SFL eyes the big league

By Glen Atwell
PHIL Stevens has a vision.
He wants to bring Southern Football League to the fore of local football.
It’s a tough assignment, but the newly appointed CEO of the league intends to deliver on his promise and overhaul the battling three-division competition.
After spending 16 years at the helm of the Victorian Amateur Football Association, Stevens decided to take a break from the game, but a burning desire quickly reignited his passion for Aussie rules.
“I had spent 16 years working almost seven days a week in football,” Stevens said.
“I love the game, but it did burn me out, so I took two years off and have returned to football with a real passion and the SFL is a great opportunity.”
Stevens says he is excited about introducing an under-18 competition to the SFL ranks and is looking forward to the challenge of reinventing the league.
“I have been very impressed with the quality and professionalism of the new SFL board and their vision for the future,” he said.
“I feel privileged to be offered the opportunity to lead the SFL into a new era and assure all stakeholders they have a firm commitment from me that I will be working inclusively with them to improve the league.”
The first to-do on Stevens’ long-list of tasks is to introduce a colts competition, designed to serve as a lifeline to the senior clubs struggling for numbers.
“Having an underage competition is so important, in many different ways.
“Not only does it feed clubs with ready-made players, but it also helps get people and families back to local football clubs,” Stevens said.
The SFL had planned to introduce a colts competition at the start of next season, but will wait until 2008 before rolling out its junior competition.
SFL board member Garry Cranny said the appointment of Stevens was a major coup for the league.
“It’s a clear demonstration of the board’s commitment to not only reinvigorating but reinventing the Southern Football League,” Cranny said.
“Phil Stevens is a highly respected Australian rules football administrator who brings a wealth of knowledge, experience and established networks to the CEO position.
“Phil has been recruited to the SFL to drive cultural change, improve the league’s financial performance and to manage the future growth of our competition.”
Stevens’ appointment has also put smiles on the faces of club administrators, including Parkmore Pirates’ football manager Mike Smyth.
“It’s great to see that the SFL is taking steps to ensure the future viability of the league and its clubs,” Smyth said.
“The new board has a variety of skills that are going to be useful to all clubs. It’s a great sign.”
Former SFL executive manager Bob Caine did not apply for reappointment and has decided to pursue other career options.