AFL State of Origin Returns to Perth for 2026 Commercial Showcase

The AFL and the Western Australian Government have announced a massive week-long festival of football to celebrate the return of State of Origin, with Victoria and Western Australia set to clash at a sold-out Optus Stadium on 14 February 2026.

The exclusive “Valentine’s Day” fixture, branded as the AAMI AFL Origin, marks the first elite-level representative match in 27 years, serving as a primary pillar of the WA Government’s economic diversification strategy led by Tourism Western Australia.

With 60,000 tickets exhausted within weeks, the AFL is using the pre-season window to pilot the return of the “Big V” and “Black Swan” brands, attracting a national broadcast audience across Channel 7, Fox Sports, and Kayo.

The organisation is also leveraging the event to drive deep fan engagement through “Footy Fest,” a two-day activation hub expected to draw tens of thousands to the Stadium Park precinct.

Commenting on the week-long program, AFL CEO, Andrew Dillon, said: “Origin is one of the great traditions of our game, and this sell-out showcases how state pride deeply resonates amongst players and fans alike.”

“I would like to thank Premier Roger Cook and the WA Government for their support in delivering this exciting event for our code,” Dillon said.

Fremantle star and Victorian representative, Caleb Serong, added: “I am pumped to play for Victoria and put on a show for the sold-out crowd.”

“The fan-friendly activities sound awesome and I can’t wait to see the atmosphere at the open training on Friday,” Serong said.

Commercial Activation & Partner Integration

The event features a combination of AFL’s top-tier commercial partners, focusing on immersive fan experiences:

• AAMI Lucky Kick: As the naming rights partner, AAMI will host goal-kicking activations at Footy Fest with ticket giveaways.
• McDonald’s Player Cards: Fans can create customised, physical footy cards via a digital photobooth, a key data-capture initiative for “Macca’s.”
• The Origin Locker Room: A pop-up retail hub in Forrest Place featuring exclusive collaborations with WA streetwear brand Street X and retro apparel from Mitchell & Ness.
• Dan Does Footy: In a move toward creator-led engagement, Australia’s top sports podcast will host a live, free show at the amphitheatre on Friday night.

Economic Impact

Thousands of visitors are expected from Victoria and South Australia, with the fixture serving as the only Origin match scheduled for the 2026 calendar.

A portion of the commercial revenue is reserved for Western Australian Football Commission grassroots initiatives.

Landmarks across Perth will light up in navy and gold, while a “CBD Scavenger Hunt” drives foot traffic toward local retail and hospitality businesses.

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