The Rising Concern: A New Appointment Raises Eyebrows
The Australian Football League (AFL) is currently investigating a job given to Alexandra Crow, the partner of head coach Damien Hardwick, by the Gold Coast Suns. Footy reporter Damian Barrett revealed that several teams have brought this matter to the AFL’s attention, expressing concerns about potential breaches of competition spending rules. Crow has taken up a new role as a consultant on the club’s consumer and commercial strategy projects. The situation has sparked heightened scrutiny, particularly as rival clubs suspect it might be a method to indirectly pay Hardwick more without it falling under the ‘soft cap’—the spending limit imposed on coaches and football department staff.
The Role and the Rules: What’s at Stake?
The employment of Crow has raised significant red flags, primarily due to the optics and perceived lack of transparency. Barrett noted that the AFL integrity unit typically handles such cases, especially when involving the partner of a key figure like a head coach. The soft cap for each football club in the 2025 season is set at $7.7 million, with 20 percent of a coach’s salary allowed to be paid outside this cap. Mark Evans, the boss of the Gold Coast Suns, maintains that the role is legitimate and within the rules. However, the broader concerns center around whether Crow’s new job is a strategic move to circumvent these financial regulations, thereby giving the Suns an unfair advantage.
The Backdrop: A Tactical Move or a Breach?
The appointment of Crow has been under the radar until now, with some clubs believing it should fall under the ‘soft cap’ regime, a term previously used by AFL CEO Andrew Dillon in addressing similar situations. The issue is not just about the financial implications but also about the integrity and fairness of the competition. The AFL’s investigation is a response to the clubs’ concerns, highlighting the league’s commitment to maintaining a level playing field. The optics of the situation are problematic, especially given that the AFL was not fully aware of the details of Crow’s appointment until it was brought to their attention by other teams.
A Personal Transition: The Hardwicks’ Story
Damien Hardwick and Alexandra Crow’s relationship began in 2020 while Crow was working for Richmond’s commercial sales team. They officially became a couple in the following year, after Hardwick’s highly publicized split from his wife Danielle, with whom he had been married for 25 years and has three children. The split sent shockwaves through the club and the AFL community, with many expressing concern over the potential impact on the team’s dynamics. Danielle, in an interview, described the AFL environment as male-dominated and the life of a football coach as "selfish" due to the demanding nature of the role.
The Impact on the Team: A Captain’s Perspective
Trent Cotchin, the former captain of the Richmond Tigers, shed light on the internal impact of Hardwick’s new relationship in his 2023 book. He wrote that the romance did create a distraction and strained his relationship with Hardwick. Cotchin highlighted that the club’s culture, built on family, connection, and love, was significantly influenced by Hardwick and Danielle’s relationship. The split not only affected Cotchin and Hardwick’s bond but also the team’s performance, as evidenced by their failure to reach the finals in 2021, a stark contrast to their triumphant years from 2017 to 2020. The barrier that Cotchin felt between himself and the coach, and the overall team, underscores the deep personal and professional implications of such a significant change.
Moving Forward: Transparency and Integrity
As the AFL delves into the investigation, the focus remains on ensuring transparency and maintaining the integrity of the competition. The employment of Crow by the Gold Coast Suns has brought to light the need for clear and consistent communication between clubs and the league. The AFL’s response will be closely watched, as it will set a precedent for similar situations in the future. The league’s commitment to a fair and balanced competition is crucial, and the outcome of this investigation will be a significant test of that commitment. For now, the eyes of the AFL community are on the league, hoping for a resolution that upholds the principles of fairness and integrity.
