AFL Restructures Media Operations as Shift Toward Creator-Led Content Accelerates

The AFL is undergoing one of its most significant media restructures in years, a strategic turn-away from traditional in-house production in favour of external content creators, digital specialists and third-party production partners. 

The shake-up reflects a broader repositioning of how the league intends to reach and engage fans, particularly younger audiences who increasingly consume sport through digital-first channels.

Under the changes, the AFL will decommission its primary in-house production facility, Studio A at AFL House, and reduce the size of its internal production team. Content creation will instead be supported through a network of “strategic partners,” including independent creators, specialist production agencies and existing broadcast collaborators.

The move aligns with long-running trends showing fans shifting away from legacy media and towards social platforms, short-form video and personalised creator-driven content.

Central to the transition is the establishment of the “AFL Digital Network,” which will oversee content strategy across the league’s owned media channels. The unit will prioritise social and editorial output designed to maximise reach and engagement, with a focus on flexibility, speed and digital relevance.

The league has positioned the restructure as a necessary evolution as consumption habits change and the role of sport media becomes increasingly distributed across multiple platforms.

Leagues and teams are now reconfiguring operations to meet audiences where they are, on mobile devices, through influencers and via formats that prioritise immediacy and relatability.

For the AFL, the strategy is expected to accelerate its footprint across content types such as highlights packages, behind-the-scenes storytelling, fan-generated media, podcasts and real-time social content.

While front-facing journalism and commentary roles are not expected to be impacted, redundancies have occurred across production and support functions. The AFL has notified affected staff and commenced transition processes.

For fans, the league anticipates a more contemporary and platform-diverse content experience across AFL and AFLW, emphasising accessibility and engagement beyond conventional broadcast windows.

The restructure represents a strategic reset for the AFL as it adapts to a media landscape that prioritises creators, community-driven content and digital distribution over traditional studio-based production.

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