St Kilda Football Club, through the Danny Frawley Centre, is proud to announce a milestone partnership with one of Australia’s most respected mental health organisations, Black Dog Institute (BDI).
This strategic collaboration marks a significant step forward for the Danny Frawley Centre (DFC) and will supercharge the capacity of the centre. Excitingly, the DFC will also now serve as the Victorian base of operations for Black Dog Institute - expanding the reach and impact of both the DFC’s and BDI’s mental health and wellbeing programs, strengthening the scientific foundation of the Centre, and enabling greater support for individuals and communities across the state.
St Kilda CEO Carl Dilena said the partnership represents a defining moment in honouring Danny Frawley’s legacy.
“After five years of building both Spud’s Game and the Danny Frawley Centre into platforms for real impact, we’re incredibly proud to take this next step with Black Dog Institute,” Dilena said.
“We’re excited to partner with an organisation that’s not only deeply established but grounded in science and research.
“Together, we want to make a real difference in improving the mental health of Australians - which is exactly what Spud would’ve wanted.”
Backed by decades of world-class research, Black Dog Institute is one of Australia’s leading mental health research centres. As the voice of mental health science, the Institute brings deep expertise in prevention, treatment and translation, ensuring that every program delivered through the DFC is scientifically informed, widely accessible, and designed to deliver better mental health outcomes for all Australians.
“The partnership with St Kilda and the Danny Frawley Centre gives us a unique opportunity to combine the power of sport with the science of mental health - to ignite meaningful conversations, reach more people earlier, and ensure every Australian has the support they need to thrive,” Black Dog Institute Executive Director and Chief Scientist Professor Sam Harvey said.
“Danny’s legacy lives on through the incredible work already underway at the Centre, and we’re proud to play a role in carrying that vision forward. This collaboration reflects a shared commitment to deliver real, lasting impact and better mental health for all Australians.”
In alignment with this exciting new chapter, Spud’s Game returns for its fifth year in Round 9, when the Saints and Blues face off under Friday night lights at the MCG on 9 May. What began as a heartfelt tribute to Danny ‘Spud’ Frawley has grown into a powerful platform for mental health awareness and change that continues to resonate across the AFL community and beyond.
“Announcing our partnership with Black Dog Institute is just one of many exciting elements of this year’s Spud’s Game, and we look forward to sharing more in the coming weeks,” Dilena said.
Now firmly established as a fixture on the AFL calendar, Spud’s Game is not one to be missed. To secure your spot at this year’s game you can purchase a special-edition four game membership, including access to the game and the official 2025 Spud’s Game Scarf, for only $160. For more information or to purchase click here.
