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.

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

Headquarters

HQ city

Bathurst

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

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

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

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

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

Market position

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Xx.com/AFLnswact
• YouTubeyoutube.com/afl
• Facebookfacebook.com/aflnswact
• LinkedInlinkedin.com/company/afl-nsw-act
• Instagraminstagram.com/aflnswact

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 NSW/ACT