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 September 9, 2026, the Australian Football League (AFL) indicated plans to introduce shorter quarters by 2028, coinciding with Tasmania's entry into the competition. This initiative addresses the league's long-term goal of reducing total game lengths, which frequently extend beyond 120 minutes. Previously, on September 7, the Australian Rules football governing body announced new limits on contact training to reduce concussion risks, a significant and pressing issue in the sport known for forceful collisions. Earlier the same day, the AFL's application to trademark 'Wharfie Time' for Fremantle reached a key milestone. This term refers to a highly anticipated and infrequent crowd interaction during Fremantle's games. On August 31, Jarman Impey was named an inaugural recipient of the AFL First Nations Player Leadership Scholarship, joining six other current AFL and AFLW players recognized for their leadership contributions.

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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 media and TV services, search, social, and retail media, sports tickets, merchandise and sponsorship, athletics and multi-discipline sports and contact sports.

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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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Sep

15th

2026

01:06

B2B Tag

Sheedy Reflects on the Life-Changing Decision that Helped Build the GIANTS

More than 15 years on, Kevin Sheedy still looks back with pride on the ‘life-changing decision’ to become the GIANTS’ inaugural head coach. Already an AFL legend and a premiership-winning coach with the Bombers, Sheedy was headhunted by the AFL’s CEO at the time, Andrew Demetriou, to lead the competition’s newest team based out of Western Sydney.

Greater Western Sydney Giants

Sep

9th

2026

11:11

B2B Tag

AFL eyes shorter quarters ahead of Tasmania’s entrance into competition in 2028

Shorter quarters are coming. That appears to be a reality that AFL fans are going to have to reckon with by the time Tasmania enter the competition in 2028. WATCH THE VIDEO ABOVE: AFL set for shorter quarters ahead of Tassie inception League bosses have made no secret for several years now of their desire to reduce total game length, with matches often blowing out well past 120 minutes.

The West Australian

Sep

7th

2026

13:38

B2B Tag, Regulations and Policies

AFL limits contact training to reduce concussion risk

Australian Rules football's governing body on Monday announced limits on contact training in a bid to reduce concussion cases that have long blighted the sport. Head trauma has become one of the most pressing issues facing the hugely-popular game, which is characterised by forceful collisions, tackles and high jumping catches.

Dailytribunal24

Sep

7th

2026

08:08

B2B Tag

AFL and Fremantle are only one step away from Wharfie Time trademark application being accepted

The AFL’s application to trademark ‘Wharfie Time’ for Fremantle hit a major milestone just hours before Thursday night’s qualifying final, only to experience the irony that the Dockers didn’t get an opportunity to use it. Wharfie Time has become a highly-anticipated, heavily-publicised, much-loved but extremely rare part of Fremantle’s games, with the crowd going wild when the Dockers last unleashed it in May.

The West Australian

Sep

3rd

2026

00:12

Events, B2B Tag, Events and Conferences

AFL and NFL set for high-stakes MCG turf war

‘That can’t be right’: Fagan defends Clarkson after sacking Nick Wright Brisbane Lions coach Chris Fagan has sprung to the defence of axed rival and close friend Alastair Clarkson, declaring the treatment of the four-time premiership coach to be unfair.

MSN Australia

Aug

31st

2026

23:11

B2B Tag, Award Wins

Impey recognised with First Nations Player Leadership scholarship

Jarman Impey has been named as an inaugural AFL First Nations Player Leadership Scholarship recipient, as one of seven current players recognised across the AFL and AFLW for the leadership they’re demonstrating in the game today.

Hawthorn Football Club

Aug

30th

2026

19:47

Partnerships and Alliances, B2B Tag, Partnerships

European Workwear Brand Strauss Signs Landmark Partnership as Inaugural Official Partner of AFL and AFLW

Leading European workwear brand Strauss has chosen Australian Rules Football as the cornerstone of its official entry into the Australian market, signing a multi-year agreement to become the inaugural Official Workwear Partner of the Australian Football League (AFL) and AFLW.

Ministry of Sport

Aug

28th

2026

14:15

Regulatory and Legal, B2B Tag, Tenders and Contracts, Regulations and Policies

Geelong's concussion waiver saga places AFL in bind over future insurance of players

The report into Geelong player Jake Kolodjashnij's concussion waiver was conspicuous because of an absence. The AFL's independent investigator into the matter, James Peters KC, did not find that Geelong erred by allowing Kolodjashnij to sign an "acknowledgement of risk" letter absolving Geelong from its legal obligations.

ABC Australia

Aug

27th

2026

07:11

B2B Tag, Regulatory Compliance

Geelong hit with $140k fine over Jake Kolodjashnij concussion breach

The AFL has issued Geelong a $140,000 sanction for its concussion waiver involving defender Jake Kolodjashnij. The Cats and Kolodjashnij signed an agreement in February 2024 after the concussion panel warned he was at high risk of future head trauma.

Manjimup Bridgetown Times

Aug

27th

2026

06:30

B2B Tag, Tenders and Contracts, Regulatory Compliance

Benalla Ensign

That includes a suspended penalty of $40,000, which stems from the league fining the club last October after an investigation into their third-party agreements. Geelong's board and management were cleared of wrongdoing. That includes AFL chairman Craig Drummond, who was Cats president two years ago when the agreement was struck with Kolodjashnij, and club chief executive Steve Hocking.

Benalla Ensign

Aug

27th

2026

05:56

B2B Tag, Legal Issues and Lawsuits

Australian Rules-Geelong fined $100,000 for concussion waiver with player

MELBOURNE, Aug 27 : The Australian Football League (AFL) has fined Geelong Cats A$140,000 ($100,500) for failing to notify the league about a variation to a player's contract which waived his legal rights over concussion. Geelong signed an "informed consent letter" with championship-winning player Jake Kolodjashnij two years ago which included an acknowledgement of the potential risk of playing in the top flight of Australian Rules football.

Channel News Asia

Aug

27th

2026

03:27

B2B Tag, Regulatory Compliance, Regulations and Policies

AFL chairman said he didn’t consider stepping down over concussion saga

AFL chairman and former Geelong president Craig Drummond says he did not consider resigning over his former club’s failure to lodge the Jake Kolodjashnij concussion waiver with the league, a decision that earned the Cats a $140,000 fine over an agreement the league concedes it could not have approved.

MSN Australia

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

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Australian Football League sells broadcasting rights of its 6 gaelic Games and australian Rules Football 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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