Strategic Imperatives for the AFL to Address by 2026: A Forward-Looking Agenda for Enhanced Performance and Growth

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AFL Faces Calls for Radical Fixture Overhaul and Rule Changes

Published: September 29, 2025

Growing discontent surrounds the current australian Football League (AFL) governance’s approach to fixture planning and rule implementation, with many calling for a more equitable and strategically sound system. The core argument centers on creating a sustainable commercial model that genuinely affords every club a realistic pathway to contention.

The Fixture Debate: A Return to Fairness

Critics contend that the current scheduling often prioritizes short-term gains over long-term competitive balance. A proposed solution involves a revised fixture format where each of the 19 teams plays every other team once during the first 18 rounds.This would be followed by a scheduling phase focused on traditional rivalries, enhancing fan engagement and fostering league-wide excitement.

Pre-Finals Bye Scrutiny: Does It Help or Hinder?

The introduction of a pre-finals bye in 2016 has come under increasing scrutiny. Evidence suggests it may be creating uncertainty in team preparation, with the Brisbane Lions’ recent success – winning the premiership after utilizing the bye – juxtaposed against a rising number of top-four teams being eliminated in straight sets since its inception. This raises serious questions about the effectiveness of this format.

Thursday Night Football: A Scheduling Imbalance

Concerns have also been raised regarding the consistent scheduling of high-profile teams like Carlton, Collingwood, Hawthorn, and Essendon on Thursday nights. There is a growing demand for a more equitable rotation of clubs and game locations to distribute viewership and supporter burden more evenly. Data analysis should prioritize form over membership numbers when finalizing the floating fixture, fostering a merit-based approach.

The Sub Rule: A Source of Coaching Dilemmas

Geelong Coach Chris Scott has publicly expressed his desire to abolish the substitute player rule, highlighting the arduous decisions it forces upon coaches during critical moments in finals. This rule often places undue pressure on medical staff and risks

How can the AFL leverage data analytics within the AFL Live app to personalize content and enhance fan engagement,moving beyond basic scores and statistics?

Expanding the AFL’s Digital Footprint & Fan Engagement

The Australian Football League (AFL) needs to aggressively enhance its digital strategy to capture a broader audience and deepen engagement with existing fans. This isn’t just about streaming games; it’s about creating a holistic digital experience. Key areas include:

* Enhanced AFL Live App: Beyond scores and stats,the AFL Live app should integrate personalized content feeds,interactive game day experiences (polls,quizzes,prediction games),and exclusive behind-the-scenes access. Think NFL’s app – a central hub for everything AFL.

* Investment in AFL Digital Content: Short-form video content (TikTok, Instagram Reels, YouTube Shorts) is crucial for reaching younger demographics. Focus on player personalities,highlight reels,and explainers of complex game tactics.

* Data Analytics & Personalization: Leverage fan data to deliver tailored content, ticket offers, and merchandise recommendations. This improves the fan experience and drives revenue.

* Esports & Gaming: Explore opportunities within AFL esports and gaming. This taps into a growing market and introduces the sport to a new audience. The AFL has experimented with this, but a more sustained and strategic approach is needed.

strengthening the Talent Pathway & Player Welfare

A robust talent pathway is vital for the long-term health of the AFL. simultaneously, prioritizing player welfare is non-negotiable.

* National Draft Reform: Consider modifications to the national draft system to address imbalances in list strength and promote greater competitive equity. This could involve weighted draft picks based on club performance or a points-based system.

* Regional talent Academies: Expand investment in regional talent academies to identify and nurture promising players from diverse backgrounds. this broadens the talent pool and promotes inclusivity.

* Mental Health Support: Increase resources for mental health support for players, coaches, and staff. The pressures of professional sport are immense, and proactive mental health care is essential.

* Concussion Protocols: Continuously refine and strengthen concussion protocols based on the latest medical research. Player safety must be paramount. The recent focus on CTE (chronic Traumatic Encephalopathy) demands ongoing vigilance.

Addressing Competitive Imbalance & League Equity

The AFL’s competitive landscape needs to be more balanced to maintain fan interest and ensure the long-term viability of all clubs.

* Salary Cap Management: regularly review and adjust the salary cap to prevent a widening gap between the wealthiest and poorest clubs. Explore mechanisms to redistribute revenue more equitably.

* Revenue Sharing: Enhance revenue sharing arrangements to provide greater financial support to struggling clubs. This levels the playing field and allows all clubs to invest in their facilities and programs.

* Growth Programs: Implement targeted development programs to assist underperforming clubs in improving their on-field performance. This could involve coaching support, player development initiatives, and access to resources.

* Equalization Policies: Consider implementing equalization policies, such as a “soft cap” on spending beyond the salary cap, to limit the advantages enjoyed by wealthier clubs.

Optimizing the Game Day Experience & Venue Infrastructure

Attending an AFL game should be an unforgettable experience. This requires investment in venue infrastructure and a focus on enhancing the game day atmosphere.

* Stadium Upgrades: Prioritize upgrades to existing stadiums to improve amenities, accessibility, and spectator comfort. This includes better seating, improved food and beverage options, and enhanced technology.

* Fan Zones & Pre-Game Entertainment: Create vibrant fan zones with pre-game entertainment, activities, and merchandise stalls. This builds excitement and encourages fans to arrive early.

* Digital Ticketing & Stadium Connectivity: Implement seamless digital ticketing systems and ensure reliable Wi-Fi connectivity throughout stadiums.This enhances the fan experience and facilitates data collection.

* Transport Infrastructure: Improve transport infrastructure to and from stadiums to make it easier for fans to attend games. this includes public transport options, parking facilities, and ride-sharing services.

Expanding the AFL’s Reach – National & International Growth

The AFL has the potential to expand its reach beyond its traditional heartland.

* National expansion: Explore opportunities to establish AFL teams in new markets, such as Tasmania. A Tasmanian team has been a long-running discussion, and a viable plan needs to be developed.

* International Marketing: Invest in international marketing campaigns to promote the AFL in key markets, such as China and the United States. This could involve exhibition games, player clinics, and partnerships with local organizations.

* Community Engagement: Strengthen community engagement programs to build a loyal fan base in new markets. this includes grassroots football initiatives, school programs, and community events.

* Strategic Partnerships: Forge strategic partnerships with international sporting organizations to cross-promote the AFL and reach new audiences.

Leveraging technology for Enhanced Performance Analysis

The AFL is increasingly data-driven. Further investment in technology can unlock new insights and improve player performance.

* Advanced Analytics: Implement advanced analytics tools to track player movements, analyze game patterns, and identify areas for improvement. This