AFL Taps Creator Economy with DanDoesFooty Watchalong Experiment

The AFL will this weekend pilot a new digital initiative designed to tap into shifting consumption habits among younger audiences, partnering with creator and podcaster Dan Gorringe, known as DanDoesFooty, to deliver a live “Ultimate Footy Watchalong” during the preliminary final between Collingwood and Brisbane.

The live stream, available via the AFL’s YouTube channel and AFL Live App, will run concurrently with official match broadcasts on Channel 7, 7Plus, Kayo and Fox Footy. Gorringe, who has built an audience of more than three million followers across Instagram and TikTok, will host a second-screen experience featuring creators, AFL/AFLW players and celebrities reacting to the match.

AFL’s Executive General Manager of Customer and Commercial, Bec Haagsma, said the watchalong is designed to align with how younger audiences are consuming live sport.

“The Ultimate Footy Watchalong is all about providing an experience in tune with younger audience consumption habits, encouraging the connection between the game and the online audience,” she said.

For Gorringe, who transitioned from AFL playing to digital content creation, the partnership signals a shift in how leagues are willing to collaborate with independent media.

“This is just the beginning of modernising how fans experience footy, especially for younger generations who want to immerse themselves in the game differently,” he said.

The trial underscores how sporting codes are experimenting with new formats to maintain relevance in a fragmented media landscape. The success of this pilot could inform future collaborations with influencers and non-traditional media partners, creating additional sponsorship and fan engagement opportunities.

The watchalong will be available to stream from 4.30pm AEST this Saturday, 20 September, coinciding with the preliminary final clash at the MCG.

Its performance will be closely monitored as the AFL considers how such activations might fit into broader digital and commercial strategies ahead of the Grand Final and beyond.

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