Five years ago, Alex Keath chose a cricket career over pursuing a path in the AFL, despite being listed by the Gold Coast Suns at the time. Injuries and form have restricted Keath to seven first-class matches and he has now been cut from Victoria's squad. He is believed to be still passionate about pursuing his cricket career, despite some interest from AFL clubs in attracting him back to the winter sport.

Keath is far from the first player to face the decision. In 2003, batsman Brett Jones had a rookie contract with Western Australia when he was drafted into the AFL by the West Coast Eagles. Jones had been a talented junior cricketer but never did play a senior match for his state. He went on to play 102 games in the AFL and was a premiership player in 2006.

Now retired, Jones has returned to cricket. In 2012, he was appointed talent manager with the WACA, and in January this year was named Queensland Cricket's new high-performance manager. Jones spoke to ESPNcricinfo about the changing landscape of cricket and why the sport is better placed to retain its players than when he switched to AFL in 2003.

Are we seeing as many young players these days facing the cricket/AFL decision as when you did in 2003?

There's no doubt that talented athletes are in demand from multiple sports now. It's a competitive market space. I think the athletic traits of a lot of sports cross over. We can see with fast bowling in particular there's a good alignment with some of the taller positions in AFL. Even Mitchell Starc came out of an athletic background. Athletic young sportsmen and sportswomen are in demand from multiple sports, for sure.

Is cricket better placed now to keep its players, though, with the emergence of the Big Bash League and IPL?

I think the landscape has changed dramatically for the better for cricket. The BBL didn't exist, the IPL didn't exist in December 2003 when I was faced with the choice. Saying that, I felt you were still very proud of playing grade cricket every weekend, and the second XI was a great competition, and the cricket academy was providing opportunities. There was still a great pathway there. But I think it's more in the front of mind for players now, the opportunities for players that are out there to get in front of big crowds and be part of an entertainment spectacle, which I think is where football probably was a little bit ahead. But now with the crowds at the BBL, IPL, the World Cup recently, cricket lays claim to some of the biggest entertainment products around.

"There's something about the idea of an AFL draft at 18 that [attracts] young sportsmen. They seem not to be able to put A-grade cricket on the same pedestal at 17 or 18"

As talent manager with the WACA, did you have many players who had to make a choice?

There's always a couple coming through. It's still important that they're playing multiple sports and learning. I think while both sports are embedded in the national psyche, there seems to be something about the idea of a draft at 18 that funnels everything a little bit more into perspective for those players. They seem not to be able to put A-grade cricket on the same pedestal as a great achievement at the age of 17 or 18, and I think that's a shame. I think A-grade cricket is a massive achievement, to be playing at that level at that age. Some weekends they might be playing against international players. That's why pushing the importance of grade cricket is so important in the Australian landscape. That's where our best youngsters get the chance to cross paths with the players they see on the TV. That's why I'm quite passionate about our talent pathways now, growing those opportunities to get more exposure to the best, and let them have a chance to show what they're capable of at a young age.

Is it the case in Queensland as well?

The AFL is making a real push. The Brisbane Lions and Gold Coast Suns have some well-developed academies for younger players. There are some good athletic fast bowlers in our junior programmes who are linked to the AFL academies that we're aware of. It is a presence, a battle that we're aware of. We're looking to combat that by beefing up the professionalism of our youth pathways. We have had a few AFL players return to playing cricket too - like Jack Stanlake who was drafted by the Suns for instance. But the rugby codes also pick up players too - Berrick Barnes was a highly rated wicketkeeper who went to league and then rugby; Lachlan Maranta who plays for the Broncos was a handy fast bowler who had potential to go further. It goes back to what I said earlier about talented athletes being in demand.

There are 18 AFL clubs, so there will always be more places on AFL lists than in state cricket squads. Is cricket doing everything it can to compete?

We want to remain as the best cricket nation in the world. I think there's enough scope for players to be involved and be recruited and find where their future lies in the system. I think we need to be continue to be brave with our decision-making. We want sustainable success for the states and Australia. The grade clubs do a great job in getting the best talent through, and state associations are starting to take a lead as well, being brave in giving players a chance to show what they can do. But I don't think players want to get opportunities without knowing that they fully deserve them. Once you sign on for being a cricketer, I think you're well aware of the expectations of you. It's a pretty narrow funnel at the top of Australian cricket. But we're doing a pretty good job of expanding the base from ages 15 to 19 to really show them the way to get to the top.

You won an AFL premiership with West Coast and probably wouldn't change that for anything, but if the BBL and IPL were around in 2003 would it have affected your own decision at all?

You certainly would have seen a few more opportunities and have the desire to hang in there because of the rewards potentially at the end of the line. I still don't think anything can replace being good enough, and in my situation I was probably never good enough as a cricketer. But I think if I was 18, 19, 20 now and looking at the pathway and the opportunities players are getting, the facilities and the support services around cricketers, there's a real opportunity to get a great education in how to be a successful, professional sportsman.

A spectator joins the Perth Scorchers players after their win Getty Images

You had a Warriors rookie contract - how far do you think you could have gone in cricket?

It's hard to say. I would have thought if I managed to get a game of state cricket somewhere along the way I'd have been doing well. You never know who's coming along a couple of years behind you. I really enjoyed it, I loved every moment of being involved in that level of cricket. That's what brought me back to it. I love the game. It's a great, competitive challenge. Ultimately I probably wasn't quite able to cope with some of the challenges of it. Football taught me an awful lot as well about coping with challenges, training environments that allowed you to develop. I'm passionate now about trying to make sure cricket doesn't drop the ball on giving guys a great education and letting them discover whether they can get up to speed.

Can you remember any other players facing the same decision around the time you did?

The one who springs to mind is Pat Richards, who played a lot of rugby. When we played for New South Wales at Under-17s level he was the opening bowler for New South Wales. Shannon Hurn was a bit younger than me, but he was well and truly faced with that decision. It's hard to know whether you can fight for someone like that. He had both sports in his blood. He probably still wishes he could play footy in winter and cricket in summer. Ultimately he went with footy. Maybe it was because footy could draft him sooner than cricket could. That's where the challenge for cricket comes. We need to be brave and say we might get one or two wrong, but we might also find a real star if we continue to be proactive with our recruiting.

What does your experience tell you is the key thing that cricket can learn from the AFL?

It's the overall support and buy-in of all the staff to improving players day in, day out. I think you've got to be passionate and focused on working with players as hard as you can. Ultimately selections will occur, form happens and players will move on. But the football departments that I saw were very good at focusing on the here and now, and how to help get someone a little bit better each day. I think from a physical point of view, helping an 18-year-old to get strong enough for AFL, I see that as very similar to helping an 18-year-old fast bowler grow into a mature fast bowler at 25. That's what I took out of my football environment. I'd had a really supportive group of coaches and medical and fitness staff that just want the best for you. Cricket is definitely doing that well now. There's a wonderful group of people in Australian cricket at the moment.