Essendon icon James Hird has expressed serious concerns regarding the AFL’s soft salary cap, cautioning that its current limits could drive away talented coaches from the league. The soft cap, which governs the salary allocation for each club’s coaching team and football department, was raised to $7.675 million in 2025, with an additional increase of $250,000 expected next year. However, this amount remains significantly lower than the figures before the cuts imposed during the COVID-19 pandemic in 2020.
Recent survey findings reveal that only 7% of assistant coaches are satisfied with their remuneration, and a mere 37% believe they maintain a reasonable work-life balance. Hird acknowledges that many assistant coaches are not adequately rewarded for their efforts. He noted that from 2019 to 2025, the salary cap for coaching has effectively dropped by $1.8 million, despite the overall financial growth in the industry.
Hird stressed the critical importance of coaching and player development, highlighting that the AFL’s most valuable assets are the players themselves. He argued that insufficient funding for assistant coaches hinders their ability to properly nurture these players. “We’re not providing enough support for coaches,” Hird said, adding that the working conditions have deteriorated since pre-COVID times, leading to the loss of many skilled coaches.
He questioned why the AFL hasn’t taken steps to address these issues, warning that the league risks losing essential coaching talent. Echoing Hird’s sentiments, Geelong champion Jimmy Bartel emphasised the need for the AFL to enhance coaching and development initiatives. He pointed out that new players entering the system deserve top-quality education and support to thrive.
Bartel asserted that for clubs, such as Richmond facing an influx of young talent, the focus on development is paramount. By ensuring that these players are introduced to an optimal coaching environment, clubs can better enhance their growth and success in the league. The overarching message from both Hird and Bartel emphasises that strengthening coaching resources is vital for the continued attractiveness and competitiveness of the AFL.