BRISBANE Lions triple premiership star Luke Power will lead the AFL Players' Association into one of the most crucial periods in its 37-year history as the organisation's new president.

The 30-year-old was promoted to the position at the final AFLPA board meeting for 2010, with Collingwood premiership player Luke Ball named his deputy.

The AFLPA will enter a significant negotiation window with the League, with the collective bargaining agreement from 2012 at the forefront.

"The association was created by players, and it exists for players," Power said.

"What's good for players is good for the game so it follows that that if we look after players, we look after football.

"More than ever before, players drive the AFLPA agenda and I'm confident this will continue and develop further under my presidency."

Power takes over from former Adelaide forward Brett Burton, who retired this year and has since accepted a role as the Lions' physical performance manager.

Previous presidents have included former Richmond defender Joel Bowden, ex-Fremantle and North Melbourne midfielder Peter Bell, and former Richmond big man Brendon Gale, who later became chief executive of the organisation.

Ball, 26, said he was looking forward to working with Power and the AFLPA board and in the best interests of players at the highest level.

"We will be focused on ensuring the guys who put on the show are properly recognised for the central role they play in the success of the game," he said.

AFLPA CEO Matt Finnis welcomed the appointment of Power and Ball and said their standing in the game meant they were ideally placed to lead the association.

He also thanked Burton for his 12 months of service.

"Brett has been a fantastic leader for the players, steering them through a number of challenges this year, and we wish him all the best in this new phase of his career," Finnis said.