In a sports entertainment environment where AFL players are sports celebrities there is no place to hide—on or off the field. All areas of a player’s performance and behaviour are constantly scrutinised by coaches, managers, the media and fans. What it means to be a professional AFL footballer in the 21st century continues to provoke heated debate. Peter Kelly and Christopher Hickey claim that this debate is about the ongoing struggle for the body, mind and soul of the young men who dream of making it at the highest level. Drawing on research conducted at clubs with players, coaches and administrators, the authors provide provocative insights into how this struggle shapes the lives of AFL players at different stages in their careers.