AFL records record participants numbers across NSW, ACT as Western Sydney challenge remains
Aussie rules is still small fry in Sydney, but new numbers show it’s making key inroads in its battle against the NRL in NSW — but not in Western Sydney. Here’s how the AFL plans to fix that.
The AFL is celebrating the organisation’s highest-ever participation numbers in NSW and the ACT as it prepares to double down on its investment in Western Sydney to ensure every kid in the region can “connect with the game”.
In 2025, 78,700 registered participants played Aussie rules in the region, a 10 per cent increase on 2024, and a significant 25 per cent jump on the strong numbers seen pre-Covid in 2019.
There were also positive results for women’s and girls’ participation, which now accounts for 30 per cent of the total, while the overall participation figure excludes over 100,000 kids in school programs like the Paul Kelly Cup and PSSA competitions.
It is also tracking well in comparison to rugby league, with the NSWRL reporting a participation number of 117,566 in 2024.
However, there is still a concession that the AFL has a long way to go to gain a foothold in its No.1 target area of Western Sydney, despite growing momentum in junior programs.
Almost 14,000 participants are involved in the game in Western Sydney, from Auskick programs to senior community clubs. That is still barely a drop in the ocean compared to the region’s population figures.
Andrew Varasdi, the CEO of AFL NSW/ACT, admits he understands there will always be sceptics about the organisation’s plans in Western Sydney. And although the raw numbers are still below their goal, the sustained growth has the AFL optimistic that it is on the right path.
“I think when you look at last year’s results, you can see that there will be growth there,” Varasdi said.
“Other codes may be more established in that market. Certainly, soccer is. League has its heritage of being there. We’re not saying we’re going to replace league, soccer or anything. We want to make sure kids have the opportunity to try anything, because you never know what they’ll love.
“What we do see is when people connect with the game, the number of people who keep coming back to it, provided the experience is good, is high. And that gives us confidence to know that we will get there, if we continue to provide a great product and experience.”
Varasdi is part of a new administration at AFL NSW/ACT that is trying to make up for lost time. The prevailing feeling among community clubs in Western Sydney was that the organisation was relatively stagnant after Covid, rather than remaining proactive in boosting participation.
While this year’s numbers are proof that they have addressed key areas that Varasdi himself described as “really soft”, there is still a key issue in translating junior participation through to community football.
“We clearly needed to reinvigorate Western Sydney,” Varasdi said. “There are two parts to Sydney, that mature Harbour region where the Swans have got three generations … whereas the Giants are still introducing people to the game.
“The overarching message (from club presidents) was they’ve now got trust and faith in the investment into the game in the region. They’re grateful that they felt supported.
“One good metric we can shift is after-school Auskick. Two per cent of kids who did that were previously turning into a community club. That is now nearly at 7 per cent this year, because we started to communicate differently and provide better pathways and experiences.
“We’re doing more programs in schools, and not just going in there once a week and walking away, but we’re talking to schools now about three or four-year programs.
“For example, there are a lot of Catholic schools in southwest Sydney, where the code hadn’t done a huge amount. Now, we’ve got 54 gala days with Catholic schools this year. So, there’s an appetite for it.”
Two key shifts have supported the increasing demand in the region, with targeted investment in developing coaches, while also providing financial support to local families dealing with cost-of-living challenges.
Over 2,400 families accessed the Play Your Way vouchers this year, with the AFL investing $1.5 million into the activation that saw kids receive up to $100 off their registration.
That program will expand even further in 2026, with the AFL not showing any signs of slowing down in their decades-long plan to grow Aussie rules in Western Sydney and reach one million participants across the country by 2033.
“From our perspective, I don’t think it’s going to be something that finishes at the end of 2026,” Varasdi said. “I think this is part of a long-term investment into Western Sydney and making the game accessible.
“We’re going to invest in the coaches, which is part of the experience. We’re going to invest in our volunteer base and our clubs; they’re the ones that make it all possible.
“Our lighthouse is 2033. Yes, we’ve been great at turning things immediately with a shorter-term focus. My next job is building out an eight-year plan, now that’s exciting.”
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