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:

The AFL faces accusations of making rules "on the run" after it shut down the proposed Todd Marshall deal, which would have aided Zak Butters’ free agency move to the Western Bulldogs. Multiple club sources stated on September 17 that they believe the league referenced a 2025 memo a day prior, claiming it prohibited clubs from trading with top-up payments before or after a free agency exchange in the same player movement period. Previously, on September 15, Kevin Sheedy reflected on his decision over 15 years ago to become the GIANTS’ inaugural head coach, having been headhunted by then-AFL CEO Andrew Demetriou to lead the new Western Sydney team. On September 9, reports indicated the AFL is considering shorter quarters, which fans may encounter by 2028 when Tasmania enters the competition, as the league aims to reduce game lengths that often exceed 120 minutes. Earlier, on September 7, the league announced limits on contact training in a bid to reduce concussion cases, addressing a significant concern stemming from the sport's forceful collisions. Also on September 7, the AFL's trademark application for "Wharfie Time" for Fremantle reached a major milestone, nearing acceptance for the much-loved, rare game segment.

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

23rd

2026

06:30

Events, B2B Tag, Events and Conferences

AFL Trade Radio returns to AFL.com.au for the biggest Continental Tyres Trade Period yet

The AFL's most comprehensive trade coverage is back, with AFL Trade Radio returning from this week to deliver unrivalled coverage of every trade, rumour and breaking story throughout the 2026 Continental Tyres AFL Trade Period.

SEN Australia

Sep

22nd

2026

06:24

B2B Tag

Benalla Ensign

The extra spots will be funded by Essendon and may be extended into 2028 and 2029. "It is important that we strive to maintain a competitively balanced competition so that fans feel their team can win on any given day," AFL footy boss Greg Swann said.

Benalla Ensign

Sep

22nd

2026

00:29

B2B Tag, Regulations and Policies

Re-list twist: AFL green-lights rookie rule change

The AFL will allow clubs an extra list spot for First Nations players – including senior players who have been delisted – as part of the league’s push to arrest the decline of Indigenous playing ranks.

MSN Australia

Sep

17th

2026

19:44

Events, B2B Tag, Events and Conferences, Management Changes

Connect Conference 2026: Gillon McLachlan reflects on key points of leadership

At Connect Conference 2026, IVE managing director Matt Aitken joined CEO Tabcorp and former chief executive of the AFL Gillon McLachlan. During their chat, Aitken and McLachlan covered McLachlan’s career throughout his time at the AFL from 2000 to 2023, in particular from 2014, when he became chief executive.

Sprinter Australia

Sep

17th

2026

06:30

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

AFL’s murky memos: League’s sneaky change revealed

The AFL is being accused of making rules on the run after shutting down the proposed Todd Marshall deal aiding Zak Butters’ free agency move to the Western Bulldogs. Multiple sources at multiple clubs believe the league has changed history by yesterday referencing a 2025 memo it claimed prohibited clubs from trading with top-up payments before or after a free agency exchange in the same player movement period.

SEN Australia

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

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

Example Suppliers

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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

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Analysis

Data

Australian Football League

2025 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

News Summary:

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