The Australian Football Media Association celebrates the best media people covering the AFL at its annual AFMA Awards. The 2021 AFMA Awards winners were revealed last night in a virtual event.
The Association is chaired by AFL Media’s chief football correspondent Damian Barrett.
Joining Barrett on the committee are national sports editor News Corp, Matt Kitchin, general manager Fox Footy, Michael Neill, The Age‘s Greg Baum and long-time association event manager and administrator Sophie Maguire.
New additions to the committee for 2021 include the ABC’s Catherine Murphy, Sarah Olle from Fox Footy, Triple M and Fox Sports News and Herald Sun journalist Glenn McFarlane.
The AFMA Awards timeframe includes the 2020 AFL finals series through to completion of 2021 home-and-away season.
AFMA AWARDS: ALL MEDIA
ALF BROWN AWARD
Winners: Sam McClure, The Age and Caroline Wilson, Nine/The Age
The Alf is breaking new ground this year: it has produced a tie for the first time. The two winners produced the two biggest stories of the football year as highlights of outstanding bodies of work. They are also colleagues and friends.
Wilson broke the bombshell story that led to Alastair Clarkson’s stunning departure from Hawthorn; McClure the racism story at Adelaide Football Club that a had massive impact throughout the AFL and the country.
Caroline Wilson
CLINTON GRYBAS EMERGING TALENT AWARD
Presented to the best emerging talent in football media.
Winner: Simeon Thomas-Wilson, The Adelaide Advertiser
Simeon’s body of work was very impressive, particularly his feature on Andrew McLeod, which created a few waves at the Crows. In a tough two-team market, he went that extra yard to get the story in what was an eventful year in South Australian footy.
Commendable Mention: Ben Cameron, ABC
BEST AFLW REPORTER/REPORTING – print, digital, radio, TV
Winner: Kate O’Halloran, ABC
Just brilliant journalism. Plenty of depth in the story-telling, but it was the emotion captured that set Kate’s work apart.
Commendable Mention: Sarah Black, AFL Media
BEST AFLW PROGRAM/FEATURE – print, digital, radio, TV
Winner: Courtney Walsh, The Australian
Courtney’s AFMA Awards submission, Making Her Mark, was the standout. Almost immediately, we’re struck by Walsh’s striking rapport with Daisy Pearce. His writing style makes for a very relaxed read, but ultimately creates a positive discussion around the future of women’s footy while also celebrating a true pioneer.
Commendable Mention: Liz Walsh, News Corp and Daniel Cherny, The Age
BEST OPINION/ANALYSIS – print, digital
Winner: Russell Jackson, ABC
Russell’s writing is unique and has a depth of research and detail that stands out. He brought a different perspective to the Collingwood issues in 2021 and provided a fascinating examination of sport’s Moneyball theory. Each piece is beautifully written, captivating the reader from start to finish.
Commendable Mention: Jake Niall, The Age
Daisy Pearce
BEST OPINION/ANALYSIS – radio, TV
Winner: Daisy Pearce, Seven Network
Daisy speaks directly to the audience, providing insightful analysis of the game. She is natural and engaging and can dissect game plans and strategies in a concise and easy-to-digest manner. Daisy’s football knowledge is incredible and she leaves viewers with a better appreciation of the game.
Commendable Mention: Leigh Montagna, Fox Footy
BEST PODCAST
Winner: Ordineroli Speaking
Neroli’s podcast has a simple and clear goal, to tell the personal stories behind the game’s biggest names. Well researched and flawlessly produced, Neroli creates a safe space for her guests to open up and take us beyond the standard footy cliches, revealing intimate stories that make compelling listening.
Commendable Mention: DYL & FRIENDS
PRINT/ONLINE COMBINED
BEST PRINT/ONLINE NEWS REPORTING BY AN INDIVIDUAL
Winner: Sam McClure, The Age
An impressive body of work set Sam’s entry above all others. A genuine scoop that dominated the football agenda for weeks, the Taylor Walker racism scandal exposed a troubling underbelly that remains in the sport. Despite ongoing pressure McClure stood behind his story, which eventually led to the suspension of the former Crows captain and a public apology to Aboriginal and Torres Strait Islander people.
Commendable Mention: Michael Warner, Herald Sun
BEST PRINT/ONLINE FEATURE REPORTING BY AN INDIVIDUAL
Winner: Russell Jackson, ABC
A brilliant wordsmith, Russell Jackson handles the delicate subject matter with care and compassion. He takes the reader on a sometimes difficult journey, bringing to light the hidden trauma of former St Kilda player Rod ‘Rocket’ Owen. His story was the standout in this category – a truly tragic story that has taken too long to be told.
Commendable Mention: Callum Twomey, AFL.com.au
BEST ACTION PHOTO
Winner: Flying Bulldog, Michael Willson, AFL Media
Michael has captured so much of what makes Australian football unique in this photo of one of the League’s genuine young stars in full flight.
Commendable Mention: Justine Mules of the Crows celebrates a goal, James Elsby, AFL Photos
BEST NEWS/FEATURE PHOTO
Winner: No Room For Racism, Michael Klein, Herald Sun
Twenty-six years after Damian Monkhurst vilified Michael Long, Eddie Betts is still standing up against racism on and off the field. Michael Klein’s keen eye and sharp mind illuminated Betts’ message written on medical tape wrapped around his wrist.
RADIO/TV COMBINED
BEST RADIO/TV NEWS OR FEATURE REPORTING BY AN INDIVIDUAL
Winner: Caroline Wilson, Footy Classified, Nine
Even in a very strong field, Caroline’s entry stood out. Consistent with her work down the years, she broke stories others could not reach, related them clearly, left no doubt about their importance and had the strength of her convictions when challenged. As has always been the case, she was invariably proved right.
Commendable mention: Sam Edmund, SEN/AFL Nation
Sportsday hosts Sam McClure and Gerard Healy
RADIO
BEST RADIO PROGRAM
Winner: Sportsday, SEN/3AW
Sportsday had its finger on the pulse throughout the season, consistently breaking news and setting the news agenda. The program had a lovely balance of in-depth analysis and news, as well as some lighter moments which were appreciated amid the COVID pandemic. Guests consistently from the highest shelf only added to the overall strength of the program.
Commendable Mention: Whateley, 1116 SEN
SEN’s Gerard Whateley
BEST RADIO MATCH CALLER
Winner: Gerard Whateley, SEN
If radio commentary is the first draft of history, it takes a special talent to deliver it on the fly with precise language, evocative imagery and avoidance of cliche. The picture painted by Gerard of Leigh Matthew and Malcolm Blight calling to Dustin Martin to “come join us Dusty” after his fourth goal in the 2020 grand final captured perfectly the moment when the Richmond star became a footballing giant. Gerard’s clarity and flair in describing the game’s biggest moments set him above an exceptional class of entries.
Commendable Mention: Dennis Cometti, Triple M
TELEVISION
BEST TV PROGRAM
Winner: On The Couch, Fox Footy
In an exceptionally strong field, On The Couch provided a perfect balance of football insight, opinion and entertainment. The program takes viewers inside the game, which is one of its greatest strengths, but it also references the broader aspects of the sport. It dissects complex strategies in a clear and concise manner, gives compelling insights into the mindset of its participants, and provides outstanding expert analysis. Importantly, there is a strong connection between the panellists, even when disagreeing.
Commendable Mention: Footy Classified, Channel 9 and Sunday Footy Show, Channel 9
BEST TV MATCH CALLER
Winner: Anthony Hudson, Fox Footy
Anthony’s commentary, in yet another difficult year for AFL commentators due to Covid protocols, delivered high-energy broadcasts to match the level of the occasions in stadia far from the commentary booth in Victoria. Hudson’s undeniable flair, always adding value to the pictures and never interrupting the rhythm of the game, and his effortless use of language made him a standout in a high quality group of entrants.
Commendable Mention: Brian Taylor, Seven Network
AFL CLUB
BEST CLUB CONTENT
Winner: St Kilda Football Club, Spuds Game, It’s Time 2 Talk
St Kilda Football Club’s Spud Game campaign was the stand-out in this category. It ticks all the boxes in terms of originality, impact, creativity and public interaction, and the fact $392,499 was raised towards the Danny Frawley Centre for Health and Wellbeing makes it a no-brainer for No. 1.
Commendable Mention: Hawthorn Football Club
AFMA Awards 2021 judges
Julian Bayard, Michael Stevens, Sarah Jones, Tom Salom, Sandy Roberts, Catherine Murphy, Ewan Giles, Glenn McFarlane, Dee Dee Dunleavy, Jake Niall, Chip Le Grand, Matthew Kitchin, Gary O’Keefe, Mitch Finlayson, Sarah Olle, Digby Beacham, Linda Pearce, Greg Baum, Martin Pakula, Leigh Henningham, John Donegan, Mark Stevens, Jacqui Felgate, Daryl Timms, Abbey Holmes, Adam White, Michael Neill, Nat Edwards, Peter Hanlon, Kelli Underwood, Bianca Chatfield , Nigel Carmody, Clint Stanaway, Jay Allen, Craig Moore, Susan Alberti, Riley Beveridge , Stephen Quartermain , Caroline Wilson, Ondrej Foltin, Rebecca Maddern and Mike Sheahan.