Essendon defends Kevin Sheedy's ambassadorial role as a valuable investment, highlighting the significant return on investment. Sheedy, a four-time premiership coach, will maintain a paid ambassador position, engaging with coteries, past players, and influential sponsors.
Essendon have defended Kevin Sheedy ’s ambassadorial role as providing a strong return on investment, with Bombers president David Barham declaring: “We got a good deal.”
Essendon’s annual report refers to payments to a “director related entity for marketing, ambassador and community engagement services”. The former coach received a significant portion of the $149,175 the Bombers allotted for ambassadorial payments this year – up from $110,832 in 2023. Sheedy will maintain a role at Essendon in 2025 – as a paid ambassador dealing with coteries, past players, and influential sponsors, a position he occupied before his appointment to the board in October 2020.
“The competition is so far removed from those times, it’s almost a completely different game. This is a new era. Essendon also defended price rises for members in certain categories for 2025, with chief executive Craig Vozzo saying: “I’m not pleased we’ve done it, but I’m pleased that it was done.”
AFL Essendon Kevin Sheedy Ambassadorial Role David Barham
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