iDwala Pty Ltd
iDwala is the Community Sports Facility Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…
read moreThe AFL is aiming to reach younger audiences through a refreshed brand platform and campaign message titled ‘Get in on it’ for the 2025 Toyota AFL Premiership Season.
Developed in partnership with global agency 72andSunny and production company Good Oil, the AFL’s national overarching brand campaign ‘Get in on it’ features an array of AFL traditions, artifacts, rituals and moments they want fans – new and old - to dive into.
The new brand platform showcases the richness of AFL fandom that aims to engage with non-football fans “from mullets to pies, fashion to game day celebrations, legendary speccys and bitter rivalries” while celebrating the appeal of AFL.
Engaging with local Melbourne band Sleepazoid, the campaign uses the power of music to build a connection with young trendsetters and deepen engagement and consideration with fans.
The campaign wants to deliver the message “Aussie rules is a national game with a national backstory – and it’s time for everyone to ‘Get in on it’”.
With more than 160 years of heritage and tradition, AFL Executive General Manager Customer and Commercial Bec Haagsma said the new campaign will bring to life the history of the AFL while resonate with fans in a modern way.
Haagsma noted “our game has a history of connecting with people across the country both in its on-field heroics or off the field with friends, family and the wider community. So many people that I meet have a story to tell about Aussie rules footy.
“The AFL’s new ‘Get in on it’ campaign celebrates this tradition in a creative way and shows fans that they can experience the sport through attendance with other fans, or be part of the action, anywhere, anytime - whether it’s at the local pub, from their loungeroom, on socials or even on the catwalk! Once you know a little, you want to know it all and through this campaign, we hope to show people how they can get in on Aussie rules footy for themselves.”
72andSunny Chief Creative Officer, Wez Hawes added “The AFL is steeped in so much folklore, history and fandom, there’s so much to unpack. Especially for a new younger audience who are deep diving and going further than scratching the surface of the things they are passionate about. The rich tapestry of a film from Good Oil’s Madeleine Purdy is just the beginning of our journey to bring the next generation of Aussies in on it. From getting a mane like Bailey Smith to deep diving on why a North Melbourne player is named after a packet of chips through our clickable film.”
Officially launching this week, the ‘Get in on it’ campaign will go live across out-of-home, digital and social media channels across the country, with the aim to grow fandom and build hype as the 2025 Toyota AFL Premiership Season kicks off.
Click here to watch campaign video
Images. Stills from AFL campaign video. Credit: AFL
13th March 2025 - $45.7 million upgrade at Lyndoch’s Barossa Park completed as preparation begin for AFL Gather Round
28th February 2025 - AFL renews Marvel Stadium partnership with Delaware North
22nd February 2025 - AFL’s Hawthorn announces sale of Waverley Park home
21st February 2025 - AFL looks to increase match attendances to beyond 10 million fans a year
12th February 2025 - Josh Mahoney named the AFL’s new General Manager of Football Performance
10th February 2025 - AFL Clubs partner with Tradable Bits to drive enhanced fan engagement
7th February 2025 - AFL announces continuation of price freeze on general admission tickets at MCG and Marvel Stadium
6th January 2025 - Independent review of Hobart’s new AFL stadium reveals likely cost blowout
2nd January 2025 - Richmond FC and Swinburne University collaborate for club’s AFLW Best and Fairest Awards
31st December 2024 - AFL Cairns reveals Cazalys Stadium Masterplan
12th December 2024 - UniSA and AFL’s Adelaide Crows launch sport management diploma
11th December 2024 - AFL launches its new brand campaign for AFL PLAY
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
The Complete Guide to Leisure Industry Products & Services.
iDwala is the Community Sports Facility Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…
read morePrincipal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…
read moreICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…
read moreABOUT SPORTENG specialises in the Planning, Design and Construction inspection of Fields of Play for all sports. Blending engineering with the specialist knowledge gained from working closely with…
read moreGoplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…
read moreWe live for media production and global events, providing real-time networks for video, audio, data and communications.
read moreHIB Insurance Brokers - Experts in Leisure and Amusement Insurance With over 20 years specialising in the Amusement and Leisure industries, we have the experience to understand your operations and…
read moreContact: Australia: (+61) 1800 849 001 New Zealand: (+64) 3 668 5727 International: (+1) 415 915 0375
read moreGet your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!