The AFL Players’ Association is a not-for-profit organisation, and as such, our commercial partners play a key role in helping to fund the essential educational and welfare work undertaken by the Association.

It also enables the AFLPA digital team to create content that showcases the individual personalities of the players, which brings fans closer to their favourite players. In return, commercial partners gain access to a package of sponsorship benefits and exclusive invitations to attend and activate at key events which aligns their brand with key social influencers and current and former players.

Organisations seeking to get involved with a commercial arrangement with the players can do so across partnerships and events.


The AFL Players’ Association greatly appreciates the support provided by each of our partners which contributes directly to the players.

The AFLPA can provide partners with the ability to collate players from across the competition into one campaign and subsequently connect with the fan bases from all teams and markets across the country.

All partnership activity is supported by the AFL Players’ Association website and social media audiences, adding greater exposure to campaigns, plus resourced by internal digital production and communications team who work with our partners to generate end-to-end video content and strong media outcomes.


The AFL Players’ Association run a number of events across the year that bring together players, key AFL stakeholders and AFLPA partners.

These events can provide your business with the opportunity to interact with the players in a unique and intimate setting.

Events include;

  • AFL Players’ MVP Awards
  • AFL Players’ Season Launch
  • AFL Players’ Grand Final Breakfast
  • AFL Players’ Directors & Delegates Conference
  • AFL Players’ Induction Camp
  • Bespoke events

For more information, please contact:

Georgie Herbert
Commercial Operations Manager

(03) 8651 4345