AFL Victoria

What AFL Victoria does

AFL Victoria is the official state governing body responsible for the growth and development of Australian Football throughout Victoria, Australia. Operating under the national AFL (Australian Football League) structure, it coordinates the sport end-to-end at the state level, from entry-level participation through to elite talent identification. The organisation is headquartered in Carlton North, Victoria, and operates with a workforce of 101-250 employees including a frontline corps of Game Development Officers who deliver programs directly into schools, community clubs, and local competitions.

Its core products are organised into a layered participation portfolio. Entry-level offerings include NAB AFL Auskick (ages 4-7) and NAB AFL Superkick (ages 7-12). The principal mass-participation product is Local Footy, structured across Juniors (7-12), Youth (13-18), Seniors (18+), and Masters (35+) divisions, delivered through a statewide network of community football clubs. Complementary formats include AFL Nines (ages 13+), School Holiday Programs, and Schools Program delivery. Underpinning infrastructure comprises Coach Education & Accreditation pathways, Umpire Development (including induction, women-in-umpiring initiatives, and ongoing education), and Volunteer Support & Club Resources covering facility and club management. The Play Zone platform serves as the digital engagement layer. Specialised inclusion programs address Disability, Cultural Diversity, Indigenous, and Women & Girls participation.

The business model is that of a non-commercial state sporting body rather than a typical revenue-generating enterprise. Funding flows from parent AFL distributions, Premier Partner sponsorships (notably TAC and WorkSafe Victoria), and registration fees administered at the local club level. No pricing is publicly disclosed at the AFL Victoria level. Premier Partner relationships integrate government-aligned messaging — road safety via TAC's 'Band Together' program and farm safety via WorkSafe's 'Footy's Favourite Farmer' — into community football programming. Distribution is multi-channel: a digital self-service platform with club finder functionality, a community club reseller network, and direct school delivery. Marketing channels centre on the official play.afl/victoria website, social media, a 1800 PLAYAFL hotline, and earned media coverage.

Name

AFL Victoria

Legal name

AFL Victoria

Website

https://aflvic.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

AFL Victoria is the official state governing body for Australian Football in Victoria, operating participation programs (Auskick, Local Footy, Superkick, Nines), coach and umpire accreditation, and inclusion initiatives through a statewide network of community clubs and schools.

Ownership category

akta.pro rank

Headquarters

HQ city

Carlton North

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Distribution channels3 records

Marketing channels4 records

Core offering

AFL Victoria is the state governing body responsible for the growth and development of Australian Football throughout Victoria. It delivers a portfolio of community participation programs including NAB AFL Auskick (ages 4-7), NAB AFL Superkick (ages 7-12), AFL Nines (ages 13+), Local Footy community competitions across Junior, Youth, Senior and Masters divisions, School Holiday Programs, and school-delivered programs. It also provides workforce development pathways for coaches (education and accreditation) and umpires (recruitment, training, and induction), plus inclusion programs covering disability, cultural diversity, and Indigenous participation.

Product overview

AFL Victoria is the state governing body responsible for the growth and development of Australian Football throughout Victoria, operating a comprehensive portfolio of participation programs and support services. The core offerings span entry-level programs (NAB AFL Auskick for ages 4-7), community club football (Local Footy across Junior, Youth, Senior, and Masters divisions), skills programs (NAB AFL Superkick), and alternative formats (AFL Nines). Supporting infrastructure includes coach and umpire development pathways, school programs, volunteer support services, and specialized inclusion programs for disability, cultural diversity, and Indigenous participation. The Play Zone platform provides online resources and engagement for the football community.

Differentiator

Problem solved

Functional benefit

Products and services

• NAB AFL Auskick

Segments11 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered premier partner.

• TAC (Transport Accident Commission)premier partnerGTM or Marketing PartnerTAC is listed as a Premier Partner of AFL Victoria. The partnership supports road safety initiatives through the 'Band Together' program, combining Australian Football community engagement with road safety messaging.
• WorkSafe Victoriapremier partnerGTM or Marketing PartnerWorkSafe Victoria is a Premier Partner supporting workplace safety initiatives. The partnership includes programs such as the 'Footy's Favourite Farmer' competition promoting farm safety awareness.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Football Australia (state federations): National federation for association football in Australia, with state federations delivering MiniRoos and community club programs. A broad incumbent competitor in the junior participation and school sport space, particularly in urban Victorian markets where AFL and soccer compete for registrations.
• Cricket Australia (state associations): National body overseeing Cricket Australia's state associations (NSW, Victoria, Queensland, etc.), which run Auskick-equivalent entry programs (e.g., Woolworths Cricket Blast) and community club networks. Comparable as an incumbent governing body competing with AFL Victoria for junior participation and government/corporate sponsorships in Australia.
• Netball Australia (state associations): National body for netball with state-level associations delivering community competitions and school-based programs. Comparable as an incumbent Australian sport governing body targeting overlapping demographics, especially women and girls, and competing for school curriculum slots and Premier Partnerships.
• Basketball Australia (state associations): National body for basketball in Australia with state associations running community club and school programs. Comparable as a broad incumbent competitor for junior participation in Victoria and for state-level corporate partnerships in the Australian sport ecosystem.

Direct peers

• AFL Northern Territory: Northern Territory's state body for Australian Football, running AFL participation and development programs in a regional jurisdiction. Directly comparable in governance role and program structure, though materially smaller in population scale than AFL Victoria.
• AFL Tasmania: State-level governing body for AFL in Tasmania, delivering Auskick, community club competitions, and talent pathways through the AFL national network. Directly comparable as a peer state body, though operating at a smaller population scale than AFL Victoria.
• AFL NSW/ACT: State-level governing body for Australian Football in New South Wales and the ACT, operating the same Auskick, Superkick, and Local Footy program structure under the AFL national framework. Directly comparable in mandate, program portfolio, and partnership model to AFL Victoria.
• WA Football (AFL West): Western Australia's state body for Australian Football, running the same AFL community programs and competition structures as AFL Victoria. Directly comparable in product portfolio, governance role, and reliance on Premier Partnerships with state-aligned sponsors.
• SANFL (South Australian National Football League): South Australian state governing body for Australian Football, administering community leagues and pathways under the AFL national structure. Directly comparable in scale, mandate, and program mix to AFL Victoria.
• AFL Queensland: State governing body for AFL in Queensland, delivering community participation, talent pathways, and inclusion programs analogous to AFL Victoria's. Operates the same national AFL programs (Auskick, Superkick, Nines) and serves as a directly comparable state-body peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aflvic
• Facebookfacebook.com/aflvic

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFL Victoria