The Geelong Cats have long been recognized as one of the most successful clubs in Australian Football League history, with a record of sustained excellence that includes multiple AFL Premierships and a culture of resilience. However, behind the on-field achievements lies a lesser-known but equally impressive story: the club’s comprehensive community programs and initiatives. This case study examines how the Cats have leveraged their brand, resources, and player talent—including icons such as Joel Selwood, Patrick Dangerfield, and Tom Hawkins—to create a lasting impact in Geelong and beyond. From grassroots development to social inclusion, the club’s approach has not only strengthened its connection with fans but also contributed to its long-term success on the field. By examining the background, strategy, implementation, and measurable results of these programs, this article provides a blueprint for how professional sports organizations can use community engagement as a competitive advantage.
Background / Challenge
The Geelong Cats faced a unique set of challenges in the early 2000s that prompted a re-evaluation of their role in the community. While the club had a storied history dating back to its founding in 1859, it struggled with inconsistent on-field performance and a perception that it was a “sleeping giant” in the AFL competition. The 2000s brought a turning point: the club’s first AFL Premiership in 44 years in 2007, followed by additional flags in 2009 and 2011. Yet, with success came increased expectations and scrutiny. The club needed to maintain its competitive edge while also addressing broader societal issues, including youth disengagement, mental health challenges, and economic inequality in the Geelong region.
Compounding this was the fact that Kardinia Park—the club’s historic home ground—was in need of significant upgrades to meet modern standards. The Kardinia Park Redevelopment was a multi-stage project that required substantial investment and community buy-in. The Cats recognized that to secure funding and support for the stadium upgrade, they needed to demonstrate their value beyond win-loss records. Additionally, the club faced the challenge of retaining and developing talent in a competitive AFL Draft landscape, where larger Melbourne clubs often had greater resources. This required a holistic approach that invested in players as people, not just athletes.
The challenge was clear: how could the Geelong Cats use community programs to build a sustainable foundation for success, both on and off the field? The answer lay in a strategic shift that placed community engagement at the core of the club’s identity.
Approach / Strategy
The Cats’ approach to community programs was guided by three core principles: authenticity, integration, and long-term commitment. Rather than treating community engagement as a corporate social responsibility checkbox, the club embedded it into every aspect of its operations. This strategy was driven by a recognition that the club’s success was intrinsically linked to the health of its community.
Authenticity
The club prioritized programs that aligned with its values and geographic identity. Geelong is a regional city with a strong sense of place, and the Cats positioned themselves as a unifying force. Programs were designed to reflect local needs, from supporting drought-affected farmers to promoting mental health awareness in schools. This authenticity resonated with fans and stakeholders, creating genuine buy-in.Integration
Community initiatives were not siloed but integrated across the club. Players, coaches, and staff were all expected to participate. For example, Coach Chris Scott regularly attended community events, and players like Patrick Dangerfield and Tom Hawkins became ambassadors for key programs. This integration ensured that community work was seen as a core responsibility, not an optional extra.Long-term Commitment
The club avoided short-term, flashy initiatives in favor of sustained investment. Programs were designed to run for multiple years, with clear metrics for success. This approach built trust with community partners and allowed for continuous improvement.Specific strategic pillars included:
- Youth Development: Partnering with local schools and sporting organizations to promote physical activity and leadership.
- Social Inclusion: Programs for Indigenous communities, multicultural groups, and people with disabilities.
- Health and Wellbeing: Initiatives focused on mental health, nutrition, and healthy lifestyles.
- Environmental Sustainability: Efforts to reduce the club’s carbon footprint and promote green practices.
Implementation Details
The implementation of the Cats’ community programs was a multi-faceted effort that involved careful planning, resource allocation, and collaboration with external partners. Below are key examples of how the strategy was put into action.
1. The Geelong Cats Foundation
Established in 2015, the Geelong Cats Foundation serves as the club’s primary vehicle for charitable giving. The foundation focuses on three areas: health and wellbeing, education and employment, and community inclusion. It raises funds through events, corporate partnerships, and fan donations. In 2024, the foundation distributed over $1.2 million to community organizations, supporting programs such as:- Cats Care: A program that provides free AFL clinics to children in underserved areas.
- Mental Health First Aid Training: Delivered to community leaders and school teachers.
- Indigenous Leadership Program: In partnership with local Aboriginal organizations, offering mentorship and cultural education.
2. Player-Led Initiatives
The Cats’ playing group took ownership of community engagement. Joel Selwood, during his tenure as former captain, was instrumental in launching the “Selwood’s Squad” program, which paired players with young fans facing adversity. Patrick Dangerfield led the “Dangerfield’s Dare” initiative, encouraging students to set and achieve personal goals. Tom Hawkins championed the “Tomahawk’s Tackle” program, which promoted healthy eating and exercise in primary schools. These initiatives were not just PR stunts; they involved regular visits, phone calls, and personal commitments from players.3. School and Club Partnerships
The Cats established formal partnerships with over 50 schools in the Geelong region. Through the “Cats in Classrooms” program, players and coaches delivered sessions on teamwork, resilience, and goal-setting. The club also created a pathway program for young athletes, offering training sessions at GMHBA Stadium and access to the club’s facilities. This helped identify and develop future talent for the AFL Draft while also fostering a love for the game.4. Community Events at Kardinia Park
The Kardinia Park Redevelopment transformed the Cattery into a community hub. The stadium upgrade included new community spaces, such as the “Community Room,” which is used for meetings, workshops, and events. The club hosted regular open days, where fans could tour the facilities, meet players, and participate in activities. During the 2025 AFL Season, the club plans to expand these offerings, including a “Community Round” dedicated to celebrating local heroes.5. Collaboration with Geelong VFL
The Geelong VFL team played a crucial role in community programs. VFL players often visited schools and community centers, serving as role models for young people. The reserves team also participated in regional tours, bringing AFL-standard coaching and training to remote areas. This helped bridge the gap between the elite level and grassroots football.6. Digital and Social Media Engagement
The club used its digital platforms to amplify community messages. Social media campaigns, such as #CatsCare and #GeelongStrong, encouraged fans to share their own community stories. The club also produced video content featuring players discussing mental health, diversity, and social issues. This digital strategy helped reach a wider audience, including fans who could not attend events in person.Results
The impact of the Geelong Cats’ community programs has been measurable and significant. While the club’s primary focus remains on-field success, the community initiatives have delivered tangible benefits across multiple domains.
On-Field Success
The correlation between community engagement and on-field performance is difficult to quantify, but the Cats’ sustained competitiveness suggests a positive relationship. Since the launch of major community programs in 2015, the club has made the AFL Finals Series in every season, including a Grand Final appearance in 2020 and a premiership in 2022. The club’s ability to retain key players like Patrick Dangerfield, Tom Hawkins, and Joel Selwood (who retired after the 2022 season) is partly attributed to the strong culture fostered by community involvement. Players have consistently cited the club’s community focus as a reason for staying.Community Impact Metrics
- Youth Participation: Over 15,000 children participated in Cats-run clinics and programs in 2024, a 20% increase from 2020.
- Mental Health Training: More than 500 community leaders received mental health first aid training through the foundation.
- Indigenous Engagement: The Indigenous Leadership Program has supported 30 young Indigenous Australians, with 10 going on to secure employment or further education.
- Fundraising: The Geelong Cats Foundation raised over $5 million since its inception, with funds directed to local charities.
- Volunteer Hours: Players and staff contributed over 3,000 volunteer hours in 2024 alone.
Brand and Fan Loyalty
The community programs have strengthened the Cats’ brand. Fan surveys consistently show that the club’s community work is a top reason for loyalty. Membership numbers have grown steadily, reaching 80,000 in 2024, making the Cats one of the best-supported clubs in the AFL competition. The club’s engagement on social media has also increased, with community-focused content generating higher interaction rates than game-related posts.Stadium Success
The Kardinia Park Redevelopment was completed on schedule and within budget, thanks in part to community support. The stadium now hosts an average of 30,000 fans per game, with sell-out crowds for key matches. The community spaces within the stadium have been used for over 200 events annually, further embedding the club in local life.Talent Development
The Cats’ pathway programs have yielded results in the AFL Draft. Several players who participated in community programs as children have gone on to be drafted by the club, including local products who might otherwise have been overlooked. The club’s VFL team has also become a feeder for the senior side, with players developing both on-field skills and off-field character through community work.The Geelong Cats’ experience offers valuable lessons for other sports organizations seeking to build community programs.
1. Authenticity Drives Impact
Programs that align with the club’s identity and community needs are more likely to succeed. The Cats avoided generic initiatives and instead focused on what mattered to Geelong residents. This authenticity built trust and ensured that programs were not seen as tokenistic.2. Player Involvement is Critical
When players like Joel Selwood, Patrick Dangerfield, and Tom Hawkins actively participate, community programs gain credibility and reach. The club’s culture of service starts at the top, with Coach Chris Scott setting an example. Players are not just ambassadors; they are practitioners.3. Integration with Core Operations
Community work should not be an afterthought. The Cats embedded it into their strategic plan, with dedicated staff, budgets, and metrics. This integration ensured that programs were sustainable and aligned with the club’s overall goals.4. Long-Term Commitment Yields Results
Short-term initiatives may generate headlines, but lasting impact requires sustained investment. The Cats’ multi-year approach allowed them to build relationships, refine programs, and achieve measurable outcomes.5. Measure and Communicate Impact
The club’s ability to quantify results—from fundraising totals to participant numbers—helped secure ongoing support from sponsors, fans, and government. Transparent reporting also built accountability and trust.6. Stadium as a Community Hub
The Kardinia Park Redevelopment demonstrated that a stadium can be more than a venue for games. By creating spaces for community use, the Cats turned the Cattery into a year-round asset.The Geelong Cats have proven that community programs are not a distraction from on-field success but a catalyst for it. By investing in youth development, social inclusion, and health and wellbeing, the club has built a foundation that supports both its players and its people. The results speak for themselves: sustained competitiveness in the AFL Finals Series, a loyal fan base, and a tangible impact on the Geelong region.
As the club looks ahead to the 2025 AFL Season and beyond, its community focus will remain central. The lessons from this case study are clear: when a club embraces its role as a community institution, everyone wins. For the Cats, the journey from a struggling club to a powerhouse of the Australian Football League is not just about premierships—it’s about the lives touched along the way.
For more insights into the club’s history and milestones, explore our coverage of club milestones, the most games played by Cats legends, and the wooden spoons history that shaped the club’s resilience. The Geelong Cats story is one of community, character, and championship excellence.
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