Tuesday, May 5, 2020 - 10:45 AM

To all our valued members, partners and stakeholders,

It has been several weeks since I last wrote a Club wide update and I am certainly pleased and encouraged, as a member of the WA community, at just how well we have all adhered to the restriction measures and played our part in reducing COVID-19 infection.

Whilst there is still a way to go, there is genuine optimism in the air, and we clearly all hope that turns to the smell of liniment in the air, in the weeks and months ahead. 

We are working closely with all stakeholders to consider a safe and practical ‘return to football’, always remaining led by the most current and credible Government health advice.

Our steadfast intent is to play in 2020, ideally in front of our large and loyal crowds, and we are doing everything within our powers to support, and advocate for, the realisation of this outcome. 

We are confident that if WA’s positive response to the pandemic continues, then our playing ambitions edge closer and perhaps more achievable by the day – but we must recognise that the path continues to remain unclear and uncertain.

Having only been your CEO, and by virtue a confirmed member of the ‘Bulldog family’, for a relatively short period of time, I have been overwhelmed by the support, loyalty and fighting spirit of Souths people. It is highly evident that this is a special place, made of a tough fabric.

The pride is quite palpable. 

Pride in our brand, in our 120 years of achievement, and of course, in all our people over the generations who have made us what we are today – an iconic Family Club with a long and bright future in front of us.

With our Club navigating through a challenging time, everyone has stepped up, ensuring that we will exit the pandemic stronger, fitter and wiser. We will be, by every measurement, a more resilient Football Club. We’ve dug in, and the Club’s board and staff have worked smart and hard, finding ourselves well positioned to pursue the notion of recovery, and what that phase holds for the football industry, and our Club, just know we’re ready to tackle it. 

We will survive, which is a credit to the many, rather than the few, as it has been the entire Bulldog family that has rallied tremendously. Now is time to consider our Club’s rebound tactics, enabling us to thrive.

Whilst we have been in effective hibernation these past 6 weeks, it has been anything but ‘tools down’ operationally speaking. We have used the period productively, and I’d like to highlight just a few of those recent activities:

i. Changeroom Renovations – Gender Appropriate  

We recently partnered with the City of Fremantle and the WAFC to renovate the Club’s changerooms, making them more inclusive and contemporary for all Club needs, improvements largely in support of our burgeoning women’s football program.

ii. SFFC Player Hardship Fund – Protecting our People 

With thanks to a generous and significant donation by the Club’s Past Players & Officials Association, matched by SFFC and enhanced by some generous individual donations, we have established a Player Hardship Fund. Our players put their bodies and minds on the line week-in and week-out for us all, and this fund will help to give back, by offering some assistance as required, both now and into the future. 

Originally established to help during this pandemic period, the fund will continue in perpetuity and will be an important mechanism for any South footballers who may be experiencing notable hardship. We are the Premier Family Club, and we look after our own. 

iii. Classic Game Content – Bringing Our Legends into Loungerooms

With thanks to the WAFL Video Archive, and Sean Cowan’s great passion and knowledge for preserving and screening classic WAFL content, we have been delivering some amazing Souths games to homes via YouTube during the recent lockdown measures. 

For those who may have only heard about, or perhaps seen but since forgotten the exploits of Stephen Michael, Noel Carter and Maurice Rioli to name but a few, we’ve all received an absolute visual treat and history lesson across recent weekends. 

The generosity, support and commitment to the ‘Bulldog cause’ as shown by so many within the Souths community has been uplifting. We have welcomed, on average, one new member per day over the past 6 weeks of our season postponement, and our merchandise and support pack sales have exceeded expectations – we take the moment to thank everyone deeply for this. 

If you may be able to assist us, I invite you to join the many Souths fans who are helping us to recover through their extremely generous purchasing behaviour, whilst recognising that it’s a tough time financially for everyone in our community. We are so grateful and indeed blown away by such positive sentiment, and these ongoing gestures.  

There are 5 tangible options below – all valuable and helpful in this shutdown climate; 

1. Support our Commercial Partners
We are assisted to function by many great major and family run businesses, and they need your support. We will continue sharing offers and news from our valued partners large and small. 

These businesses are important to us – please assist them.

2. Sign up as a Member
Memberships are available, and we’re grateful for the ongoing support – join today!

Become a Bulldog here.

3. Purchase Club Merchandise - Online
Our Team Store remains open, and quite busy! Orders will be posted direct to your door. 

Order Souths merchandise here.

4. Purchase a South Fremantle Support Pack
The South Fremantle Support Pack has been developed to help us through this difficult period.
All $80 goes direct to SFFC, and you receive a $50 Rebel Sport voucher in return – win-win!

Purchase a South Fremantle Support Pack here.

5. Purchase your Lucky Lottery Tickets
The first lucky lottery draw is this Friday! Don’t miss your chance to win!
Call the Club today to purchase your tickets.

Please continue to remain safe, looking after yourself and one another. 

Any and all support right now is valuable and helpful in this shutdown climate, providing us with a solid foundation going into 2021. If you can lend a hand, we appreciate it.  

I say this cautiously, but always hopefully – see you at the footy soon! 

Go Bulldogs!

Cameron Britt
Chief Executive Officer
South Fremantle Football Club