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, it employs approximately 1290 individuals. The organization reported $776.7M in revenue as of 2025 and functions as a tier 1 media tech buyer. The company operates in spectator sports, specifically managing the fully professional competition of Australian rules football, along with the AFL Women's and other related competitions. Additionally, the AFL publishes the Laws of Australian football, which are adopted, with variations, by other Australian football organizations.

2025 Revenue

Founded

1896

Headcount

1,283

Headquarters

Australia

Primary Segment

Spectator Sports

Ownership

Privately Owned

News Summary:

The AFL sacked Will Houghton KC as chair of its appeals board on April 24, rejecting statements made by the board following its findings in the case of St Kilda player Lance Collard. This action followed AFL CEO Andrew Dillon's public criticism on April 24 of the Appeals Board's decision to significantly reduce Collard’s suspension for a homophobic slur. Earlier, on April 23, Dillon had fired back at the board's controversial ruling to cut Collard's initial nine-week ban, issued by the Tribunal for using a homophobic slur during St Kilda's Round 2 VFL clash against Frankston, to four games with two weeks suspended. The Appeals Board deemed the initial sanction "manifestly excessive," citing Collard's indigenous background and difficult upbringing, and stating the longer ban would be "crippling" to his AFL career. The AFL Players Association (AFLPA) also expressed deep concern on April 23 regarding the Appeals Board's statement and its decision to reduce the suspension.

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Australian Football League offers 9 products in the sports and media and telecoms services industries. Australian Football League's product portfolio comprises of contact sports, sports tickets, merchandise and sponsorship, athletics and multi-discipline sports, search, social, and retail media and media and TV services.

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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 5 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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May

3rd

2026

18:30

Events, B2B Tag

AFL to stagger release of remaining 2026 fixtures

The AFL’s pursuit of more scheduling flexibility will see it release the next batch of fixtures in two stages. The league is poised to release the details of the next block of games in mid-May following the conclusion of Round 9.

SEN Australia

May

3rd

2026

18:30

B2B Tag

Benalla Ensign

It emerged last month in the lead-up to the Butters hearing that Foot was working in Sportsbet's racing coverage. The AFL repeatedly backed Foot's employment at Sportsbet. A league spokesperson on Monday referred media queries to the betting agency.

Benalla Ensign

May

1st

2026

11:46

Events, B2B Tag

AFL Origin: WA to play South Australia in Perth in 2027 after return of concept against Victoria in February

After the hugely-successful return of AFL Origin in Perth earlier this year, a new opponent will head west to take on WA in 2027. State Government sources have confirmed to The West Australian a deal has been agreed for the State-against-State representative clash to remain at Optus Stadium for the second year running, with the hosts to take on against South Australia.

The West Australian

May

1st

2026

00:13

B2B Tag

The hidden property factor behind NRL success story as the AFL prepares its new expansion 'gamble'

Sporting leagues love the theatre of expansion. New logo. New colours. New stadium announcements. It’s a compelling story – a new team rising from nothing. But from a commercial perspective, starting a professional sports club from scratch is often a billion-dollar gamble.

Yahoo Australia

May

1st

2026

00:13

B2B Tag

Game Day Guide: Round 11 v Lions

The GIANTS celebrate Sir Doug Nicholls Round with a blockbuster clash with the back-to-back reigning premiers.

Greater Western Sydney Giants

Apr

30th

2026

23:44

B2B Tag

Suns coach Damien Hardwick fires back at Saints' Ross Lyon's AFL draft comment

Gold Coast coach Damien Hardwick has provided a spirited response to St Kilda counterpart Ross Lyon's "compromised draft" call. Hardwick is disappointed the AFL is restricting access to northern academies' talent. The league is pushing ahead with moves that will affect father-son prospects and all academy (northern and next generation) selections, despite strong objections from several clubs.

ABC Australia

Apr

30th

2026

20:30

B2B Tag

Craig O’Donoghue: AFL needs to scrap Father-Son and Academy rules and make National Draft uncompromised

The Father-Son rule and Academies are now on death row and it is only a matter of time before they are scrapped in favour of an uncompromised first round of the AFL draft. This week’s changes will result in even more confusion for fans, even more manipulating by clubs, complaints about the system being unfair and the inevitable scrapping of the rules altogether.

The West Australian

Apr

30th

2026

08:43

B2B Tag

Saints slam 'compromised' draft after 'weak' changes

St Kilda coach Ross Lyon has slammed the AFL's "compromised draft", joining his president in lashing the league for going "weak" on player movement changes. The AFL is pushing ahead with moves that will affect father-son prospects and all academy (northern and next generation) selections, despite strong objections from several clubs.

Moree Champion

Apr

29th

2026

18:30

B2B Tag

Lyon dismisses Koch's 'V' remark amid sweeping draft changes

In previous years, father/son and academy players could be acquired by their parent club by matching the points tally to within 10 per cent of the pick used to bid on said player. For example, in 2022, Brisbane’s Will Ashcroft was bid on at Pick 2, equal to 2,517 points.

SEN Australia

Apr

29th

2026

03:34

Management Changes, B2B Tag

Guerra was appointed last April. It didn’t take long for the Demons to get buyer’s remorse

April 29, 2026 — 7:04pm You have reached your maximum number of saved items. Remove items from your saved list to add more. Paul Guerra drove into the MCG’s underground car park at 7.30am on Tuesday.

The Age

Apr

29th

2026

03:34

Management Changes, B2B Tag

Guerra was appointed last April. It didn’t take long for the Demons to get buyer’s remorse

Brisbane Times

Apr

29th

2026

03:00

B2B Tag

From the CEO: AFL draft rule changes

Dear Members, Supporters and Club Partners, Today the AFL confirmed changes to the National Draft bidding rules — changes that Port Adelaide has strongly and consistently opposed, and which I want to address with you directly.

Port Adelaide Football Club

Examples of Australian Football League's suppliers include Dalet, Champion Data and Hudl.

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Australian Football League sells broadcasting rights of its 6 gaelic Games and australian Rules Football competitions to 19 companies globally, covering 8 countries. Australian Football League's rights holders include Disney Sports / ESPN. 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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