Expression of Interest to Become an Official AFL Licensee

by The Editor 0

The AFL invites suitably qualified and experienced respondents to submit an Expression of Interest in order to submit a full proposal to become an Official AFL Licensee for products within the Sporting Goods, Publishing and Toys & Games categories. At the end of the 4 Stage process the successful respondent (s) will be granted non-exclusive licensing rights within the relevant category for the intellectual property owned by the Australian Football League, term to commence 1 November 2017.

Official AFL Licensee Background Information

The AFL strives to deliver the most exciting, accessible and successful licensed product experience in Australia. The AFL has unrivalled levels of awareness and engagement, evidenced by the 2017 Toyota AFL Premiership season having a record total attendance and record membership figures. In 2017, a total of 907,561 were paid members of AFL clubs, meaning 1 in 27 of the Australian population are members of the AFL or an AFL Club. Furthermore, with average weekly TV audiences of approximately 5 million and 5.1 million unique visitors per month to AFL digital channels, the game itself is in a strong position.

The AFL owns all intellectual property relating to the AFL brand and all 18 AFL Clubs (“AFL Club IP”). As a Licensor, the AFL manages the commercialisation of AFL Club IP through a centralised licensing program currently generating over $180m of sales at retail.

Revenue from the AFL Consumer Products business, along with other income streams is equalised and returned to Clubs as a distribution and is therefore a crucial component in the marketing of the competition, and ultimately contributes significantly to the long-term financial integrity of the AFL and the AFL Competition.

Official AFL Licensee Product Categories

Respondents are invited to submit Expression of Interest for the following sub category as detailed below:

Sporting Goods Category

  • Beach & pool toys, games and inflatables
  • Fitness equipment & accessories

Publishing Category

  • Early childhood/baby
  • Comic books

Toys and Games

If you are interested in submitting an application to become an Offical AFL Licensee, please visit

or alternatively email the team at the AFL via