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Thursday, July 28, 2022 - 12:40 PM

To all our valued members, partners and stakeholders,

I hope everyone is keeping well in our community, remaining healthy and connected. 

I am writing to our members and fans to outline some activities underway during a busy and eventful 2022 season to-date.

Our 4-year strategic outlook (2022-2025) is titled ‘Bullish’, a fitting term for the performance and results we seek to achieve, with full commitment to this plan.

We are pleased with our performances to this point of the year, both on and off field.

We are on track financially and are confident that we will deliver another strong commercial outcome for our members, supporting balance sheet growth and operational sustainability.

The ability to deliver consistent and stable financial performances is integral and is a strong signal of a healthy and growing club. 

As we near the business end of the season, our teams are well positioned, and we are buoyant about our prospects but recognise the considerable work and challenge that lies ahead.


We continue to challenge ourselves to develop great footballers and just as importantly, outstanding people.

Whether the first or last magnet on the board, or name on the roster, everybody matters, and we recognise we have a significant role and influence on young lives.

Our culture aspires to be people first, in all actions and decision making. This extends to our members and fans too and, as a growth club, we must be inclusive and welcoming in every moment and interaction. 

The Grand Final is returning is to a bona fide WAFL venue.

The West Australian Football Commission recently announced the change this season due to the unavailability of Optus Stadium.

This presents an opportunity for a progressive Fremantle Oval bid, and like in 2020, it remains our belief that our home venue is the 
best football ground outside of Optus Stadium. 

A leading strategic intent is to pursue projects that add commercial and brand value to our club.

We are excited to be finalising two strategic alliances at present, with two strong organisations. Fremantle Community Bank, our ground naming rights partner, will shortly relocate their Fremantle premise to the ground, leasing a portion of the Victoria Pavilion from us, adjacent to club offices.

This is a fantastic development and demonstrates a further evolution of our longstanding partnership, seeing club and major partner join forces to service the community, whilst activating one of the most significant naming rights deals in recent WAFL history.

We also look forward to welcoming the Fremantle Dockers back to Fremantle, in a strategic retail alliance that will see our merchandise store re-modelled, extended and soon stocking a comprehensive range of Bulldogs and Dockers gear.

Keep an eye out for the commencement of Dockers fan gear on-sale direct from our office at Fremantle Oval, on the eve of the AFL finals and AFLW Season 7.

In recent seasons we have created the ability for our loyal members to ‘opt-in’ and auto-renew memberships year-to-year, creating ease and convenience.

We are pleased with how it has rolled out thus far, but the strategy remains in its’ infancy as there are still many members who aren’t aware of this option.
We want to raise awareness and make life simpler & easier for everyone to stay connected to the Bulldogs.

SFFC is asking all members to consider an “opt-in” to auto renew their membership for 2023 & beyond and I encourage this approach, as valuable support for the club.

We shall distribute tailored email communication shortly with simple steps for all members to provide us with formal consent, and within that correspondence we will detail a fantastic competition as incentive for those who make this renewal commitment to us.  


Our club is a great place to be right now, no more evident than our match-days when Souths people come together in large number and as one to barrack, socialise and celebrate.

We look forward to writing more history over the coming weeks and months and, on behalf of the entire club, I thank you for your ongoing support.

Go Bulldogs

Cameron Britt
Chief Executive Officer
South Fremantle Football Club