Australian Football League

https://www.afl.com.au/
https://www.linkedin.com/company/australian-football-league/

Australian Football League, also known as AFL, is a privately owned company headquartered in Australia. Founded in 1896, with approximately 1290 employees, the organization reported $776.7M in revenue as of 2025 and operates as a tier 1 media tech buyer. Specializing in spectator sports, the company operates the premier and fully professional competition of Australian rules football and the AFL Women's and other competitions. The AFL publishes its Laws of Australian football, which are used, with variations, by other Australian football organisations.

2025 Revenue

Founded

1896

Headcount

1,283

Headquarters

Australia

Primary Segment

Spectator Sports

Ownership

Privately Owned

News Summary:

On July 29, 2026, AFL Chief Operating Officer Tom Harley defended the league's floating fixture for Rounds 23 and 24, which was confirmed just 16 days before the first game of Round 23, amidst fan frustration over late August weekend planning. Previously, on July 26, the AFL confirmed the future of Origin footy, with South Australia returning to face Western Australia in Perth next year after a 28-year absence. The series will continue with South Australia hosting Victoria in 2029 and Western Australia playing Victoria in Perth in 2030. Earlier, on July 25, Jasmine Garner and Orla O’Dwyer were appointed captains for Australia and Ireland respectively for the sold-out NAB AFLW Australia v Ireland match scheduled for August 1 at North Sydney Oval. On July 16, Medibank partnered with the AFL’s Ahead of the Game mental health program, a development contextualized by Australian life insurers paying out over $2.2 billion in mental health-related claims in 2024, nearly double the figure from five years earlier, according to July 2025 data from the Council of Australian Life Insurers (CALI). This follows an AFL Players Association "Insights and Impacts Report" published on July 14, which found racism remains a key issue for First Nations AFL players, and Indigenous AFLW players rated their workplace culture significantly lower than their peers.

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Australian Football League offers 10 products in the media and telecoms services and sports industries. Australian Football League's product portfolio comprises of athletics and multi-discipline sports, sports tickets, merchandise and sponsorship, media and TV services, contact sports and search, social, and retail media.

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Australian Football League's revenues were less than $1B in 2025. Caretta Research has split Australian Football League's revenue into 6 different product categories, the largest of which is australian Rules Football. For full access to Australian Football League's revenue breakdown subscribe to Caretta Portal.

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Jul

29th

2026

02:09

Events, B2B Tag, Events and Conferences

Senior AFL figure says fixture focused on fans

AFL Chief Operating Officer Tom Harley has defended the AFL's floating fixture which has drawn the ire of fans wanting to lock in their late August weekend plans. The fixtures for Rounds 23 and 24 were today finally confirmed, just 16 days out from the first game of Round 23.

Zerohanger

Jul

26th

2026

19:05

Events, B2B Tag, Events and Conferences

South Australia to Return as AFL State of Origin Locked In

The AFL has confirmed the future of Origin footy, with South Australia to return after 28 years and face Western Australia in Perth. The rivalry will resume at Optus Stadium next year, before South Australia host Victoria at Adelaide Oval in 2029, and then Western Australia take on Victoria in Perth in 2030.

The Epoch Times

Jul

25th

2026

06:30

Events, B2B Tag, Events and Conferences

Garner and O’Dwyer to captain Australia and Ireland

The stage is set for the sold-out 2026 NAB AFLW Australia v Ireland match at North Sydney Oval on Saturday, August 1, with Jasmine Garner and Orla O’Dwyer appointed captains of Australia and Ireland respectively for the historic clash.

Afl Play

Jul

16th

2026

06:30

Capital Investment, Partnerships and Alliances, B2B Tag, Partnerships, Investments

Medibank backs AFL mental health program amid rising claims

Australian life insurers paid out more than $2.2 billion in mental health-related claims in 2024 – nearly double the figure from five years earlier. That data from the Council of Australian Life Insurers (CALI), published in July 2025, is the market condition that gives Medibank’s newly announced partnership with the AFL’s Ahead of the Game program its commercial context.

Insurance Business Magazine

Jul

14th

2026

01:00

B2B Tag

Racism remains a key issue for AFL players while Indigenous women's players rate workplace culture low

Racism remains a key issue for First Nations AFL players, while Indigenous AFLW players rate their workplace culture significantly lower than their peers, a new report finds. Data by the AFL Players Association in the Insights and Impacts Report canvassed AFL and AFLW players, including First Nations and culturally diverse players.

ABC Australia

Jul

13th

2026

21:04

Partnerships and Alliances, Football, B2B Tag, Partnerships

Medibank Teams Up with the AFL’s Ahead of the Game

Health insurer, Medibank, has deepened its commitment to the Australian sporting landscape by entering a partnership with the AFL’s flagship youth mental health and wellbeing initiative, Ahead of the Game. This collaboration builds upon Medibank’s existing association with the AFLW and focuses on scaling the reach of mental fitness and resilience training for young people within community football clubs.

Ministry of Sport

Jul

9th

2026

09:08

B2B Tag

Grassroots first as AFL aims to expand in India

Chastened by the lack of grassroots support in China, the AFL is working from the bottom up to break into the lucrative Indian market. The league's Indian strategy, announced on Friday at the MCG, has no provision for an exhibition game or match for premiership points.

The Hepburn Advocate

Jul

8th

2026

18:51

Sports Rights Updates, B2B Tag

AFL vs NRL: V’Landys and Dillon trade blows in latest chapter of cross-code rivalry

The tensions between the AFL and NRL have relit once again. AFL chief executive Andrew Dillon has said Rugby League's new landmark broadcast deal will only boost his code and the prospect of bigger TV contracts in the future.

Zerohanger

Jul

7th

2026

01:00

Sports Rights Updates, B2B Tag

Rugby league-NRL trumps AFL with $3.7 billion rights deal

MELBOURNE, July 7 (Reuters) - The National Rugby League (NRL) announced a A$5.3 billion ($3.68 billion) agreement with Nine Entertainment, Foxtel and Sky NZ on Tuesday in the biggest media rights deal in Australian sporting history.

Reuters

Jul

6th

2026

01:00

Partnerships and Alliances, Funding Activities, B2B Tag

AFL and Telstra extend Footy Grants

The Telstra Footy Grants is designed to financially assist initiatives that can support Community Clubs affiliated to the AFL to strengthen the base and secure the future. Community football clubs across Australia will continue to benefit from vital funding, with the AFL and Telstra announcing a four-year extension to the Telstra Footy Grants program, which will now run until 2031.

Afl Play

Jun

25th

2026

09:29

B2B Tag

AFL Associates Donate $2.2 Million to Communities Worldwide

SPARTANBURG, S.C.--( BUSINESS WIRE )-- AFL held its tenth annual Imagine That! fundraising campaign, supporting communities around the world where AFL operates. This year's campaign, themed "Impact the Pack: Refuel the Future," concluded with a $2,224,061 donation to organizations around the world including the United States, Canada, Mexico, Europe, Australia and New Zealand.

Business Wire

Jun

25th

2026

01:00

Funding Activities, B2B Tag

AFL Associates Donate $2.2 Million to Communities Worldwide

AFL held its tenth annual Imagine That! fundraising campaign, supporting communities around the world where AFL operates. This year's campaign, themed "Impact the Pack: Refuel the Future," concluded with a $2,224,061 donation to organizations around the world including the United States, Canada, Mexico, Europe, Australia and New Zealand.

CloudQuote

Examples of Australian Football League's suppliers include Catapult Group, Hudl and Genius Sports.

Example Suppliers

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Example Partners

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Australian Football League sells broadcasting rights of its 6 australian Rules Football and gaelic Games competitions to 21 companies globally, covering 8 countries. Australian Football League's rights holders include Telstra. Australian Football League currently holds 8 broadcasting rights for sports competitions including australian rules football.

Analysis

Data

Analysis

Data

Australian Football League

2025 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

News Summary:

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