Actually sat next to him at a Crows match earlier this year. You are right Earnest. He’ll talk to anyone.
It must have been really hard to get much done “for the good of the game” in an environment dominated by an overwhelming number of Victorian clubs. I wish he had been able to set a path for a more representative national competition (eg teams from Tassie, NT etc). But there’s no doubt he has an outstanding resume and being a humble baker, a club runner, and seeing through those tough times at West Torrens gave him a unique insight when, with the added benefit of business experience at a senior level, he later ventured into corporate football. Well done Wayne and well done Malcolm!
A revealing insight into Wayne Jackson’s journey.
Thank you, RB.
Would love to know more about the Bill Barrot sacking.
A story for when we catch up the Adelaide Oval, perhaps?
Great read Rulebook. Such a big contributor to footy everywhere he went. Harvard Business school and still goes back to West Torrens.. must have had his eye on a CEO job from early on. Keep ’em coming RB.
Malcolm
Well done .
Excellent article about a genuinely good man
who has made a terrific contribution to
Australian Rules football .
Ross Dillon .
Thanks Malcolm
My parents attended an Adelaide Uni Economics reunion in the Barossa Valley where Wayne Jackson was guest speaker. My Dad said he’d never met such an accomplished yet humble individual. Both my parents were also impressed with the Jackson’s as a married couple devoted to their family
He was capable at the AFL. The only thing I would liked to have seen is a team in Tassie
Well done Rulebook
Cheers
Tim
Much respect for a great man. And well done Malcolm.
A very enjoyable read, I was always a big fan of Wayne and loved listening to him speak to the media, or have a laugh on the couch with Mike Sheehan. I remember thinking on grand final day in 1997, now why doesn’t Wayne look happy? Well the answer is simple.. it wasn’t in his best interest to, but I’m sure he was elated.
Another great read Rule Book!
He is the best CEO the AFL has had, no self interest.
Very interesting to read his early days, didn’t know too much about him before he became AFL CEO.
A really good read RB about a really good human. An enormous list of achievements in football, business and life. Yet clearly a very humble man and a proud South Australian. What I also like is Wayne’s down to earth persona. Stark contrast with current high level AFL execs. Good work again Malcolm.
A man of great talent, energy and integrity who seems to have achieved much in every aspect of his life. An interesting read. Thanks Malcolm.
A man of many talents, was CEO of the AFL in a time of immense change and growth. Was an astute leader who handled things smoothly and professionally. Good to see you prioritised his AUFC career first, although i think the Blacks lost the ’63 and ’64 Grand Finals after winning in 1962?
Unique feat to play every role at Torrens bar the canteen manager! Ozzie O’Grady, there’s a name, he was President at Torrens and tried to recruit my dad from Port but they wouldn’t clear him. We ended up running one of Ozzie’s motels in Horsham for a few years!
Thanks Malcolm. I always knew of Wayne through most of his footy journey, but it was great to fill in the gaps of a terrific football person. Great read, nicely done.
A fantastic insight to a gentleman who contributed greatly to the AFL and football in general. He seems to have a calming and caring personality which drew people from all walks of life to listen to him speak. He certainly had the attention of an audience when he was interviewed, such was the huge respect for him. A legend in football circles and sounds like a genuine personality.
Thanks for this, Rulebook. Wayne was the best CEO we’ve had in my lifetime for sure – many could take a leaf out of his book.
Another great piece Malcolm, and a brilliant insight into a very impressive man that most of us outside of South Australia have little knowledge of outside of his time as AFL CEO.
Great Read Rulebook one of the great footy administrators of all time
I worked for Wayne at Thomas Hardy & Sons in Adelaide in the1970’s. He was 28 and I was several years younger. As a then 28 year old he had an aura and presence such I had not seen before nor since. There were no airs and graces about him, he was the most level headed, intelligent and honest person I have met. As a people manager, he had a gift of bringing people together and getting the best from them as a team.
Wayne was a man of high work ethic & principles, a good listener and decision maker. One of my life’s best lessons was when TH&S went through some financially difficult times in the mid 70’s and Wayne introduced an extensive cost reduction plan to help turn the company’s financial position around. We were issued cigarette holders at one time so we could use our lead pencils down to the last half inch instead of throwing them away at 4-5 inches when too short to handle. It was never going to save much money of course and he knew that better than anyone, but the focus & discipline it created by getting all employees on the same page and knowing the extent you needed to go to achieve a goal was his prime objective and it worked.