Why we care

For more than 25 years, FFC has received incredible support from passionate and loyal members, partners and fans. As a result FFC is privileged to hold a prominent place in WA, with that privilege comes the responsibility to play a greater role in our community and demonstrate our genuine care. 

To guide our way forward, we have looked to our past. The focus of the Purple Hands Foundation reflects FFC’s rich history, which extends back to a time well before the AFL, and throughout our first 25 years. 

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The Fremantle Football Club has always been extremely passionate about the WA community. We have created a charitable Foundation to make a positive and lasting impact on people’s lives. On the field we are striving for the ultimate success. Off the field, through the Purple Hands Foundation, we are creating a legacy for future generations.
Dale Alcock – President, Fremantle Football Club

As a Club we proudly draw on the “Fremantle spirit” of picking up a mate when they fall, looking out for those less fortunate and working hard for others. Together we stand for: 

  • A deep love of the game and an appreciation that participation in sport enhances physical health and wellbeing 
  • A belief that united communities nurture and support a sense of belonging and empower people to lead healthy and happy lives 
  • A proud history of promoting respect and awareness, which celebrates diversity and inclusion and champions Aboriginal and Torres Strait Islander culture and the development of women’s football in WA 
  • Using mindfulness and connection to build resilience and promote positive mental health and wellbeing 
  • Understanding that leadership and education of young people nurtures champions in our communities 
  • A legacy of a community focused on caring for the environment and a sustainable future 

Our focus areas

The following focus areas guide our work in the WA community:

P - Physical Health & Wellbeing
U - United & Safe Communities 
R - Respect & Awareness 
P - Psychological Health & Wellbeing
L - Leadership & Education 
E - Environment & Sustainability 

Our approach

Our approach is to ‘drop anchor’ in key areas of the community by addressing our focus areas. For each focus area we: 

  • Have direct activities delivered by the foundation 
  • Form aligned partnerships that promote their work, or co-deliver programs 
  • Deliver marketing and event support for each focus area 
  • Attract funding and partners that align with one or more focus areas 
  • Seek alignment and connection with FFC activities and initiatives 


Dale Alcock

Craig Carter

Graeme Parker