Medibank Teams Up with the AFL’s Ahead of the Game

Health insurer, Medibank, has deepened its commitment to the Australian sporting landscape by entering a partnership with the AFL’s flagship youth mental health and wellbeing initiative, Ahead of the Game.

This collaboration builds upon Medibank’s existing association with the AFLW and focuses on scaling the reach of mental fitness and resilience training for young people within community football clubs. Since the initiative’s inception in 2024, the program has engaged more than 40,000 participants nationwide, providing players, parents, coaches, and volunteers with the necessary tools to navigate mental health challenges.

The partnership specifically targets the expansion of The Challenge W, an adapted version of the program tailored for women and girls in community football. This initiative provides content designed to be relevant and relatable to the specific experiences of female participants in the sport.

Noting that the program’s focus on community sport provides a vital platform for building mental fitness, Medibank group medical director and GP, Dr Shona Sundaraj, said: “Being part of a sporting community is about more than physical fitness, it’s an opportunity for young people to connect and feel part of something.”

“The Challenge W program places emphasis on team connection and peer support which is so important for young women and girls when facing challenges both on and off the field.

“We’re proud to partner with the AFL’s Ahead of the Game program, so that more young players across the country can learn valuable mental fitness skills and grow their knowledge in how to look after their mental heath and wellbeing,” Dr Sundaraj said.

Highlighting the commercial and social significance of welcoming a partner with Medibank’s health expertise, AFL head of health and wellbeing, Dr Kate Hall, added: “On behalf of the AFL, we’re thrilled to welcome Medibank as one of the supporting partners of Ahead of the Game.”

“The Challenge W was designed with and for young women and girls in our game to help them build practical mental fitness skills, including emotional regulation, problem solving and healthy coping strategies they can use on and off the field, with the support of their team. With Medibank’s support, we’ll continue expanding the reach and impact of the Challenge W, helping more women and girls build vital mental fitness skills through community football clubs across Australia.”

The program leverages the influence of AFLW players who serve as trained facilitators, ensuring the curriculum is delivered by recognised role models. A recent pilot session for the adapted program was successfully hosted at Beaumaris Football Club on 23 June by St Kilda AFLW players Serene Watson and Olivia Vesely, demonstrating the league’s commitment to tangible, community-level delivery.