WHAT IS THE MARKETING FUND?

The new Marketing Fund is designed to reward the games top and most marketable AFL and AFLW players. 

The Fund, which was a negotiated outcome of the 2023-2027 Collective Bargaining Agreement (CBA), results in $34.6 million being allocated across the life of the CBA to reward the game’s elite. The program is funded through the current players share of industry revenue via the CBA. 

On top of their already existing obligations, players will be remunerated for undertaking game development, promotion and commercial appearances in connection with AFL sponsors and broadcasters, as well as their image or profile being used to promote matters related to the AFL and its affiliates. 

HOW DOES IT WORK? 

An initial cohort of 54 players, comprising two players from each AFL club and one player from each AFLW club, will have access to the Marketing Fund. 

These players have been selected based on an independent and objective review that covered market demand, on-field performance metrics, and personal brand measures. 

There is scope for additional players to be added to the Marketing Fund on request from the AFL and their partners and approved by the AFLPA. If a player is added to the Marketing Fund, they will be formally added for the entirety of the relevant season. 

Players can opt in and out of the Marketing Fund, and will have full discretion as to which activities they would like to be included in.