Australian Football League Mandates AFL iD Integration Across AFL Live App Platform

The Australian Football League (AFL) has announced the implementation of mandatory AFL iD login integration across the official AFL Live App, establishing a centralised digital identity framework to deepen fan engagement across its national supporter base.Effective from midday Monday, 16 November 2026, users will be required to sign in with an AFL iD to access match coverage, news, video streams, live scoring, and statistics.

The digital transition is designed to enhance direct-to-consumer data integration between the governing body and its 18 member clubs. While all core content and features on the AFL Live App will remain free of charge, the login architecture enables customised editorial feeds, tailored team notification settings, and centralised user management over communication and advertising preferences, including automated age-appropriate ad delivery systems across digital properties.

Highlighting the importance of digital transformation in supporting the long-term commercial growth of the sport, AFL executive general manager – customer, commercial and technology, Bec Haagsma, said: “Millions of Australians read, watch, listen and follow footy, and we want to build a stronger relationship with them.”

“AFL iD login helps us do that.

“It allows the AFL and clubs to communicate better with fans, tailor our editorial and provide more relevant offers, which supports the long-term growth of the game.

“For fans, it means a more personalised experience that remembers the things that matter to them, with greater control over their communication and advertising preferences, while ensuring their safety and security,” Haagsma said.

Haagsma also confirmed that access terms for live scores, breaking news, and match coverage would remain unchanged.

“Importantly, the content and features fans already enjoy through the AFL Live App will remain free.”

“This change is about making that experience more relevant and useful each time they return,” Haagsma said. 

The AFL iD platform unifies user credentials across the league’s digital and community ecosystems:

• Single Sign-On Integration: Existing users of AFL Fantasy, AFL Tipping, and grassroots community football platforms can log into the AFL Live App using their established AFL iD credentials without creating a new profile.
• Commercial & Club Data Alignment: Enables the AFL and individual clubs to deliver targeted partner offers, customized member communication sequences, and personalized digital media content based on individual fan preferences.
• Enhanced User Privacy Controls: Grants users consolidated control over data privacy settings, direct marketing opt-ins, and targeted advertising delivery across all AFL digital products.

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