What AFL Tasmania does

AFL Tasmania is the official state governing body for Australian Football in Tasmania, operating as a subsidiary of the AFL (Australian Football League) and headquartered in Bellerive, Australia. Its mandate is the growth and development of Australian Football across the state, spanning grassroots participation through to elite community-level competition via the Tasmania Premier Leagues, which are organized across three regional zones: North-West, North, and Southern Tasmania. The organization runs a portfolio of age-tiered participation programs — NAB AFL Auskick (ages 4-7), NAB AFL Superkick (ages 7-12), AFL Nines (ages 13+), and Local Footy (Juniors, Youth, Seniors, Masters) — alongside Coach, Umpire, Schools, and School Holiday Programs, and targeted inclusion initiatives covering Disability, Indigenous, Cultural Diversity, and International segments. Women's & Girls' participation is an explicit focus, supported by BHP sponsorship of Women's Coaching Month.

The underlying technology is the national play.afl digital platform, which provides a Club Finder Map, program information, news, and registration pathways; AFL Tasmania does not own proprietary technology but consumes the national AFL platform for participant acquisition and engagement. Distribution is channeled through an affiliated club network across Tasmania's three regions, supplemented by direct school engagement and seasonal holiday programs.

The business model is a non-commercial, government-and-sponsor-funded state sporting body. Revenue mechanics are not disclosed, but the prominent Tasmanian Government logo and named corporate sponsorship (BHP) indicate the funding base rests on state government grants and corporate sponsorships rather than direct participant fees, which are collected at the affiliated club level. The GTM motion is community-led: acquisition occurs via the play.afl club finder, the 1800 PLAYAFL phone line, and local club networks, targeting individuals, families, schools, and community organizations across Tasmania.

Name

AFL Tasmania

Legal name

AFL Tasmania

Website

https://afltas.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

AFL Tasmania is the official state governing body for Australian Football in Tasmania, operating under the AFL. It runs age-tiered participation programs, the Tasmania Premier Leagues, and inclusion initiatives across three regional zones, funded primarily by the Tasmanian Government and corporate sponsors.

Ownership category

akta.pro rank

Product category

Community Sports & Football Development

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

National Governing Bodies (NGBs) (MPAKAFAC)

akta.pro secondary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Community football programs
• Amateur sports leagues
• Sports development pathways
• Football coaching accreditation
• Grassroots talent pathways

Headquarters

HQ city

Bellerive

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Tasmanian Government Funding: AFL Tasmania receives government support as the state body responsible for football development. The Tasmanian Government logo appears prominently on the website, indicating a formal funding/sponsorship relationship.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

AFL Tasmania operates as the state governing body for Australian Football, organizing community participation programs (Auskick for ages 4–7, Superkick for ages 7–12, Local Footy competitions across Juniors/Youth/Seniors/Masters tiers), the top-level Tasmania Premier Leagues across three regional zones, and supporting infrastructure for coach, umpire, and school programs. The organization is funded primarily by the Tasmanian Government and corporate sponsors and delivers services through a network of affiliated clubs.

Product overview

AFL Tasmania operates as a sports participation and community football organization, offering a portfolio of interconnected programs and services rather than a traditional software product. The core offerings include NAB AFL Auskick (entry-level for ages 4–7), Local Footy (grassroots competitions across age groups), NAB AFL Superkick (skill centers for ages 7–12), AFL Nines (modified format for ages 13+), School Holiday Programs, and Tasmania Premier Leagues (elite community level). Supporting infrastructure includes Coach, Umpire, and Schools programs that feed participants into the club system. The organization also runs targeted initiatives for Cultural Diversity, Indigenous participation, and Disability Inclusion.

Differentiator

Problem solved

Functional benefit

Products and services

• NAB AFL Auskick Introductory participation program for children ages 4-7, providing a safe and inclusive environment to learn the fundamentals of Australian Football through structured play-based activities.
• Local Footy Community football programs for participants ages 7 and older, organized into Juniors (ages 7-12), Youth (ages 13-18), Seniors (18+), and Masters (35+), serving as the foundation of grassroots football in Tasmania.
• NAB AFL Superkick Skill-development program for children ages 7-12 focusing on advanced football techniques and game awareness in a structured centre-based format.
• AFL Nines Fast-paced nine-a-side football format for participants ages 13 and older, offering a modified version of the game with enhanced speed and accessibility.
• School Holiday Programs Holiday-themed football programs providing children with structured activities during school breaks, designed to encourage physical activity and skill development.
• Tasmania Premier Leagues The top level of community football in Tasmania, with competitions organized across three regions: North-West, North, and Southern Tasmania.
• Coaches Programs Comprehensive coaching development pathway including registration, education, accreditation, and resources for coaches at all levels of community football.
• Umpires Programs Programs for learning about, becoming, and developing as an umpire, including induction, inspiration, and dedicated pathways for women and girls.
• Schools Programs Educational programs delivered in school settings including teacher resources, professional learning, and structured football activities for students.
• Disability Inclusion Programs Programs designed to include participants with disabilities in community football, ensuring accessibility and support for all abilities.

Segments10 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and supportive.

• Tasmanian GovernmentcoreOthersThe Tasmanian Government is a key supporter of AFL Tasmania, with their logo displayed prominently on the website. This represents government funding and support for football development throughout the state.
• BHPsupportiveGTM or Marketing PartnerBHP is a proud supporter of Women's Coaching Month, celebrating women shaping the future of coaching across Australian Football. This represents corporate sponsorship of specific AFL programs.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AFL Victoria: AFL Victoria is the state governing body for Australian Football in Victoria, the heartland of AFL. It is directly comparable to AFL Tasmania in role, structure, and program portfolio, differing only in geographic scale and historical league density.
• AFL NSW/ACT: AFL NSW/ACT governs Australian Football in New South Wales and the ACT, operating community participation, talent pathways, and competition programs structurally identical to AFL Tasmania's responsibilities, making it a near-perfect peer.
• AFL Queensland: AFL Queensland governs AFL in a non-traditional market (rugby league heartland), operating community participation programs, talent pathways, and competitions. Directly comparable in mandate to AFL Tasmania despite differing competitive landscape.
• AFL Northern Territory: AFL Northern Territory is the smallest state AFL body by population, similar to AFL Tasmania in scale and in operating in a market where AFL competes against established rival codes. Closest peer by population and competitive context.
• WA Football: WA Football is the state body for Australian Football in Western Australia, managing community programs, talent pathways, and the WAFL. Directly comparable in mandate to AFL Tasmania as a sister state governing body.
• SANFL (South Australian National Football League): SANFL governs community football in South Australia, including a premier league and participation programs. Comparable to AFL Tasmania in operating a state-level premier league and grassroots programs, though with deeper historical elite-competition heritage.

Regional players

• Tasmania Rugby League: Tasmania Rugby League oversees rugby league in the state, a direct competitor to AFL Tasmania for participants in winter sports and a comparable regional sport governing structure, though operating within the larger NRL ecosystem.
• Football Tasmania (soccer): Football Tasmania governs association football (soccer) in Tasmania, competing for the same participants, schools, and government funding as AFL Tasmania. Comparable as a rival regional sport governing body in the same geography.
• Cricket Tasmania: Cricket Tasmania is the state governing body for cricket in Tasmania, competing with AFL Tasmania for junior participation, government funding, and community attention. Comparable in role and regional scope, though operating a different sport.

Broad incumbents

• AFL (Australian Football League): The AFL is the national parent body and operator of the top professional league. It is the broad incumbent that AFL Tasmania operates within, owning the national brand, digital platform (play.afl), and policy framework that AFL Tasmania implements at the state level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/afltasmania
• Facebookfacebook.com/aflmasterstas
• LinkedInlinkedin.com/company/afl-tasmania

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 Tasmania