Sport plays an important part in Indigenous culture, politics is an important part, sport’s important, and it brings the community together. On some communities it is a matter of life and death. It’s what our programs bring, being part, participating in football, community being involved, raising awareness on alcohol and drugs, health issues, very important part in how we can make an impact on Australia. Football is such a powerful tool, it’s one thing Indigenous people love, that’s football, not saying it’s going to change our world, but geez we’ve got something there that can attract the kids, families and can change an ecosystem, make an impact on all different levels. We’ve got players, Indigenous players that are powerful tools; they are seen as heroes, role models. They can have an impact through a leather ball. (Michael Long, AFL Ambassador, cited in Roberts, 2005).