AFL North East Border

What AFL North East Border does

AFL North East Border (AFLNEB) is the regional governing body for Australian Rules football across North East Victoria and the southern New South Wales border, established in 2013 and affiliated with AFL Victoria Country. It coordinates seven football and netball leagues — Ovens & King FNL, Wangaratta & District JFL, Albury Wodonga JFL, Tallangatta & District FL, Upper Murray FNL, Ovens & Murray FNL, and the AFLNEB Female Football League — covering more than 60 member clubs across 11 Local Government Areas. Operations are run from a primary Regional Administration Centre in Wodonga and a satellite office at the Wangaratta Showgrounds, governed by a 9-person independent Commission with Region Manager Zac Hedin leading a small executive team including league managers, an academy manager, a club development lead, and an operations manager.

AFLNEB's product portfolio centres on league administration, talent pathways (V/Line Cup, the LaTrobe University Junior Interleague Carnival, and the Female Football Academy for ages 12–14), and community participation programs including AFL Auskick, club development workshops, and umpire and coach accreditation. Technology is sourced from third parties — Rookie Me for coaching resources (Coach Premium) and game day management (Rookie Me Play), Play.AFL for national registrations, Mailchimp for newsletters, and standard web analytics — with no proprietary platforms disclosed. The Female Football League's U12, U14, U17, and Open Women's grades operate under naming rights sponsorship from Fernwood Fitness.

Revenue is generated from club affiliation and registration fees, multi-tier sponsorship (Fernwood Fitness, La Trobe University, Hume Bank, Commercial Club Albury, Loco Sportswear, APCO, Telstra, Toyota, Lewis Dickson Homes), and government grants administered through AFL Victoria and the Victorian/NSW Governments, notably the Country Football Netball Program and Telstra Footy Country Grants. AFLNEB also pursues ecosystem partnerships including VACCA for Indigenous family welfare, CDS Vic for recycling-linked fundraising, and the Victorian Responsible Gambling Foundation for the Love the Game program. No revenue, headcount, or financial figures are publicly disclosed.

Name

AFL North East Border

Legal name

AFL North East Border

Website

https://aflneb.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

AFL North East Border (AFLNEB) is a regional Australian Rules football governing body, established in 2013, that coordinates seven leagues and over 60 clubs across 11 Local Government Areas in North East Victoria and southern New South Wales. It delivers competitions, talent pathways, Auskick programs, and club development services through community clubs and third-party technology partners.

Ownership category

akta.pro rank

Product category

Community Sports League Administration

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Regional/Continental Confederations & Associations (MPAKAFAD)

akta.pro secondary industries

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

Keywords

• Community football leagues
• Sports governance services
• Junior football programs
• Netball league administration
• Female football competitions

Headquarters

HQ city

Wangaratta

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Club Memberships and Affiliation Fees: Clubs pay affiliation fees to be part of AFLNEB leagues and competitions. Revenue from league operations including registration and participation fees.
2. Sponsorship and Partnerships: Naming rights sponsors (e.g., Fernwood Fitness for Female Football League), commercial partners, and corporate sponsorship arrangements.
3. Government Funding and Grants: Receives funding from AFL Victoria, Victorian Government, and NSW Government for infrastructure development, community football programs, and facility upgrades through programs like Country Football Netball Program and Telstra Footy Country Grants.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

AFL North East Border is the regional governing body for Australian Rules Football across the North East Victoria / southern NSW border region. It structures, administers, and governs community competitions across 7 leagues and 60+ affiliated clubs, running Auskick (junior), senior men's, women's football, and netball competitions, and providing centralized registration, governance, and player pathways for the regional football community.

Product overview

AFL North East Border is a regional governing body for Australian Rules football overseeing over 60 clubs across 7 leagues in North East Victoria. The organization's core offering is its league administration and governance structure, which encompasses multiple football and netball competitions including the Ovens & King FNL, Wangaratta & District JFL, Albury Wodonga JFL, Tallangatta & District FL, Upper Murray FNL, Ovens & Murray FNL, and the AFLNEB Female Football League. Supporting the core leagues are supplementary programs including AFL Auskick introductory sessions, the annual LaTrobe University Junior Carnival, V/Line Cup interleague competition, Club Development Days, and the APCO Volunteer Recognition Program. Technology partnerships with Rookie Me provide digital coaching resources (Coach Premium) and game day management tools (Play) for member clubs and coaches.

Differentiator

Problem solved

Functional benefit

Products and services

• Auskick Junior Football Program Beginner-level Australian Rules Football program for young children, run through AFLNEB-affiliated clubs and centres across the North East Victoria / southern NSW border region. Designed for junior participants and their families as an entry point into community football.
• Senior Men's Football Competitions Official senior-grade men's Australian Rules Football competitions organized across 7 leagues within the AFL North East Border region, contested by more than 60 affiliated clubs. Provided for adult amateur players competing at community level.
• Women's Football Competitions Official women's Australian Rules Football competitions administered by AFLNEB across its regional leagues, providing female players with structured graded competition pathways alongside the men's and netball programs.
• Netball League Competitions Netball league competitions administered by AFLNEB alongside its football competitions, providing affiliated clubs and participants with structured netball competition across the North East border region.
• Club Affiliation and Registration Services Centralized affiliation, governance, and player registration services offered by AFLNEB to more than 60 member football and netball clubs across the region, including access to official competition structures, governance frameworks, and the Rookie Me registration platform.

Quantifiable outcome

• Wangaratta Auskick centre was the biggest in Victoria in 2025, regularly one of the biggest in the state/nation
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

16 partnerships are on record, tiered flagship, strategic, core, major and minor.

• La Trobe University Albury-WodongaflagshipStrategic or Co-development Partner · 23 May 2025La Trobe University is naming rights sponsor of the AFLNEB LaTrobe University Junior Interleague Carnival (18th year in 2025). Hosts Club Development Day at their campus. Supports talent identification and development in the region.
• Victorian Aboriginal Child Care Agency (VACCA)strategicStrategic or Co-development Partner · 5 June 2023VACCA is AFLNEB's preferred Family Welfare Organisation. Victoria's leading Aboriginal child and family services organization (ACCO) with 45+ years supporting children, young people, and families. Partnership includes attending local matches, events, and supporting indigenous round events across local leagues.
• Rookie MecoreTechnology or Integration · 1 March 2023Rookie Me is the Official Coach and Game Day Technology Partner of AFLNEB. Provides Rookie Me Coach Premium (training activities, sessions, tools, educational resources) to coaches across WDJFL, AWJFL, TDFL, and NEB FFL. Some clubs access Rookie Me Play for fair game time management, player rotations, and statistics.
• Rookie Me (Female Football League)coreTechnology or Integration · 1 March 2023Rookie Me serves as Official Game Day Technology Partner for the AFLNEB Female Football League, providing digital match day platform for fair game time, player rotations and statistics for teams.
• Fernwood FitnessflagshipStrategic or Co-development Partner · 16 December 2022Fernwood Fitness committed as the major naming rights sponsor for the Fernwood Fitness AFL North East Border Female Football League for three seasons. Fernwood supports sustained growth of female football in the region as the league expands. Both organizations share values of providing opportunities for females in sport and physical activity.
• Hume BankmajorGTM or Marketing PartnerRegional partner supporting AFLNEB programs and Junior Carnival. Financial services partner with strong North East Victoria presence.
• Commercial Club AlburymajorGTM or Marketing PartnerLong-standing regional partner hosting Female Football League season award events. Supports community football in the Albury Wodonga region.
• Loco Apparel / Loco SportswearmajorGTM or Marketing PartnerRegional partner providing sportswear and apparel. Supports AFLNEB programs and Junior Carnival with online club stores for clubs.
• APCOmajorGTM or Marketing PartnerLong-standing partner supporting AFLNEB Volunteer Recognition Program since 2024. Provides $50 APCO vouchers for recognized volunteers each week throughout the footy season.
• CDS Vic (Container Deposit Scheme Victoria)strategicStrategic or Co-development PartnerCDS Vic is the Official Recycling Partner of AFL Victoria until end of 2027. Partnership helps local football clubs raise funds and become more sustainable through container deposit recycling.
• North East MediaminorGTM or Marketing PartnerRegional media partner supporting AFLNEB coverage and promotion in the North East region.
• Toyota AustraliamajorGTM or Marketing PartnerToyota has been supporting grassroots clubs since 2015 through the Good For Footy Raffle program. In 2024, helped raise $1,242,865 across 913 clubs nationally. Provides free promotional tools for clubs to fundraise.
• Lewis Dickson HomesmajorGTM or Marketing PartnerMajor sponsor of Albury Wodonga Junior Football League. Supports AWJFL premiership and season awards programs.
• Victorian Responsible Gambling FoundationminorStrategic or Co-development PartnerPartnership under the Love the Game Not the Odds program to promote responsible gambling awareness in sport.
• V/LinemajorStrategic or Co-development PartnerV/Line Cup regional talent pathway program. NEB teams compete against Goulburn Murray and Greater Western Victoria teams in annual carnival in Ballarat.
• Sporting Fine ArtminorGTM or Marketing PartnerPartner providing sporting memorabilia and artwork services to AFLNEB leagues and clubs.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Hampden Football Netball League: Regional senior football and netball league in Western Victoria operating under AFL Victoria Country; comparable in scale, community structure, and reliance on volunteer-driven club operations to AFLNEB's Ovens & King and Ovens & Murray FNLs.
• Nepean Football League: Regional football and netball league in NSW serving the Nepean region; comparable community football governance model with affiliated clubs, although operating under AFL NSW/ACT rather than AFL Victoria.
• Wimmera Football League: Regional football league in Western Victoria covering the Wimmera region; similar rural/community structure, club affiliation model, and AFL Victoria Country affiliation as AFLNEB.
• Goulburn Valley Football League: Regional football and netball league in the Goulburn Valley of Victoria; co-participant with AFLNEB in the V/Line Cup interleague competition and operates a comparable community football model with affiliated clubs.
• Gippsland Football League: Regional senior football and netball league in Gippsland, Victoria; similar in scale, volunteer-driven structure, and AFL Victoria Country affiliation, providing a like-for-like benchmark for community league operations.
• Murray Football Netball League (RFL): Regional football and netball league in the Riverina region of NSW, adjacent to AFLNEB's NSW border footprint; comparable in operating model and community-sport structure.
• Murray Football League (Murray FNL): Regional football and netball league in the adjoining Murray region, co-located with AFLNEB's footprint; one of the seven leagues currently governed under AFLNEB administration and a comparable regional competitor in adjacent geography.

Broad incumbents

• AFL Victoria: State-level governing body for Australian Rules Football in Victoria, directly affiliated with AFLNEB and the umbrella organisation for community football programs, leagues, talent pathways and Auskick across the state.

Direct peers

• AFL Goldfields: Regional AFL Victoria affiliate covering the Goldfields region of Victoria with a comparable structure of community football leagues, junior programs and club affiliations — the closest operational analogue to AFLNEB.
• AFL Central Victoria: Regional AFL Victoria affiliate operating in the Central Victorian region; structurally identical to AFLNEB as a regional governing body coordinating multiple community football leagues and Auskick centres.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/afl-north-east-border

Compliance1 record

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 North East Border