AFL launches new digital fan engagement platform

With the vision to generate engagement between Australian rules football in every home across the country, the AFL has launched a new digital platform called AFL PLAY aimed at enhanced engagement with the code nationwide.

Exploring the many ways people can engage with the game, AFL PLAY introduces easy ways for people to learn about Australian rules football.

For those who already enjoy the game, AFL PLAY aims to inspire people to become lifelong fans while also encompassing the best of community football, from NAB AFL Auskick and All Play, to umpiring and coaching.

This connection also extends to AFL PLAY’s digital community which is a blend of good vibes, pop culture and all things local footy. The Instagram and TikTok channels celebrate the heart of footy; showcasing the characters of clubs, highlighting achievements on and off the field, and is home to ‘The Slice’, a new vodcast hosted by Connor Rogers and comedian Starr McGowan.

Advising that creating engaging platforms with a strong community identity that are easy to use, follow and find information was key in connecting people to the game, AFL Executive General Manager of Game Development, Rob Auld stated “the new AFL PLAY brand, website and social media platforms capture and represent all that is the cornerstone of Australian football - it’s community footy, volunteering, schools, coaching, umpiring, NAB AFL Auskick and all the different ways you can play.

“We want Australian football to be accessible to everyone across the country so designing refreshed, intuitive digital spaces that anyone can easily navigate and discover the information they’re searching for at a community level is incredibly important.

 “The AFL and AFLW logos are more strongly associated with our elite competitions, so I’m excited that we now have AFL PLAY brand that will be home to every other element of our game.”

With more than 41,000 people volunteering and 25,000 people coaching a local football team, AFL PLAY also emphasises the importance of the grassroots game, providing a place to celebrate everyone from the AFL Auskick first-timer, proud parents the families new to Australia who connect with their new community through the game.

Image: To celebrate the launch of AFL PLAY, thousands of lime green Sherrin footballs are being distributed as prizes at events around the country.