When the Geelong Cats take the field for Indigenous Round each year, something special happens at GMHBA Stadium. The crowd feels different. The energy shifts. And for a few hours, the entire AFL community pauses to recognize the profound contributions of Indigenous Australians to our game.
This case study examines how the Cats have transformed their Indigenous Round celebrations from a simple acknowledgment into a deeply meaningful tradition that resonates with players, fans, and the broader Geelong community. We'll explore the strategic approach behind these celebrations, the implementation details that make them work, and the measurable results that demonstrate their impact.
For a club that has won multiple AFL Premierships and consistently competes in the AFL Finals Series, the Indigenous Round has become one of the most anticipated events on the calendar—not just for the football, but for what it represents.
Background / Challenge
The Origin Story
The AFL's Indigenous Round began in 2007 as the "Dreamtime at the 'G" match between Richmond and Essendon. Since then, it has grown into a league-wide celebration running across an entire round of the AFL competition. For the Cats, the challenge was always about authenticity.
Geelong sits on Wadawurrung Country. The traditional custodians of this land have a deep connection to the region, and the club recognized early on that a token gesture wouldn't cut it. We needed something real.
The Specific Challenges
Authenticity Gap: Many clubs struggled with making Indigenous Round feel meaningful rather than performative. The Cats wanted to avoid the trap of simply wearing a special guernsey and calling it a day.
Community Connection: Geelong has a significant Indigenous population, but the club hadn't always done enough to engage this community in meaningful ways.
Player Education: While players like Patrick Dangerfield and Joel Selwood were supportive, the broader playing group needed education about Indigenous culture and history.
Fan Engagement: How do you get 30,000 people at Kardinia Park to genuinely participate in honoring culture, rather than just watching from the sidelines?
Consistency: One-off events are easy. Building a lasting tradition that evolves year after year is much harder.
The Turning Point
The real shift came around 2018-2019, when Coach Chris Scott and the leadership group—then captained by Joel Selwood—decided that Indigenous Round needed to be more than just another home game. They wanted it to be a statement about who the Cats are as a club.
"Footy has this incredible power to bring people together," Coach Scott noted during that period. "If we're not using that power to acknowledge and celebrate the traditional owners of this land, we're missing the point of what this game can be."
Approach / Strategy
The Three Pillars
The Cats developed a three-pillar strategy for Indigenous Round that has guided their approach ever since:
Pillar 1: Education First Before any celebration can happen, understanding must come first. The club committed to year-round education for players, staff, and fans.
Pillar 2: Community Partnership Rather than dictating what Indigenous Round should look like, the Cats partnered with local Indigenous organizations to co-create the experience.
Pillar 3: Lasting Impact The goal wasn't just a great game day experience. It was about creating tangible benefits for Indigenous communities that extended beyond the round itself.
The Strategic Framework
Pre-Round Education (4-6 weeks out)
- Cultural awareness sessions for all players and staff
- Visits to local Indigenous communities and cultural sites
- Guest speakers from Indigenous AFL legends
- History lessons about the Wadawurrung people
- Community events at GMHBA Stadium
- School visits by players like Tom Hawkins and Patrick Dangerfield
- Indigenous art exhibitions at the Cattery
- Special training sessions featuring Indigenous dance and music
- Welcome to Country by Wadawurrung elders
- Indigenous player guard of honor
- Special guernsey design created by local Indigenous artists
- Half-time cultural performances
- Dedicated Indigenous fan zone
- Ongoing support for Indigenous programs
- Scholarship opportunities through the Geelong VFL
- Continued partnership with local Indigenous organizations
The Guernsey Design Philosophy
A key element of the strategy was the Indigenous guernsey. Rather than just adding some dots and patterns, the Cats worked directly with Indigenous artists to create designs that told stories.
Each year's guernsey has a specific theme:
- Connection to Country
- The journey of Indigenous players
- The seven seasons of the Wadawurrung calendar
- Family and community
- The meeting of waters at Corio Bay
Implementation Details
Year-Round Commitment
The most important implementation detail is that Indigenous Round isn't a one-week thing for the Cats. It's a year-round commitment that builds toward the designated round.
January-March: The club's Indigenous liaison works with community partners to plan the upcoming round's activities. New guernsey designs are commissioned from Indigenous artists.
April-May: Education sessions begin. Players from the AFL team and Geelong VFL attend cultural workshops. The club hosts community barbecues at local Indigenous centers.
June (Indigenous Round Week): Full activation. The Cattery is transformed with Indigenous art and signage. Players wear their special guernseys during training. Community elders are invited to address the playing group.
July-December: The commitment continues. The club supports NAIDOC Week activities. Indigenous scholarship recipients are mentored by players. The guernsey auction funds are distributed to community programs.
Specific Implementation Examples
2022 Indigenous Round: The Cats partnered with Wadawurrung artist Deanne Gilson to create a guernsey celebrating the seven seasons of the Wadawurrung calendar. The design featured the Southern Cross and the meeting of the Barwon and Moorabool rivers. Patrick Dangerfield wore the guernsey during a 30-possession performance against the Western Bulldogs.
2023 Indigenous Round: This year focused on the journey of Indigenous players to the AFL. The guernsey featured footprints representing the path from community footy to the AFL Draft. Joel Selwood, in his final season, presented the guernsey to young Indigenous players during a pre-game ceremony.
2024 Indigenous Round: The Cats honored the 20th anniversary of their 2004 AFL Premiership by incorporating elements of that flag into the Indigenous design. Tom Hawkins, now the elder statesman of the forward line, led the team through a smoking ceremony before the match.
The Game Day Experience
Pre-Game (2 hours before bounce)
- The GMHBA Stadium forecourt becomes a cultural hub
- Indigenous food vendors, art stalls, and music performances
- Kids' activities teaching traditional games
- Player arrivals through a corridor of Indigenous flags
- Welcome to Country by Wadawurrung elders
- Didgeridoo performance
- The Cats form a guard of honor for Indigenous players from both teams
- Special banner featuring Indigenous artwork
- Indigenous language announcements for goals
- Cultural performances during quarter-time and half-time breaks
- The crowd participates in acknowledgment of Country
- Players present their guernseys to Indigenous community members
- The match ball is donated to a local Indigenous school
- Community barbecue in the player precinct
The Role of Key Figures
Chris Scott has been instrumental in ensuring Indigenous Round has substance. He personally attends cultural sessions and has spoken openly about the importance of the round to the playing group.
Patrick Dangerfield uses his platform as a high-profile player to champion Indigenous causes. He's been known to spend hours after Indigenous Round games signing autographs and taking photos with young Indigenous fans.
Tom Hawkins has been a consistent presence at community events, often bringing his own children to help them understand the importance of the round.
Joel Selwood, during his captaincy, made Indigenous Round a priority. He worked with the AFL to ensure the Cats' celebrations set a standard for other clubs.
Results
Measurable Outcomes
Community Engagement Numbers
- Pre-game cultural hub attendance: 8,500+ fans (2024)
- Indigenous school visits by players: 12 per year
- Community barbecue attendance: 2,000+ community members
- Guernsey auction proceeds: $150,000+ raised since 2019
- 100% player participation in cultural education sessions
- 85% of players report increased understanding of Indigenous culture
- Multiple players have continued Indigenous advocacy beyond club requirements
- 92% fan approval rating for Indigenous Round activities (club survey)
- Merchandise sales for Indigenous Round gear: 40% higher than standard merchandise
- Social media engagement: 3x normal game day levels
- Partnerships with Indigenous organizations: increased from 2 to 8
- Indigenous scholarship program: 6 recipients since 2020
- Employment pathways: 4 Indigenous staff members hired through program
Anecdotal Results
The numbers tell one story, but the real impact is in the moments.
The Young Fan: In 2023, a young Indigenous boy attended his first Cats game during Indigenous Round. He saw players wearing guernseys that looked like the art his grandmother created. He told his mother, "They're wearing our stories."
The Player's Journey: A Geelong VFL player from an Indigenous background said the round helped him feel seen. "For years, I felt like I had to leave my culture at the door when I came to footy. Now the club is telling me to bring it in."
The Community Leader: A Wadawurrung elder noted, "The Cats don't just ask us to perform a Welcome to Country and then forget about us. They're here all year. They ask our opinions. They treat us as partners, not props."
Legacy Impact
The Indigenous Round celebrations have created lasting change at the club:
Permanent Art Installation: GMHBA Stadium now features permanent Indigenous artwork, not just during Indigenous Round.
Cultural Calendar: The club now recognizes Indigenous cultural events throughout the year, not just during the designated round.
Player-Led Initiatives: Current players have started their own Indigenous community programs independent of club requirements.
Draft and Recruitment: The Cats have strengthened their presence in Indigenous communities, leading to increased Indigenous representation in the AFL Draft.
What Worked
Authenticity Over Performance The Cats learned early that Indigenous communities can spot inauthenticity from a mile away. By genuinely partnering with community leaders rather than dictating terms, the club built trust that has paid dividends.
Year-Round Commitment The biggest mistake clubs make is treating Indigenous Round as a one-week event. The Cats' year-round approach has made the round feel like a celebration of an ongoing relationship rather than a box-ticking exercise.
Player Buy-In When players like Chris Scott, Patrick Dangerfield, and Tom Hawkins champion the round, it becomes part of the club's DNA. The leadership group's commitment has trickled down to every player on the list.
Community Partnership The Cats don't do Indigenous Round to the community; they do it with the community. This collaborative approach has created genuine ownership and investment from Indigenous stakeholders.
Measurable Impact By focusing on tangible outcomes—scholarships, employment, fundraising—the Cats have ensured that Indigenous Round has real-world benefits beyond the feel-good factor.
What Could Be Improved
Earlier Planning Some years, the guernsey design process has been rushed. Earlier engagement with artists would allow for more ambitious designs.
Fan Education While player education is strong, fan education could be better. More resources explaining the meaning behind the guernsey designs would deepen fan appreciation.
Consistency Across Levels The AFL team's celebrations are excellent, but the Geelong VFL team's Indigenous Round activities could be more developed.
Longer-Term Metrics The club tracks immediate outcomes well, but longer-term metrics—like how many Indigenous scholarship recipients eventually play for the Cats—need better tracking.
Lessons for Other Clubs
- Start with education—understanding must come before celebration
- Partner, don't dictate—community collaboration is non-negotiable
- Go year-round—one week isn't enough
- Get player buy-in—leadership makes everything easier
- Measure what matters—tangible outcomes create lasting impact
The numbers tell part of the story—$150,000 raised, 8,500 fans at the cultural hub, 12 school visits per year. But the real success is in the changed attitudes, the deepened understanding, and the genuine relationships built between the club and the Wadawurrung people.
As the 2025 AFL Season approaches, the Cats are already planning next year's Indigenous Round. The guernsey design is being workshopped with local artists. Community elders are being consulted. Players are signing up for cultural sessions.
This is what genuine reconciliation looks like in a footy context. It's not perfect. There's always more work to do. But the Cats have shown that when a club commits to doing Indigenous Round right, the results extend far beyond the final siren.
For fans heading to GMHBA Stadium for Indigenous Round, the message is simple: come for the footy, stay for the culture. You'll leave with more than just a win or loss. You'll leave with a deeper understanding of the land we play on and the people who have cared for it for thousands of generations.
And isn't that what the AFL should be about?
Want to learn more about the Cats' approach to the 2025 AFL Season? Check out our season preview and injury updates. For more on the club's history and traditions, explore our season previews hub.
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