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The AFL is showcasing the inclusive, welcoming and high energy nature of local football via its new brand campaign for AFL PLAY - launched to coincide with summer school holidays.

AFL PLAY welcomes you to a world full of possibilities to play, explore and connect with Australian Rules Football.

The campaign is deliberately fresh and dynamic for football and aims to target both new and highly engaged audiences in a non-traditional and exciting way. The campaign also reiterates there are many ways people can play.

AFL Executive General Manager Game Development, Rob Auld, said the new campaign is all about connecting with children, youth and families and building a community that celebrates all the different ways you can play.

Auld noted “The AFL PLAY brand is the gateway for kids, youth and families to explore the endless ways you can connect with footy.

“Through AFL PLAY, we are building an inclusive and accessible community that celebrates the power of play and all the different ways our fans enjoy our game.”

From local club competitions, dynamic social formats of the game, NAB AFL Auskick and NAB AFL Superkick, to entertaining interactive digital platforms and social communities, AFL PLAY has something for everyone.

Auld adds “The heroes and stars of AFL PLAY are our current and future participants. We showcase all the different ways our fans engage with AFL, which includes everything from streaming the Asia Cup on AFL PLAY YouTube channel, featuring the best photos from our junior and senior footy competitions @AFLPLAY on Instagram, and giving kids a chance to design their own Sherrin.”

The video-led campaign is supported by a national cinema buy across more than 300 locations, aligning with the most popular family film releases for the summer. The campaign will be extended across AFL PLAY social channels with a variety of content from health and fitness to music, dance and trends – showcasing the many ways you can connect with footy.

The AFL PLAY website, play. afl will also be refreshed and visitors can now take a quiz to find out quickly how they can play their way. With social and competitive offerings for all ages, there is something for everyone at AFL PLAY.

Developed with AFL Studios, the brand video and 2D campaign will go live across AFL channels from today, Wednesday 11th December.

Watch the new brand campaign video for AFL PLAY here!

For more information on all the different ways you can play, go to play.AFL. 

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