Western Bulldogs President Peter Gordon has praised former AFL Chief Executive Officer Ross Oakley despite his administration threatening his Club's survival as the League promoted a merger between the ailing Bulldogs and the struggling Fitzroy.

Gordon today launched The Phoenix Rises, Oakley's account of his 10 years at the helm, from 1986 to 1996.

The book tells how Oakley's family endured the hostile and emotional fall out from the Bulldogs' fightback, featuring the infamous "Up Yours Oakley" campaign, a campaign that would save the club from merging.

Gordon says: "The decade when Ross Oakley ran the AFL was the most transformative and important in the history of the unique Australian game. The period started with a VFL and ended with an AFL, started with 12 teams and ended with 16.

"It confronted the seething tensions between the aspiration of a national competition and the tribalism that lies at the heart of footy's passion; between a new generation of proud indigenous champions and the strains of racism that still infused both the members stands and the outer; between the profound and endemic size differences of the biggest and smallest clubs; and the evolution from Sunday TV's World of Sport to the digital age.

"The Phoenix Rises is a compelling insight from the desk of the man who oversaw all those climactic times.  Written with good humour and candour, it has much to both teach and entertain footy fans."

Newly appointed AFL Chief Executive Officer, Gillon McLachlan also joined Gordon at the launch and acknowledged Ross Oakley's contribution to the game.

"Ross was very much the architect behind the success of the league today.  The Phoenix Rises is a terrific account of the revolution of the game and its administration," McLachlan said.

"I have great respect for all those who held the position before me and there's much to learn from the Oakley experience. The game will always have its dramas and I hope that I can lead with the strength that Ross demonstrated and also leave the game in better shape when my time is up."

The Phoenix Rises retails for $34.95 and is available online at slatterymedia.com or through bookstores nationally.

For more information and to arrange media interviews with Ross Oakley please contact Sara Demas at Slattery Media Group 03 9627 2600 or sarad@slatterymedia.com 

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