AFL Sets Sights on India with Landmark Long-Term Growth Strategy

The Australian Football League (AFL) has officially unveiled a long-term strategy to establish Australian Rules Football as a major sport within India, signalling a massive push into the world’s most populous and sport-obsessed nation.

The organisation has set an ambitious target to increase local participation to more than 100,000 registered participants over the coming years, positioning India as the primary focus for the code’s international expansion. This move not only seeks to cultivate a new sporting fanbase but also aims to strengthen the deep-rooted cultural and diplomatic ties between India and Australia.

AFL CEO Andrew Dillon, who recently inspected the progress of the game during a visit to the AFL India National Championships in Ranchi, emphasised that the region represents a significant long-term commercial and cultural opportunity. 

“When I visited India earlier this year, I saw firsthand the passion and commitment of the volunteers, players, coaches, umpires who have built Australian Rules Football from the ground up.”

“One of the world’s most passionate sporting nations and as our fastest growing international market, the AFL’s India strategy is focused on growing participation, strengthening grassroots opportunities and creating a clear pathway for more people to play our game in India,” Dillon said.

The unveiling occurred during a visit by Prime Minister Anthony Albanese and Prime Minister Narendra Modi to the Melbourne Cricket Ground, highlighting the diplomatic weight of the partnership.

The AFL’s strategy is designed to create a sustainable, end-to-end pathway for the sport, focusing heavily on grassroots development, youth academies, and coaching infrastructure. The plan includes significant investment in women’s and girls’ participation programs, the establishment of the AFL India Talent Academy to professionalise player development, and the distribution of thousands of Sherrin footballs and essential equipment to schools and clubs across regional hubs.

Since the game was first introduced in the country in 2008, it has experienced organic growth, with thousands of participants across many states. The new strategy shifts this into a more formalised, investment-led phase.

Beyond participation, the league is also doubling down on its engagement with the Australian Indian community. By supporting initiatives like the Cultural Heritage Series, AFL Khel, and Hindi-language broadcasts, the AFL is ensuring that the growth of the game resonates with the rapidly growing Indian diaspora, creating a bridge between local community engagement and international development.

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