Fremantle Dockers

Sport, Business & Leadership Program

The Sport, Business & Leadership Program offers students access to an elite sporting environment, whilst completing a dual diploma in sport and business. The unique partnership between the Purple Hands Foundation, Fremantle, and SEDA will enable you to build your networks, learn from leading industry experts, and provide a pathway to a range of careers.

Take part in Fremantle Dockers AFL and AFLW game day and community experiences.

*Fremantle Dockers Football Club works in collaboration with SEDA Group RTO: 22503 on marketing and promotional services relating to the recruitment of prospective students for this program.

Information Session

Wednesday, August 28th | Cockburn ARC

Key Facts



The program is based across Fremantle Dockers’ club facilities at Cockburn ARC and South Fremantle FC


SIS50321 Diploma of Sport  

BSB50120 Diploma of Business



Next intake:

February 2025

Course duration:

36 weeks, delivered over
4 x 9-week blocks

SEDA delivers via a blended learning model incorporating three days face-to-face per week, one day teacher-led virtual classroom per week, and self-directed learning.


2025 TUITION fee*:

Up to $19,950 (excludes First Aid)

2025 non-tuition FEE*:


Payment options:
  • Upfront
  • VET Student Loan
  • Payment plan
  • Scholarship

*Fees subject to change. First Aid Training = HLTAID011 Provide First Aid is to be completed through an external provider/s under a fee for service arrangement. Fees may vary depending on the external provider and are in addition to the total program cost.

Areas of Study

Study a curriculum that is directly developed alongside industry experts. 

Students will be assessed using a range of methods including but not limited to observations, projects, written assessments, portfolios and research tasks.

Present integrity in sport and anti-doping information to community-based footballers. Learn about the legal and anti-doping requirements for football, as well as other sports integrity related issues such as fairness, ethics, gambling, match-fixing, and discrimination.

Develop, review, modify and evaluate psychological support strategies for community-based athletes in football. Learn about various sport psychology tools, techniques and concepts.

Develop a marketing strategy and business plan to promote programs, events, and/or activities. Learn about analysing and evaluating market data and how to manage risks when developing business opportunities.

Research corporate sustainability practices and develop sustainability policies and procedures for sporting venues. Learn about how elite sporting clubs remain viable in a competitive market.

Learn the skills to be successful working in a business environment. Lead your own personal development, further develop your emotional intelligence and learn how to develop these skills in colleagues. Research, analyse, and expand your knowledge of critical and creative thinking skills for use in the workplace.

Design and develop a local, interstate, or international event to improve participation, development and fan engagement outcomes for the Fremantle Dockers. Learn about topics such as project and event planning principles and engagement strategies.

Deliver a local, interstate, or international event to improve participation, development and fan engagement outcomes for the Fremantle Dockers linked to your work in the Project Planning Area of Study. Learn about topics such as project and event delivery principles and reporting.

Develop, implement, and review an integrated coaching program for football participants and teams. Learn about a range of coaching philosophies, theories, and frameworks.

HLTAID011 Provide First Aid is to be completed as a pre-requisite by Week 4 of Block 1 through an external provider (student choice) under a fee-for-service arrangement. 

Develop an understanding to implement and manage
business resources in line with a project or event connected to partnership activities.

Learn about communicating with stakeholders, identifying funding prospects and presentation skills.

Develop an understanding of the key principles of strength and conditioning programs for elite and semi-elite footballers. Learn about topics such as exercise programming, rehabilitation and recovery.

Develop an understanding of performance nutrition for football. Learn about healthy eating strategies and meal planning.

Develop a detailed career plan (MyPLAN) and professional portfolio to kickstart your career.

Secure and complete a practical placement with Fremantle or other organisations in the sport, fitness, and recreation industry, and explore career pathways and acquire transferable skills in real workplace settings.

Develop an understanding of the various technologies utilised in the analysis of individuals and teams in football. Learn about topics such as match analysis, player tracking, athlete management and monitoring.

*Non-accredited areas of study
Areas of Study are subject to change.

^Completed as a pre-requisite through an external provider under a fee-for-service arrangement.

Educational Pathways

Graduates of the Purple Hands and Fremantle Dockers Sport, Business & Leadership Program can gain direct entry* into a range of courses with leading tertiary education providers.

In some cases, graduates will also receive credit points towards the number of units or subjects a student is required to complete in a course. The number of credits a SEDA graduate can receive per course will vary between each education provider.

Start your career in a range of different industries. Our course options cater for a range of diverse interests and completing one of the specified courses with SEDA’s tertiary partners can set you up for your dream career.

*subject to meeting eligibility requirements. Current for 2024 programs.

Hear from our partners

“At Fremantle we are committed to making an impact on the educational journey of students with an interest in a career in sport. I look forward to welcoming the future generation of leaders into the Fremantle Football Club and I am excited to see what impact they will have on our industry.”

Peter Bell

Executive General Manager of Football
Fremantle Dockers


Selection into the Purple Hands and Fremantle Dockers Sport, Business & Leadership Program is based on an online application and interview process.

Please see below entry requirements into SEDA’s Sport & Business Programs:

  • Successful completion of Year 12 or approved equivalent^
  • Attend an interview and provide evidence in support of your application
  • Successfully complete a Pre-Training Review (PTR), and Language, Literacy, Numeracy, and Digital (LLND) test issued by SEDA
  • Individuals under the age of 18 must have gained parental/guardian consent to undertake the program
^Individuals who are unable to meet this requirement due to their individual circumstances will be considered on a case by case basis.

The VET Student Loans program assists eligible students pay tuition fees for approved vocational education and training (VET) courses. A VET Student Loan is a loan from the Australian Government that helps eligible students pay their tuition fees. Your loan is repaid through the Australian tax system when you reach the minimum income threshold for repayment.

In 2025, the VET Student Loan program will again be available for the SIS50321 Diploma of Sport & BSB50120 Diploma of Business with SEDA Group. A VET Student Loan will not be approved for students who do not meet eligibility requirements. In 2025, the maximum tuition fees for the Sport & Business Program SIS50321 Diploma of Sport and BSB50120 Diploma of Business is $19,950. A VET Student Loan gives rise to a VETSL debt that continues to be debt due to the Commonwealth.

Click here for more information about VET Student Loans. Please contact SEDA Group for eligibility requirements.

You can contact our Student Enrolment Manager with any questions from Monday to Friday, 9am to 5pm ADST.

Phone: 1300 777 332


SEDA Group (SEDA) proudly partners with MADALAH Limited to provide scholarships, mentoring support, and leadership programs to students of Australian Aboriginal and Torres Strait Islander descent, in our WA programs.

For successful applicants, MADALAH tertiary scholarships cover $8000 of the Sport & Business Program tuition fees. Other payment options – including VET Student Loans – are available to cover the remaining tuition fees.

For more information on MADALAH scholarships please visit

Student Experience

FOR Schools, Career advisors and community sports managers

If you would like to speak to someone about our program on behalf of your school or sports association, please contact our Stakeholder Engagement Team. They are available to speak to careers advisors, school teachers, community sports managers and other organisation representatives about our programs. 

Liam thompson

WA Stakeholder Engagement Manager
M: 0447 149 508