This is the inside story of the Melbourne Football Club’s resurrection, from the man who answered the AFL’s SOS call in the Demons’ darkest hour.
Peter Jackson, a former mining and construction industry heavyweight, became the first ever CEO of an AFL club, when he took charge at Essendon in 1996. He oversaw magnificent off-field success, growing the club’s asset base from $2.6 million to $19 million.
In early 2013, Melbourne was at rock bottom. Punished after a tanking investigation, perennial wooden-spooner, 12,000 members walking out on the club. Then-AFL CEO Andrew Demetriou sent the SOS to Peter Jackson.
Jackson brought Paul Roos, Simon Goodwin and hope to Melbourne. When he left in 2018, an $8 million debt had been cut in half. Now they are Premiers.
Pete tells us the story of the Demons’ salvation.
And, it’s the race that stops the nation. The Victorian Racing Club’s Commercial Operations Boss Nick Addison tells us how they’ve been able to keep the Melbourne Cup show on the road in the middle of a pandemic. Twice!
Nick also tells us how the VRC are using technology to renew the race’s relevance, and maintain its historic integrity after 160 years.