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.

Revenue

Founded

1896

Headcount

1,283

Headquarters

Australia

Primary Segment

Spectator Sports

Ownership

Privately Owned

News Summary:

On July 9, 2026, the Australian Football League (AFL) unveiled a new strategy to penetrate the Indian market, prioritizing grassroots development over exhibition games or premiership matches, after facing challenges with similar efforts in China. This move follows comments made on July 8 by AFL chief executive Andrew Dillon, who asserted that the National Rugby League's (NRL) new broadcast deal would ultimately benefit the AFL by stimulating prospects for larger future television contracts for his code. Earlier, on July 7, the NRL finalized a landmark A$5.3 billion ($3.68 billion) media rights agreement with Nine Entertainment, Foxtel, and Sky NZ, marking it as the largest in Australian sporting history. Previously, on July 6, the AFL and Telstra announced a four-year extension of their Footy Grants program, ensuring continued vital funding for community football clubs across Australia until 2031 to strengthen their foundation and secure their future.

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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, search, social, and retail media 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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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

Jun

24th

2026

01:00

B2B Tag

AFL Associates Donate $2.2 Million to Communities Worldwide

SPARTANBURG, S.C. | June 24, 2026 - 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.

Aflglobal

Jun

23rd

2026

16:43

B2B Tag

AFL whispers: Collingwood forward considering bombshell move

A Collingwood forward is open to a fresh start. There is a leading option for the AFL fixture when Tasmania enters the competition. There were four options put forward in a meeting between the AFL and all club chief executives, with one leading the charge.

Zerohanger

Jun

22nd

2026

09:19

B2B Tag

GEORGIE PARKER: AFL venturing into Indian sporting market will be tough but is worth a crack

Some say taking an AFL game to Mumbai will be a complete waste of money, time, resources and energy. I understand the scepticism. We’ve seen the AFL’s international ambitions before, particularly in China, and many would argue those efforts never delivered the breakthrough that was promised.

The West Australian

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

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

Data

Analysis

Data

Australian Football League

Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

News Summary:

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