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AFL NSW/ACT

Full company profile

uuid002im9s

Namestring
AFL NSW/ACT
Legal namestring
AFL NSW/ACT
Websiteurl
aflnswact.com.au
Company typeenum
Private
Founded yearint
1999
Descriptiontext

AFL NSW/ACT is the official state governing body for Australian Rules Football in New South Wales and the Australian Capital Territory, operating as a non-profit affiliate under the national Australian Football League (AFL). Founded in 1999 and headquartered in Sydney, the organization is responsible for the governance, administration, development, and marketing of Australian Football across the two jurisdictions, employing between 501 and 1,000 staff. It serves community participants, volunteers, coaches, umpires, schools, and inclusion-focused audiences rather than commercial customers, delivering its mandate through participation programs, league administration, accreditation services, and talent pathways.

The organization's product portfolio is structured by age and ability. Entry-level participation is anchored by NAB AFL Auskick for children aged 4-7, with structured skills development through NAB AFL Superkick (ages 7-12) and School Holiday Programs. Local Footy provides club-based competition across Juniors (7-12), Youth (13-18), Seniors (18+), and Masters (35+). Enabling services include Coach Education and accreditation, Umpire Programs, and Schools Programs, while dedicated Disability Inclusion, Cultural Diversity, Indigenous, and International programs broaden the participant base. Talent Pathways operate in partnership with GWS Giants (Giants Academy) and Sydney Swans (Future Stars), linking grassroots participants to professional clubs. Core technology is a community sports platform and club management infrastructure centered on the play.afl/nswact website, supplemented by a phone support line (1800 PLAYAFL) and social media channels.

Commercially, AFL NSW/ACT operates a managed services revenue model funded primarily by distributions from AFL Australia (its parent) and government partners led by the NSW Government, rather than by user fees. Commercial sponsors (PM Capital, regional Toyota dealers, SportsCast) and event activity (e.g., a $1.5 million-generating 2026 AFL Origin match) contribute ancillary revenue, which is reinvested into football development. Go-to-market is community-led: the organization drives participation through local clubs, schools, and community centers, using digital, phone, and event channels to reach players, coaches, umpires, and volunteers.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
501–1,000
akta.pro rankint
HeadquartersBathurst, Australia
HQ citystring
Bathurst
HQ countrystring
Australia
HQ regionstring
Oceania
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
sports governance, community football, talent pathways, coach education, grassroots participation
Industry2 codes
1Amateur Sport Governing Bodies & Federations (National/Regional)
CodeMPAKACADPrimaryNo
2Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs)
CodeMPAKAFAFPrimaryNo
NAICS code1 code
  • Spectator Sports71121
SIC code1 code
  • Services-Membership Sports & Recreation Clubs7997
Product category
Sports Governing Body / Community Sports Administration
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Governance and Development Funding
TypeManaged Services
Description

AFL NSW/ACT operates as a state sporting organization receiving funding from AFL Australia and government bodies to develop and grow Australian Football participation throughout NSW/ACT.

play.afl
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels3 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components4 values
Personnel, Operations, Marketing or Sales, Technology or R&D
GTM typeB2C
B2C
Offering typeServices
Services
Brand1 record
1Play AFL NSW/ACT
Description

The official participation platform for Australian Rules Football in New South Wales and ACT, covering Auskick, Local Footy, Superkick, Nines, and school holiday programs.

play.afl
Core offering1 text field

AFL NSW/ACT is the official state governing body for Australian Rules Football across New South Wales and the Australian Capital Territory. It delivers grassroots participation programs (NAB AFL Auskick for ages 4-7, Local Footy for ages 7+ across Juniors/Youth/Seniors/Masters divisions, NAB AFL Superkick, AFL Nines, and School Holiday Programs), provides coach and umpire education and accreditation, runs school and inclusion programs (disability, cultural diversity, Indigenous), and operates talent identification pathways through Future Stars partnerships with GWS Giants and Sydney Swans professional clubs.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • 58,000+ attendance at major AFL Origin events demonstrates large-scale community engagement capability
Product overview1 text field

AFL NSW/ACT operates as a state governing body overseeing Australian Rules Football participation across New South Wales and the Australian Capital Territory. The organization delivers a unified portfolio of participation programs structured by age and ability level — from NAB AFL Auskick (ages 4-7) through Local Footy (club-based play for ages 7+) with sub-divisions for Juniors, Youth, Seniors, and Masters — complemented by NAB AFL Superkick for skill development, AFL Nines for fast-paced formats, and School Holiday Programs. Beyond direct participation, AFL NSW/ACT provides enabling services including Coach Education accreditation, Umpire Programs, and Schools Programs, while advancing inclusion through dedicated Disability, Cultural Diversity, and Indigenous initiatives. The organization also manages Talent Pathways via Future Stars programs affiliated with GWS Giants and Sydney Swans professional clubs.

Product and service1 record
1NAB AFL Auskick
Scale indicator2 records

Each record includes

Type, Value, Description, Source

Partnership6 partners
1GWS Giants
Strategic tierCoreTypeStrategic or Co-development Partner
Description

GWS Giants professional Australian Football club partnered with AFL NSW/ACT for talent pathway development through the Giants Academy, supporting identification and development of elite players from NSW/ACT region.

2Sydney Swans
Strategic tierCoreTypeStrategic or Co-development Partner
Description

Sydney Swans professional Australian Football club partnered with AFL NSW/ACT for talent pathway development through Future Stars programs, supporting elite player identification and development from NSW/ACT region.

3NSW Government
Strategic tierFlagshipTypeGTM or Marketing Partner
Description

NSW Government as a key government partner supporting the growth and development of Australian Football throughout New South Wales, providing strategic alignment with state sporting initiatives.

4PM Capital
Strategic tierMinorTypeGTM or Marketing Partner
Description

Corporate sponsor displayed on AFL NSW/ACT website partners section, supporting the organization's operations and community programs.

5Canberra Toyota
Strategic tierMinorTypeGTM or Marketing Partner
Description

Regional automotive dealer partner supporting Australian Football in the ACT region, displayed on partners and suppliers page.

play.afl
6Thomas Bros Toyota
Strategic tierMinorTypeGTM or Marketing Partner
Description

Regional automotive dealer partner supporting Australian Football participation in local communities.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight6 records

Each record includes

Type, Description

Market position
Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Customer concentration

Classification, Details

Segment5 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile6 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

AFL NSW/ACT

Sports Governing Body / Community Sports Administrationaflnswact.com.au

What AFL NSW/ACT does

AFL NSW/ACT is the official state governing body for Australian Rules Football in New South Wales and the Australian Capital Territory, operating as a non-profit affiliate under the national Australian Football League (AFL). Founded in 1999 and headquartered in Sydney, the organization is responsible for the governance, administration, development, and marketing of Australian Football across the two jurisdictions, employing between 501 and 1,000 staff. It serves community participants, volunteers, coaches, umpires, schools, and inclusion-focused audiences rather than commercial customers, delivering its mandate through participation programs, league administration, accreditation services, and talent pathways.

The organization's product portfolio is structured by age and ability. Entry-level participation is anchored by NAB AFL Auskick for children aged 4-7, with structured skills development through NAB AFL Superkick (ages 7-12) and School Holiday Programs. Local Footy provides club-based competition across Juniors (7-12), Youth (13-18), Seniors (18+), and Masters (35+). Enabling services include Coach Education and accreditation, Umpire Programs, and Schools Programs, while dedicated Disability Inclusion, Cultural Diversity, Indigenous, and International programs broaden the participant base. Talent Pathways operate in partnership with GWS Giants (Giants Academy) and Sydney Swans (Future Stars), linking grassroots participants to professional clubs. Core technology is a community sports platform and club management infrastructure centered on the play.afl/nswact website, supplemented by a phone support line (1800 PLAYAFL) and social media channels.

Commercially, AFL NSW/ACT operates a managed services revenue model funded primarily by distributions from AFL Australia (its parent) and government partners led by the NSW Government, rather than by user fees. Commercial sponsors (PM Capital, regional Toyota dealers, SportsCast) and event activity (e.g., a $1.5 million-generating 2026 AFL Origin match) contribute ancillary revenue, which is reinvested into football development. Go-to-market is community-led: the organization drives participation through local clubs, schools, and community centers, using digital, phone, and event channels to reach players, coaches, umpires, and volunteers.

AFL NSW/ACT firmographics

Firmographics
Name
AFL NSW/ACT
Legal name
AFL NSW/ACT
Website
https://aflnswact.com.au
Company type
Private
Founded year
1999
Operating status
Operating
Headcount range
501–1,000 employees
Ownership category
akta.pro rank

Where AFL NSW/ACT is headquartered

Location

Headquarters

HQ city
Bathurst
HQ country
Australia
HQ region
Oceania

Offices1 record

Markets served

AFL NSW/ACT business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

  1. Governance and Development Funding: AFL NSW/ACT operates as a state sporting organization receiving funding from AFL Australia and government bodies to develop and grow Australian Football participation throughout NSW/ACT.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

AFL NSW/ACT product offering

Product offering

Core offering

AFL NSW/ACT is the official state governing body for Australian Rules Football across New South Wales and the Australian Capital Territory. It delivers grassroots participation programs (NAB AFL Auskick for ages 4-7, Local Footy for ages 7+ across Juniors/Youth/Seniors/Masters divisions, NAB AFL Superkick, AFL Nines, and School Holiday Programs), provides coach and umpire education and accreditation, runs school and inclusion programs (disability, cultural diversity, Indigenous), and operates talent identification pathways through Future Stars partnerships with GWS Giants and Sydney Swans professional clubs.

Product overview

AFL NSW/ACT operates as a state governing body overseeing Australian Rules Football participation across New South Wales and the Australian Capital Territory. The organization delivers a unified portfolio of participation programs structured by age and ability level — from NAB AFL Auskick (ages 4-7) through Local Footy (club-based play for ages 7+) with sub-divisions for Juniors, Youth, Seniors, and Masters — complemented by NAB AFL Superkick for skill development, AFL Nines for fast-paced formats, and School Holiday Programs. Beyond direct participation, AFL NSW/ACT provides enabling services including Coach Education accreditation, Umpire Programs, and Schools Programs, while advancing inclusion through dedicated Disability, Cultural Diversity, and Indigenous initiatives. The organization also manages Talent Pathways via Future Stars programs affiliated with GWS Giants and Sydney Swans professional clubs.

Differentiator

Problem solved

Functional benefit

Brands

  • Play AFL NSW/ACT: The official participation platform for Australian Rules Football in New South Wales and ACT, covering Auskick, Local Footy, Superkick, Nines, and school holiday programs.

Products and services

  • NAB AFL Auskick

Quantifiable outcome

  • 58,000+ attendance at major AFL Origin events demonstrates large-scale community engagement capability

Companies that use AFL NSW/ACT

Customer profile

Segments5 records

Ideal customer profiles6 records

AFL NSW/ACT technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

AFL NSW/ACT partnerships and signals

Strategic signal

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

  • GWS GiantscoreStrategic or Co-development PartnerGWS Giants professional Australian Football club partnered with AFL NSW/ACT for talent pathway development through the Giants Academy, supporting identification and development of elite players from NSW/ACT region.
  • Sydney SwanscoreStrategic or Co-development PartnerSydney Swans professional Australian Football club partnered with AFL NSW/ACT for talent pathway development through Future Stars programs, supporting elite player identification and development from NSW/ACT region.
  • NSW GovernmentflagshipGTM or Marketing PartnerNSW Government as a key government partner supporting the growth and development of Australian Football throughout New South Wales, providing strategic alignment with state sporting initiatives.
  • PM CapitalminorGTM or Marketing PartnerCorporate sponsor displayed on AFL NSW/ACT website partners section, supporting the organization's operations and community programs.
  • Canberra ToyotaminorGTM or Marketing PartnerRegional automotive dealer partner supporting Australian Football in the ACT region, displayed on partners and suppliers page.
  • Thomas Bros ToyotaminorGTM or Marketing PartnerRegional automotive dealer partner supporting Australian Football participation in local communities.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

AFL NSW/ACT competitors and assessment

Company assessment

Market position

Weaknesses4 records

Competitive moat4 records

Customer concentration

AFL NSW/ACT social profiles

Digital presence

AFL NSW/ACT financial estimates

Financial estimate

Revenue estimate

Valuation estimate

AFL NSW/ACT leadership team

Management profile

Number of profiles

Profiles1 record

AFL NSW/ACT funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

AFL NSW/ACT M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about AFL NSW/ACT

What does AFL NSW/ACT do?

AFL NSW/ACT is the official state governing body for Australian Rules Football across New South Wales and the Australian Capital Territory. It delivers grassroots participation programs (NAB AFL Auskick for ages 4-7, Local Footy for ages 7+ across Juniors/Youth/Seniors/Masters divisions, NAB AFL Superkick, AFL Nines, and School Holiday Programs), provides coach and umpire education and accreditation, runs school and inclusion programs (disability, cultural diversity, Indigenous), and operates talent identification pathways through Future Stars partnerships with GWS Giants and Sydney Swans professional clubs.

Is AFL NSW/ACT a public or private company?

AFL NSW/ACT is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was AFL NSW/ACT founded?

AFL NSW/ACT was founded in 1999. It employs 501 to 1,000 people.

Where is AFL NSW/ACT based?

AFL NSW/ACT is headquartered in Bathurst, Australia, in the Oceania region.

How does AFL NSW/ACT make money?

One revenue line is on record: governance and Development Funding.

Does AFL NSW/ACT have an API?

No public API is recorded for AFL NSW/ACT.

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