AFL Targets 10 Million Fans

AFL CEO Andrew Dillon has unveiled an ambitious plan to push total attendances at AFL and AFLW games and events beyond the 10 million fan barrier over the next three years. After a record-breaking year in 2024, with 9,219,524 fans attending matches and events, the AFL aims to expand its reach further, strengthening its status as Australia’s most-attended sport.

The Path to 10 Million

Dillon has challenged the AFL’s leadership to build on existing successes, forecasting 9.5 million attendees in 2025 and striving to break the 10 million mark soon after. A key target also includes growing club and AFL memberships beyond 2 million, up from the current 1.31 million members, meaning 1 in 21 Australians is already a paid-up AFL club member.

Dillon’s vision extends beyond the professional leagues, aiming for over 10 million attendees at community games annually. The current estimate is 9 million, and increased participation at local footy matches will be central to achieving this goal.

Key Strategies for Growth

To reach these targets, the AFL plans to implement several key initiatives:

• Elevating Marquee Events – Collaborating with the 18 AFL clubs to turn more fixtures into high-profile matches, expanding on events like Gather Round, the Finals Series, and the Grand Final Festival.
• Boosting AFLW Crowds – Driving double-digit percentage increases in attendance by investing in scheduling, marketing, and enhancing the fan experience.
• Increasing Membership Engagement – Encouraging club members to attend more games and boosting overall membership.
• Exploring AFL Representative Matches – Building on the success of the Indigenous All Stars concept to bring new representative fixtures to life.
• Investing in Community Football – Allocating 10% of football revenue to grow grassroots participation beyond 1 million players by 2033, particularly in Western Sydney and Queensland.
• Engaging Diverse Communities – Strengthening relationships with Indigenous, Indian, and Chinese communities to increase interest and participation.
• Keeping AFL Affordable – Maintaining General Admission prices at Marvel Stadium and the MCG at $27 for the seventh consecutive year.

AFL’s Expanding Event Culture

Dillon emphasized the importance of big event culture, crediting clubs with successfully growing blockbusters such as Anzac Day, Dreamtime at the ‘G, and King’s Birthday’s Freeze MND event. He sees enormous potential to expand major events, attract new fans, and create festival-like experiences around games.

“The drive to 10 million is not just about numbers — it’s about evolving the game, broadening its reach, and strengthening its connection with old and new fans,” Dillon said. “It’s a commitment to ensuring Australian football remains Australia’s most-attended sport and a global leader in women’s sport.”

Growing AFLW & Community Football

A key part of the strategy will be developing AFLW marquee games and events, cross-promotions with the AFL, and deeper engagement with grassroots footy. This investment will ensure AFLW reaches new audiences and builds on its rapid growth.

Additionally, the AFL will continue to explore ways to engage multicultural communities with innovative activations like the Kabaddi experiment, which saw former AFL players compete against an Indian team, creating momentum in engaging Australia’s Indian community.

Media Growth and Future Engagement

Beyond attendance figures, Dillon is also focused on growing the TV audience. He highlights that 400 million hours of AFL were watched last year—40% more than the next closest sport. He believes more blockbuster games and close contests will continue to drive higher viewership.

“We introduced Superkick last year to transition kids from NAB AFL Auskick into community football, and we need to keep innovating to ensure AFL remains an attractive and accessible option for families,” Dillon said.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!