AFL Queensland

What AFL Queensland does

AFL Queensland is the official state governing body for Australian Football in Queensland, Australia, operating under the national AFL (Australian Football League) umbrella alongside peer state bodies in NSW/ACT, Northern Territory, Tasmania, Victoria, South Australia, and Western Australia. The organization's mandate is the growth and development of Australian Football across Queensland, delivered through a tiered portfolio of participation programs structured by age — NAB AFL Auskick (ages 4–7), NAB AFL Superkick (ages 7–12), Local Footy across Juniors, Youth, Seniors and Masters divisions (ages 7+), AFL Nines (ages 13+), and School Holiday Programs — alongside supporting infrastructure including a Coach Education Pathway, Umpire Programs, Schools Programs (curriculum-aligned delivery and teacher professional learning), and dedicated inclusion streams for disability, Indigenous, and culturally diverse participants. At the elite end, AFL Queensland sanctions and operates the two premier state competitions: the TPIL Lawyers QAFL (men's) and the Bond University QAFLW (women's), with active 2026 seasons and finals progression observed.

The business model is a non-commercial, mission-driven operating model typical of state sporting organizations, monetized through two identified streams: (1) recurring membership and registration fees from participants enrolling in Auskick, Local Footy, Superkick, and Nines programs, plus junior membership packages co-offered with Brisbane Lions and Gold Coast SUNS; and (2) sponsorship and naming-rights revenue from partners including NAB (national flagship sponsor for Auskick and Superkick), Bond University (QAFLW naming rights), and TPIL Lawyers (QAFL naming rights). Pricing is not publicly disclosed. Distribution is delivered via a self-serve website (play.afl/queensland) with club finder map, a 1800 PLAYAFL phone helpline, email/newsletter, organic social, and a field force that delivers programs directly into schools and affiliated local clubs across the state. AFL Queensland is incorporated in Queensland, Australia, with no disclosed subsidiaries, no headcount disclosed, no funding rounds, and no M&A activity; it operates under the AFL parent organization.

Name

AFL Queensland

Legal name

AFL Queensland

Website

https://aflq.com.au

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

101–250 employees

Short description

AFL Queensland is the official state governing body for Australian Football in Queensland, operating participation programs (Auskick, Superkick, Local Footy, Nines, School Holiday Programs) for ages 4+ and sanctioning the premier QAFL and QAFLW competitions, funded through registration fees and sponsorships including NAB, Bond University, and TPIL Lawyers.

Ownership category

akta.pro rank

Product category

Sports Governance and Community Football Programs

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industry

National Governing Bodies (NGBs) (MPAKAFAC)

Keywords

• Community football programs
• Grassroots sports participation
• Football league competitions
• Coaching and umpiring
• School sports programs

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership and Registration Fees: AFL Queensland generates revenue through participant registration fees for various programs including Auskick, Local Footy, Superkick, and Nines, as well as junior membership offerings in collaboration with the Brisbane Lions and Gold Coast SUNS.
2. Sponsorship and Partnerships: The organization receives sponsorship revenue from partners including Bond University (sponsor of QAFLW) and TPIL Lawyers (sponsor of QAFL), as well as program sponsors like NAB (National Australia Bank) for Auskick and Superkick programs.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

AFL Queensland is the state governing body for Australian Football in Queensland, responsible for delivering participation programs (NAB AFL Auskick for ages 4-7, NAB AFL Superkick for ages 7-12, Local Footy for ages 7+, AFL Nines, School Holiday Programs), running state-level competitive leagues (TPIL Lawyers QAFL men's and Bond University QAFLW women's), and providing supporting infrastructure for coaches, umpires, schools, and volunteers across the state.

Product overview

AFL Queensland operates as a state governing body managing a multi-tiered product portfolio focused on participation football and competition delivery. The core offerings are structured around participant age groups: NAB AFL Auskick (ages 4–7) and NAB AFL Superkick (ages 7–12) serve as entry-level skill development programs, while Local Footy provides the community club pathway across Juniors, Youth, Seniors, and Masters divisions. AFL Nines and School Holiday Programs offer alternative engagement formats. Supporting infrastructure includes Coach Education Pathway, Umpire Programs, and Schools Programs that develop volunteer and educator capacity. The organization also sanctions elite competitions including Bond University QAFLW (women's league) and TPIL Lawyers QAFL (men's league). Play Zone provides digital engagement. Junior Membership Offerings create pathways linking community participants to professional club affiliations with Brisbane Lions and Gold Coast SUNS.

Differentiator

Problem solved

Functional benefit

Products and services

• NAB AFL Auskick Entry-level Australian Rules Football program for children ages 4-7, introducing fundamental football skills through play-based activities at local centres. Sponsored by NAB.
• Local Footy Community-based football competition and club network catering to players ages 7 and up, organized into Juniors (ages 7-12), Youth (ages 13-18), Seniors (18+), and Masters (35+) divisions.
• NAB AFL Superkick Modified football program for children ages 7-12 focusing on skill development and modified rules in a safe, inclusive environment at dedicated centres. Sponsored by NAB.
• AFL Nines Fast-paced nine-per-side football format for participants ages 13 and above, offering a condensed version of the sport.
• School Holiday Programs Structured football-themed holiday activities and programs delivered during school breaks for children and youth.
• Coach Education Pathway Structured accreditation and training program for coaches at all levels, from community volunteers to advanced coaches, including safety and inclusion training.
• Umpire Programs Training and development pathway for umpires including induction, education, and specific programs for women and girls in umpiring.
• Schools Programs Curriculum-aligned and extracurricular football programs delivered in educational settings, including teacher resources and professional learning.
• Junior Membership Offerings Collaborative membership packages with Brisbane Lions and Gold Coast SUNS offering exclusive benefits for 2025 junior participants.
• Bond University QAFLW Premier women's Australian Rules Football league in Queensland, featuring club competitions at the state level.
• TPIL Lawyers QAFL Top-level men's Queensland Australian Football League competition showcasing senior club football.

Named customers4 records

Segments6 records

Ideal customer profiles5 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, major and flagship.

• Brisbane LionscoreStrategic or Co-development PartnerBrisbane Lions, a professional AFL club, collaborates with AFL Queensland on junior membership offerings, providing exclusive benefits for 2025 junior participants. The partnership supports pathway development from community football to elite levels.
• Gold Coast SUNScoreStrategic or Co-development PartnerGold Coast SUNS, a professional AFL club, collaborates with AFL Queensland on junior membership offerings and community programs including the Gold Coast SUNS Academy coaching pathway for developing coaches.
• Bond UniversitymajorGTM or Marketing PartnerBond University holds naming rights sponsorship of the Bond University QAFLW (Queensland Australian Football League Women's), the premier women's competition in Queensland.
• TPIL LawyersmajorGTM or Marketing PartnerTPIL Lawyers holds naming rights sponsorship of the TPIL Lawyers QAFL (Queensland Australian Football League), the premier men's competition in Queensland.
• NAB (National Australia Bank)flagshipGTM or Marketing PartnerNAB is the naming sponsor for NAB AFL Auskick (ages 4-7) and NAB AFL Superkick (ages 7-12), the flagship entry-level programs for Australian Football participation.
• AFL (Australian Football League)coreStrategic or Co-development PartnerAFL Queensland operates as the state governing body under the AFL national organization, implementing AFL programs and initiatives throughout Queensland including national participation programs, elite competitions, and community football development.

Scale indicators1 record

Recent moves3 records

Expansion highlights5 records

Direct peers

• WA Football: Western Australian state football body running community programs and the WAFL state league. Another AFL-affiliated state organization with the same mandate as AFL Queensland — growing Australian Football in a non-Victorian market and feeding pathways to AFL clubs.
• AFL Victoria: State governing body for Australian Football in Victoria, AFL's heartland. Operates the same community participation programs (Auskick, Local Footy), premier state leagues, and pathways to AFL clubs — making it the closest structural and operational peer to AFL Queensland.
• AFL Tasmania: State governing body for Australian Football in Tasmania. Operates the same AFL program suite (Auskick, community football, state-level competitions) at a smaller scale, making it a comparable peer in structure if not in absolute size.
• AFL NSW/ACT: State governing body for Australian Football in New South Wales and the ACT, another non-traditional growth market. Operates the same program architecture (Auskick, Superkick, Local Footy, state leagues) and faces a similar competitive dynamic against rugby league, directly comparable to AFL Queensland's positioning.
• AFL Northern Territory: State governing body for Australian Football in the Northern Territory, focused on Indigenous participation and remote community programs. A structural peer to AFL Queensland, both being AFL state bodies operating in non-traditional AFL markets.
• SANFL (South Australian National Football League): South Australian state football body operating community participation programs and the SANFL state league. Functionally a direct peer to AFL Queensland as one of the AFL-affiliated state organizations, with comparable product structure and revenue mix.

Broad incumbents

• Queensland Rugby League: Governing body for rugby league in Queensland — the dominant competing sport in the same state. While not a peer in product, it competes for the same participants, sponsors, and government funding, and is the primary competitive headwind to AFL participation growth in Queensland.

Regional players

• Football Queensland: State governing body for football (soccer) in Queensland. Operates the same kind of state-level community participation and competition model as AFL Queensland, competing for the same junior participants and family registration budgets in the Queensland market.
• Queensland Cricket: State governing body for cricket in Queensland. Operates grassroots participation programs, school pathways, and elite competitions under a national federation model — directly comparable in structure and revenue mix (registrations + sponsorships) to AFL Queensland.
• Basketball Queensland: State governing body for basketball in Queensland. Runs community competitions, school programs, and elite state leagues on a comparable association model to AFL Queensland, competing for junior participation share in the same Queensland market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AFLQ
• Facebookfacebook.com/AFLQUEENSLAND

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 Queensland