‘Football Budget’ Revived Through SEG and AFL Record Partnership

Sports Entertainment Group (SEG) and the AFL Record have announced the official return of The Football Budget.

The 105-year-old publication, which was abruptly shuttered earlier this year, will return to fans starting this Easter long weekend, following a significant community and stakeholder backlash regarding the loss of the historic title.

First published in 1921 (originally as the WA Footballer), the publication has been the definitive chronicle of the WAFL and WAFLW for over a century.

Under the new agreement, The Football Budget will be integrated as a 24-page special lift-out within all Western Australian editions of the AFL Record, ensuring the brand reaches a wider audience than ever before.

Emphasising that the decision to step in was driven by the publication’s deep cultural value, SEG CEO, Craig Hutchison, said: “The Football Budget is part of the fabric of WA football.”

“When it was taken away, the reaction made it clear just how much it means to people. We’re incredibly proud to ensure this piece of football history continues,” Hutchison said. 

Highlighting the expanded reach of the new format, WA Football executive manager of Brand and Growth, Todd Baker, said: “The WAFL Football Budget will have more eyeballs on it than ever before… footy fans will be able to access it at Optus Stadium as well as every WAFL venue.”

Strategic Distribution and Digital Integration

The revival strategy focuses on maximising visibility across both elite and grassroots platforms. The publication will be available through multiple touchpoints:

• Optus Stadium: Distributed at all AFL home games in Perth as part of the AFL Record.
• WAFL Venues: Retaining its traditional place at the gates of local suburban grounds.
• Digital Access: Available globally via the AFL Record website and digital platforms.

The move ensures that the Sullivan Logistics WAFL and ATCO WAFLW seasons receive premium coverage, featuring exclusive team lists, club features, and historical analysis that has defined the “Budget” for generations.

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