AFL launches new brand platform to engage younger audience

The AFL is aiming to reach younger audiences through a refreshed brand platform and campaign message titled ‘Get in on it’ for the 2025 Toyota AFL Premiership Season.

Developed in partnership with global agency 72andSunny and production company Good Oil, the AFL’s national overarching brand campaign ‘Get in on it’ features an array of AFL traditions, artifacts, rituals and moments they want fans – new and old - to dive into.

The new brand platform showcases the richness of AFL fandom that aims to engage with non-football fans “from mullets to pies, fashion to game day celebrations, legendary speccys and bitter rivalries” while celebrating the appeal of AFL.

Engaging with local Melbourne band Sleepazoid, the campaign uses the power of music to build a connection with young trendsetters and deepen engagement and consideration with fans.

The campaign wants to deliver the message “Aussie rules is a national game with a national backstory – and it’s time for everyone to ‘Get in on it’”.

With more than 160 years of heritage and tradition, AFL Executive General Manager Customer and Commercial Bec Haagsma said the new campaign will bring to life the history of the AFL while resonate with fans in a modern way.

Haagsma noted “our game has a history of connecting with people across the country both in its on-field heroics or off the field with friends, family and the wider community.   So many people that I meet have a story to tell about Aussie rules footy. 

“The AFL’s new ‘Get in on it’ campaign celebrates this tradition in a creative way and shows fans that they can experience the sport through attendance with other fans, or be part of the action, anywhere, anytime - whether it’s at the local pub, from their loungeroom, on socials or even on the catwalk!  Once you know a little, you want to know it all and through this campaign, we hope to show people how they can get in on Aussie rules footy for themselves.”

72andSunny Chief Creative Officer, Wez Hawes added “The AFL is steeped in so much folklore, history and fandom, there’s so much to unpack. Especially for a new younger audience who are deep diving and going further than scratching the surface of the things they are passionate about. The rich tapestry of a film from Good Oil’s Madeleine Purdy is just the beginning of our journey to bring the next generation of Aussies in on it. From getting a mane like Bailey Smith to deep diving on why a North Melbourne player is named after a packet of chips through our clickable film.”

Officially launching this week, the ‘Get in on it’ campaign will go live across out-of-home, digital and social media channels across the country, with the aim to grow fandom and build hype as the 2025 Toyota AFL Premiership Season kicks off.

Click here to watch campaign video 

Images. Stills from AFL campaign video. Credit: AFL