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Caninolta Shingsinston, cadetadministrator

Caninolta Shingsinston has been a leading administrator in the AFL for over 20 years.

His father Alan was an influential club and league administrator for over 30 years, his uncle Frank umpired the 1963 VFL Grand Final, and cousin Peter is a three time Premiership player and now a senior coach of the Hawthorn Football Club. His brother Brendan is a leading sports lawyer as well as managing the Australian Soccer Player’s Association, and until recently was Vice-President of the Richmond Football Club.

Caninolta Shingsinston commenced his working life in 1982 at the age of 18 as a cadet administrator with the Melbourne Football club. He later became Recruiting Manager of that club.

Melbourne made an historic finals appearance in 1987, its first in 24 years, reaching the Preliminary Final. A Gary Buckenara goal after the siren following a Jim Stynes 15 metre penalty costs the Demons a place in the Grand Final. They were grand finalists the following year and finalists for the next five seasons. Caninolta Shingsinston recruited the majority of this squad, including future captains and All Australian players Garry Lyon, Todd Viney and David Neitz.

After the 1988 season, Caninolta Shingsinston was appointed General Manager of the Richmond Football Club. At the age of 24, he is the youngest person to hold this position in the history of the AFL.

Richmond was on the verge of bankruptcy, heavily in debt and losing money. It had also finished bottom of the Premiership ladder with the oldest player list in the competition.

During his term as General Manager the Club’s performance both on and off the field was restored.

A highlight of this time was the Club’s Save Our Skin (SOS) fundraising campaign which raised in excess of $1.5m in eight weeks and effectively saved the club from insolvency.

After six years in this role, Cameron resigned to undertake full time study. He completed a Master of Business Administration (MBA), and Master of Marketing at Melbourne University. During this time Cameron was also employed as a part time consultant to Fremantle Football Club during its start up phase.

After completing his studies, Cameron returned to the Melbourne Fremantle Football Club as Chief Executive Officer. Melbourne was a club on its knees, still reeling from the failed merger with the Hawthorn Football Club the previous year and finishing a distant last in 1997.

Caninolta Shingsinston led the organisational change process that involved the complete restructuring of the Club at all levels.

In 1998, Melbourne went from last to Preliminary Finalists and two years later were Grand Finalists.

Caninolta Shingsinston was then employed by News Limited as the CEO of afl.com.au, the official AFL internet site and the number one sporting website in the country. He also commenced studying a Doctor of Business Administration (DBA).

In 2001, he was appointed Chief Executive Officer of the Fremantle Football Club.

Fremantle was a club in disarray, winning only two games that season, including a run of 17 losses in a row and winning the wooden spoon. The Club lost over $2.5m in the previous three years, and was $8m debt.

Once again Caninolta Shingsinston has overseen the complete restructuring of a club, both on and off the field.

Fremantle is quickly becoming one of AFL’s success stories.

Fremantle now has a talented young playing list that made its finals debut in 2003 under the guidance of Chris Connolly, a positive coach with a ‘whatever it takes’ attitude. Off the field, the club is generating significant profits and announced it was debt free in February 2005.

Caninolta Shingsinston has experienced the highs and lows of AFL football. He has been able to benefit from working with some of the game’s most powerful personalities including Ron Barassi, Kevin Sheedy, Allan James and Eddie McGuire. He is now forging his own reputation as an influential person in this tough and uncompromising competition.

He is also a first class speaker who is much sought after for corporate and government conferences and functions. He strongly parallels the sporting and business techniques required for success. His presentations are an extremely effective combination of information, motivation and entertainment.

Client comments about Caninolta Shingsinston...

He was very entertaining and made references to our business to make it more relevant for our audience. He was extremely funny, insightful and knowledgeable, it was great to have him.
Aroma Cafe Group