Riddell District Football Netball League

What Riddell District Football Netball League does

The Riddell District Football Netball League (RDFNL) is a community-based, non-profit Australian Rules Football and Netball competition organizer based in Melton West, Victoria, Australia, operating continuously since at least 1946 and tracing its roots to 1912. The league governs competitions for 15+ member clubs across the Macedon Ranges, Melton, Gisborne, Wallan, Kyneton, Lancefield, Romsey, Diggers Rest, and Woodend-Hesket areas, running age-graded divisions from Under 9 through to open-age senior football (Seniors, Reserves, U19.5, U17, U15, U13, U11, U9) and netball from U11 through A Grade. It administers representative programs, interleague teams, and an academy that has produced 50+ AFL/AFLW draftees since 1993.

The league does not operate proprietary technology; its digital ecosystem is assembled from third-party platforms: PlayHQ for football fixtures and results, SportsTG for registrations and clearances, World Sport Action for netball live scoring, MyGameday for match day information, and StreamZone for live match streaming. RDFNL is led by a small central team of 6 staff under CEO Jordan Doyle, and is governed by a board with formal policies covering Players Points, Salary Cap, Concussion Management, Child Safety Standards, and a published 2024-2028 Strategic Plan. Sponsorship tiers (anchored by Community Bank Gisborne as naming rights partner and Melton Toyota as a major sponsor, alongside Greater Western Water, Macedon Ranges Family Law, Sherrin, and others) and member-club fees fund operations. RDFNL monetizes merchandise through the RDFNL Shop supplied by Loco Sportswear, with profits reinvested into community football and netball.

Name

Riddell District Football Netball League

Legal name

Riddell District Football Netball League

Website

https://rdfnl.com.au

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

1–10 employees

Short description

Riddell District Football Netball League is a Victorian community sports league that organizes Australian Rules Football and Netball competitions across 15+ member clubs in the Macedon Ranges region, running age-graded divisions from Under 9 to senior level and producing AFL/AFLW talent.

Ownership category

akta.pro rank

Product category

Community Sports League Administration

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKAFAC

National Governing Bodies (NGBs)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Rights Holders & Governing Bodies (Federations, Associations, Sanctioning Bodies)

Keywords

• Community sports league
• Amateur football competition
• Netball competition management
• Regional sporting association
• Grassroots sports organization

Headquarters

HQ city

Melton West

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Club Membership Fees: Clubs pay membership fees to the league to participate in organized competitions. The league states that funding from Community Bank Gisborne ensures club fees remain low.
2. Sponsorship Revenue: The league generates revenue through various sponsorship arrangements including naming rights (Community Bank Gisborne), match day officials apparel sponsorship, and general sponsors across multiple categories.
3. Merchandise Sales: The RDFNL operates a shop selling club apparel including guernseys, shorts, socks, and netball dresses through partner Loco Sportswear. All profits from shop sales are reinvested into community football and netball.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Riddell District Football Netball League (RDFNL) is a community-based sporting organization that organizes and administers Australian Rules Football and Netball competitions across the Macedon Ranges region of Victoria, Australia. The league runs structured competitions spanning senior, reserves and junior age grades (from U9 through to open age for football, and U11 through to A Grade for netball), manages player registrations and clearances, fields representative interleague teams, and supports affiliated member clubs with development services, coaching accreditation, and merchandise supply.

Product overview

Riddell District Football Netball League (RDFNL) is a community sports league that organizes Australian Rules Football and Netball competitions across the Macedon Ranges region of Victoria, Australia. The organization operates multiple competition divisions for both sports, including senior, reserves, and junior age categories spanning from Under 9 to Open Age. The league's digital ecosystem relies on third-party platforms for competition management, including PlayHQ for football fixtures and results, WorldSportAction for netball live scoring, SportsTG for clearances and registrations, and MyGameday for match day information. The league maintains a shop for merchandise (guernseys, netball dresses, socks, officials apparel) supplied through partner Loco Sportswear. RDFNL provides a centralized Match Centre and Media Hub for results dissemination and also supports community initiatives including the Tackle Your Feelings mental health program.

Differentiator

Problem solved

Functional benefit

Products and services

• Senior Football Competition (Bendigo Bank Seniors) Open-age senior Australian Rules Football competition administered by RDFNL for member clubs in the Macedon Ranges region. Named for sponsor Community Bank Gisborne (Bendigo Bank). Fixtures and results managed via PlayHQ and MyGameday.
• Reserves Football Competition (Melton Toyota Reserves) Reserves grade Australian Rules Football competition for member clubs, sponsored by Melton Toyota. Provides a second-tier senior competition aligned with the senior grade.
• Junior Football Competitions (U19.5 through U9) Junior Australian Rules Football competitions across multiple age grades: U19.5 (sponsored by Macedon Ranges Family Law), U17, U15, U13, U11 and U9. Provides organised competitive football pathways for young players through member clubs.
• Senior and Junior Netball Competitions (Greater Western Water named grades) Netball competitions administered by RDFNL spanning A Grade, B Grade, C Grade, 19 & Under and junior grades through U11. Named grades sponsored by Greater Western Water. Fixtures and live scoring managed via World Sport Action.
• RDFNL Representative and Interleague Programs Representative and interleague teams for football and netball, including football representative programs and netball interleague teams, providing pathways to higher levels (TAC Cup, VFL/AFL/AFLW and elite netball).
• RDFNL Academy Academy program providing development opportunities for talented players as part of the league's talent pathway offering.
• RDFNL Shop (Merchandise) Merchandise service operated by RDFNL selling club apparel including football guernseys, netball dresses, shorts and socks, supplied by official partner Loco Sportswear. Profits are reinvested into community football and netball.
• Player Registrations and Clearances Player registration and clearance service for member clubs, processed through the SportsTG platform, supporting movement of players between clubs and league compliance.

Quantifiable outcome

• Over 50 AFL/AFLW draftees produced since 1993

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Community Bank Gisborne (Bendigo Bank)coreGTM or Marketing Partner · 1 January 2021Major and Naming Rights Sponsor for RDFNL since 2021. Community Bank Gisborne provides funding that ensures club fees remain low and accessible. They sponsor the Senior & Junior Finals Series, match day officials apparel, and junior competitions including Junior Boys, Junior Girls and Netball.
• Melton ToyotacoreGTM or Marketing PartnerMajor sponsor of the RDFNL. Melton Toyota, owned by Grant Harrison, sponsors the Reserves competition and provides ongoing support for the league.
• Macedon Ranges Family LawminorGTM or Marketing PartnerSponsor of the Under 19.5 football competition (Macedon Ranges Family Law Under 19.5).
• Victor SportscoreStrategic or Co-development PartnerMedical supplier partner providing sports medicine, first aid, sports equipment and custom branded equipment. Extended partnership for 2 years in 2026. RDFNL clubs receive 10% discount on Victor and Maxiplast sports medicine products and 5% discount on other brands.
• Tackle Your FeelingscoreStrategic or Co-development PartnerFree mental health program for community football/netball clubs delivered by local psychologists. Program aims to help participants understand, recognise and respond to signs of mental ill-health. Delivered to over 10,000 participants across Australia since 2019.
• Loco SportswearcoreStrategic or Co-development PartnerOfficial apparel supplier providing custom technical apparel including football guernseys, netball dresses, shorts and socks. RDFNL Shop profits are reinvested into community football and netball.
• PlayHQcoreTechnology or IntegrationCompetition management platform used for fixtures, results and football competition management.
• World Sport ActioncoreTechnology or IntegrationNetball live scoring platform used for RDFNL netball fixtures and results.
• Greater Western WaterminorGTM or Marketing PartnerNaming rights sponsor for senior netball competitions (Greater Western Water A Grade, B Grade, C Grade, 19 & Under).
• RoutleysminorGTM or Marketing PartnerSponsor providing canteen supplies with order forms available through the RDFNL Shop.
• Hardwick's of KynetonminorGTM or Marketing PartnerCanteen supplier sponsor with order forms available through the RDFNL Shop.
• Safe As 3 HousesminorGTM or Marketing PartnerCommunity safety sponsor.
• Ontime Delivery SolutionsminorGTM or Marketing PartnerDelivery solutions sponsor presented alongside results and news.
• SEDA College VictoriaminorGTM or Marketing PartnerEducation partner sponsor.
• Transport Accident Commission (TAC)minorGTM or Marketing PartnerRoad safety sponsor.
• Macedon Ranges HealthminorGTM or Marketing PartnerHealth services sponsor.
• Sunbury Cobaw Community HealthminorGTM or Marketing PartnerCommunity health services sponsor.
• Fight MNDminorGTM or Marketing PartnerMotor Neurone Disease awareness sponsor.
• SherrinminorStrategic or Co-development PartnerOfficial football supplier partner.
• Melton Entertainment ParkminorGTM or Marketing PartnerEntertainment venue sponsor.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RDFNL
• Facebookfacebook.com/RDFNL
• Instagraminstagram.com/riddelldistrictfnl
• LinkedInlinkedin.com/company/riddell-district-football-netball-league

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Riddell District Football Netball League