AFL introduces ‘mega events’ to footy fixture on mission to lure record 10 million fans to games
The AFL has launched an ambitious plan to lure 10 million footy fans through the gates this year — including adding new “mega events” into the footy fixture to drive up numbers. Will it work?
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More marquee games and “mega events” will be introduced to AFL fixtures over the next three years in hopes of luring more than 10 million fans to games each season.
CEO Andrew Dillon on Saturday put the challenge to the game’s senior leadership teams, inspired by the more than 9.2 million fans who turned out to AFL and AFLW games last year.
Under the ambitious plan, the league would also look to bolster its membership numbers to more than 2 million — a significant uptick from its current 1.31 million.
In addition to more marquee games, similar to its Indigenous Round, a key focus will also look to improve fan match day experiences to drive crowd numbers at AFLW games.
More representative games, a 10 per cent investment of all football revenue back into community programs, continuing to work with diverse communities to engage with the sport, and making match days more affordable were other points put forward.
Dillon said the AFL were ready to get behind the 18 clubs — who currently have 1.31 million members collectively — to see the 10 million fan barrier broken.
“People love big events and our clubs have been incredibly innovative and creative in driving big events for their fans,” he said.
“We want to help them create more of them for football fans. Bigger, better and more often.
“It is about challenging ourselves on how we can help clubs to build memberships to two million.
“How can we get 10 million a year to AFL and AFLW games and events while continuing to have another 10 million go to community games?”
The AFL said reaching the 10 million mark was about more than numbers, it was also “about evolving the game, broadening its reach, and strengthening its connection”.
Continuing to evolve the biggest events like the Grand Final and Gather Round, bringing a true festival feel to those matches is part of the AFL’s strategy.
Continuing to develop a deeper engagement and growing the game of football at a grassroots level was also important Dillon said.
“We have already said that our aim is to get to 1 million participants by 2033 and we saw strong growth in 2024 but there is so much more we can do,” he said.
“We introduced Superkick last year that transitions kids from NAB AFL Auskick into community football.
“And we need to keep innovating on how we make the game an option for busy families while still being affordable and accessible.”
Originally published as AFL introduces ‘mega events’ to footy fixture on mission to lure record 10 million fans to games
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