AFL boss Andrew Demetriou concedes he has made some mistakes. Picture: Glenn Daniels Source: Herald Sun
ANDREW Demetriou has conceded some "errors of judgment" as AFL chief executive as he issued a warning to clubs that a win-at-all costs mentality would no longer be tolerated.
Demetriou used the season launch - his 10th in the role - to draw a line in the sand after one of the league's most controversial off-seasons.
He said the AFL was committed to restoring the faith of its fans, which has been damaged by serious investigations into Essendon, Adelaide and Melbourne.
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"I can see the blemishes - and strengths - that have passed under my watch during the last decade," Demetriou said.
He said there were "some recent errors of judgment by some in the AFL community, myself included".
But the AFL boss insisted the league would emerge with renewed strength, saying "the game had never been stronger, never been supported with more passion, and has never had more potential and opportunity".
Demetriou challenged those at last night's event to "act personally and collectively".
"Everything we do - or don't do - impacts on our game, its importance to our fans, and its capacity to impact on the broader society."
He said clubs or individuals who put winning before the culture and fabric of the game would be punished.
"If our game is reduced to a madcap philosophy of winning at all costs then we have lost the spirit of sport and we need to pull out all stops to get it back," he said.
"Some will think the elite game is all about winning and winning is the only measure. It is not."
Demetriou said the majority of players and sports medical staff had every right to be angry - "besmirched as they have been by poor behaviour, driven by poor values and poor judgments".
"The ongoing attraction of our beautiful game, and the faith our fans have in its integrity and competitiveness, cannot be broken by the misdemeanours and misjudgments of a misguided few."
He added: "2013 must be a season of solidarity. (It) is our chance to do great things for our game, to reset the foundations that have been shaken, and to drive our destiny to new outcomes, new successes and new pride."
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