Six days before the landmark anti-doping verdicts, AFL boss Gillon McLachlan has made only a passing reference to the issue at the season launch.
McLachlan said at Wednesday night's Melbourne function that the game was evolving and healthy.
But next Tuesday, the AFL anti-doping tribunal will hand down its verdicts on 34 current and former Essendon players who are charged with taking the banned substance Thymosin Beta-4.
The charges relate to the club's supplements scandal, now in its third year.
"Yes we have challenges. There are new words in our language," McLachlan said.
"Academies, competitive balance, luxury tax and of, recent times, ASADA.
"Some we like, others we don't, but there have always been new words, and we have always evolved."
McLachlan's mention of the national anti-doping agency was the only reference in his speech to the ongoing Essendon saga.
Whatever Tuesday's verdicts, it appears certain someone will appeal.
And separate to the anti-doping tribunal, former Essendon player Hal Hunter, who did not play a senior game, is seeking this week to sue to the AFL.
This is McLachlan's first season launch as chief executive since he took over last year from Andrew Demetriou.
His main mandate has been to make the game more fan-friendly.
"Ultimately, it's about our supporters," he said.
"They are the true custodians of the game and we have been working very hard to deal with issues that have been raised by them.
"We've got more to do but the fans should know that they are being heard loud and clear.
"We are working hard to get out of their way - so they can just enjoy the game."
McLachlan added it was vital that the league struck the right balance between supporting weaker clubs and continuing to improve the competition.
"We need to ensure the league and the clubs remain financially strong," he said.
"We need to support the less strong but not at the risk of the big. It's a delicate balance.
"But we have a collegiate industry and we will get the balance right."
"I believe we're heading in the right direction."
McLachlan said the AFL was having a national review of the game, from community football to the state leagues.
One of the highlights of the season launch was a moving speech by AFL employee and country football coach Beau Vernon, who was left a quadriplegic after an accident while playing three years ago.
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