Department of Planning & Community Development Victoria – AFL


The AFL Multicultural Program had been running for six years and a decision was made to bring in external corporate partners through the creation of a new integrated program.


To create a data driven upgraded multicultural engagement program combining fan engagement through the AFL Clubs, participation through Auskick, and a review of diversity policies and HR.


To complete a major survey of school children on sport behaviours and preferences to evaluate impact of the program and design an upgraded and integrated version for commercialisation.

Key outputs/outcomes

Four-thousand surveys were completed, an evaluation of eight AFL Clubs’ multicultural programs, design of new AFL Program across participation, fan engagement and talent identification. Commercialisation plan executed, securing NAB and Australia Post as partners.