AFL Gather Round success
Competition is fierce to secure major sporting events such as AFL Gather Round, but the SA Government has positioned itself exceptionally well to remain the host
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Brisbane Broncos welcomed Rokeby Nutrition as its Official Protein Drink Partner for season 2025, which will supply its whole protein smoothies to both the NRL and NRLW squads on training and match days, and support via fan engagement and game day activations
Netball SA and the Adelaide Thunderbirds announced a partnership extension with Fleurieu Milk Company, and a new partnership with the Department for Infrastructure and Transport to help promote road safety education and reduce road trauma across South Australia
Containers for Change renewed its partnership with the Queensland Firebirds and Netball Queensland for 3 years and relaunched the “Netball Queensland Recycling Challenge”
Collingwood FC secured a deal with Sonos which will fill the Club’s facilities with its premium audio solutions, and gear up players with its speakers, soundbars, and headphones
West Coast Eagles young star Harley Reid entered into a new partnership with Crown - this follows his recent 6-year partnership renewal with PUMA
Iconic Building Co renewed its partnership with the Canterbury-Bankstown Bulldogs for another year
Football Victoria announced a new partnership with innovative smart water bottle system AQUAME
7,500 runners took part in Nike’s “After Dark Tour” which kicked off in Sydney with a half marathon celebrating the strength and stamina of female runners - Cathy Freeman, Ariarne Titmus and Dylan Alcott made appearances
Brisbane Broncos announced that it’s putting surnames on the backs of the squad’s kit for their Easter Saturday clash with the Warriors, replacing partner The Star on the back of the jerseys (due to New Zealand gambling advertising legislation)
NBL hosted its “Full Court Press” event, designed to deliver a preview of the exciting initiatives in store for the year ahead for its industry partners
Kayo recorded its biggest viewing weekend - up 16% on the previous biggest viewing weekend in March 2025 - key to driving this result was AFL Gather Round, NRL, the Masters Tournament, Formula 1, Supercars, MotoGP, UFC, Super Netball, IPL and the NBA
A-Leagues reported that its total TV audience is up 11% year-on-year on Network 10 and that the 24/25 campaign is closing in on reaching 4 million Aussies
It was announced that the 2025 Constellation Cup International Test Series opener will be played in Melbourne, secured through Visit Victoria’s major sponsorship of the Australian Diamonds, which will also deliver a Super Netball Grand Final at Rod Laver Arena in August
The Queensland Government and Queensland Academy of Sport launched an AI-powered app called YouFor2032 which can assess the abilities of Queensland’s aspiring athletes from the comfort of their own homes
Brisbane Lions and Playbk Sports (supported by the Queensland Government’s ActiveKIT initiative) launched a new digital education program designed to empower young girls aged 13-18 by providing leadership, body confidence, health, and physical activity education on Lions Learning — the club’s new online platform
NBA revealed Luka Doncic had the best-selling jersey in the league this season (first non-American player to do this) followed by Steph Curry and LeBron James
Virat Kohli rejected a $35m deal with PUMA to invest in Indian sportswear startup Agilitas
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Competition is fierce to secure major sporting events such as AFL Gather Round, but the SA Government has positioned itself exceptionally well to remain the host
The South Australian Government is showing an appetite to build its economy and global profile through major events and festivals, which are a significant driver for South Australia’s economy, generating more than $472m in tourism expenditure annually.
AFL Gather Round is a key part of this plan.
South Australian Premier, Peter Malinauskas previously spoke openly about how he strongly pursued and secured the rights to host AFL Gather Round and how major sports events have delivered a strong return, on Producey’s Dyl & Friends podcast.
Related: How negotiations for major sports events take place behind the scenes
The SA Government has invested heavily in the concept:
The ABC has reported estimates that Gather Round rights costs $16m-20m a year
It contributed $20m for a redevelopment (alongside The Barossa Council) enabling games to be played in the Barossa Valley this year
It’s supported the roll-out of events, experiential activations and advertising campaigns in metro and regional areas to create a 'takeover' vibe
Its significant investment has delivered positive returns...
Last year’s economic data revealed strong positive results from AFL Gather Round 2024:
$91m - total economic impact (+10%)
190k+ - visitor nights in SA (+40k)
45k+ - visitors to SA
655 - jobs supported
Signs are promising that the economic impact for 2025 will be substantial again
The event's profile and footprint continues to expand, and Friday 11 April was reportedly the strongest night ever in Adelaide for rooms occupied, with 10,737 rooms booked.
The non-economic impacts are equally profound
The event draws extensive media coverage, enhancing the state's image, positively shaping public perception.
Related: How negotiations for major sports events take place behind the scenes
The investment in improved infrastructure also creates positive flow-on effects such as increased participation, and supports the Premier's mission to get kids off their phones - He recently stated that:
“To get kids of their phones, you need to give them something to do.”
The South Australian Government has continuously expanded and evolved the AFL Gather Round fan experience to strengthen its position as host
There's a growing trend where sports are partnering with governments to build their major sports event calendar's, attract tourism, stimulate local economy's and showcase their cities domestically and globally.
These events are no longer purely focused on the in-stadium experience, they've expanded into major festivals and the fan experience often extends across entire cities.
The South Australian Government has mastered the art of hosting major sports events - It recently hosted another successful LIV Golf event which has been awarded “The World’s Best Golf Event” twice and key to this has been creating a “city takeover” vibe.
Related: The world's best golf event (literally)
Its strong commitment to the AFL’s Gather Round concept was evident over the weekend, and it would’ve been impossible not to know it was on if you were in Adelaide over the weekend.
Here’s some activity that took place, worth noticing:
Travel
To ensure travel was efficient and to enhance the fan experience, Virgin Australia (AFL's official airline partner) put on extra flights (380 flights and 65,000 seats in total operated in & out of Adelaide) and launched fan engagement initiatives at the airport and in-flight.
Adelaide Airport experienced its busiest week in history with 200,000 passengers coming through the gate - fans were met by AFL-themed mascots, player replicas, brand activations and high-impact advertising
Business Events
The AFL, teams, charities, government, and local businesses connected via events to celebrate the 2025 themed-round:
The annual AFL Gather Round Welcome Dinner was held at Penfolds Magill Estate (delivered by TGI Sport / Dann Event Hire) and featured a performance from Amy Shark.
AFL Connect teamed up with the South Australian Business Chamber to host the Official Gather Round Business Lunch at the Adelaide Convention Centre.
Teams such as the Sydney Swans hosted business breakfasts, so did charity’s such as Myeloma Australia.
Experiential / Community Events
Fan activities were abundant…
Multiple AFL clubs ran opening training sessions and clinics
The Macca’s Footy Festival (delivered by Seeker Agency) returned to Elder Park and featured multiple sponsor activations, footy on the big screen, live music, and fireworks on opening & closing nights
"Get In On It" at Rundle Mall delivered an immersive AFL fan zone (including a barber shop giving fans their own player-inspired haircuts), interactive games, DJs and player appearances
Free live sites were set up in The Barossa and Norwood providing fan activities, food & beverage offerings and big screens
The Norwood Food & Wine returned on Sunday with headliner Birds of Tokyo
With so many fans willing to actively engage, many brands got active
AFL fans are passionate, and increasingly, brands are tapping into that passion.
Why?
One reason comes from M&C Saatchi Sport & Entertainment’s Passion Pulse research, which found that 13% of people spend more with brands that support their passions.
As the AFL Gather Round concept has continued to evolve and expand, it’s given brands a powerful platform to connect with fans and their passions via experiential activations.
Noteworthy for brands - recent research conducted by MKTG Sports + Entertainment Australia has shown that Gather Round is resonating with Gen Z audiences (specifically those aged 18 to 28), a cohort brands often find hard to reach.
Here are some ways that brands got active during Gather Round worth noticing:
A giant Sherrin hot air balloon was flown over the Barossa in the lead up – Sherrin mascots also roamed across the city and were seen at the airport, at the stadium and at multiple Gather Round events
Bunnings launched its nationwide community footy campaign “Legend of the Tongs” (in partnership with Bastion) with Matthew Richardson, Rory Sloane and Ebony Marinoff
The Macca’s Footy Festival (via Seeker Agency) featured sponsorship activations from the likes of Toyota, Telstra, Coles, Chemist Warehouse, Rebel Sport, Bunnings and Solo - almost 120,000 passed through the site
The Pepsi Collective (delivered by Twenty3 Sport + Entertainment) located in Adelaide Oval’s Magarey Room delivered fans in-stadium entertainment from the likes of Hermitude, John Course and Sneaky Sound System - the eye-catching, purpose-built Pepsi viewing deck in the seating bay offered fans the best viewing spot to watch the game
Players from Port Adelaide FC and Essendon FC visited local Coles stores to sign autographs and give away free sausages – Zak Butters got behind the register.
Adelaide FCs Darcy Fogarty got a “semi-permanent” tattoo of a Coopers Brewery beer on his bicep as part of a paid promotion, reportedly worth over $30k
NRMA Insurance struck a 5-year deal with Adelaide Oval which saw the ‘NRMA Insurance Plaza’ receive mass exposure
Not-for-profits were also involved...
The was the Official Charity Partner of the 2025 AFL Gather Round and has raised almost $60,000 (donation amount will be matched by SA Government) – Peter Malinauskas, Andrew Dillon, Tex Walker and Tom Steward paid a visit.
The South Australian Government partnered with Shane Warne Legacy which provided free, on-the-sport health checks to fans whilst walking into the footy (last year 9000+ fans had free health checks).
Are there any other brand activations from AFL Gather Round worth noticing?
Moving forward...
South Australia has just finished hosting the 3rd edition of the AFL Gather Round concept, and it has the rights to host it in 2026.
Several states are vying for hosting rights, including Tasmania, which has also expressed a strong interest in staging the first ever AFL Women’s Gather Round.
While competition is heating up, AFL CEO Andrew Dillon recently reaffirmed the league’s preference for stability, saying:
…a signal that a shake-up is unlikely anytime soon.
South Australia knows its success has attracted attention. That’s why it’s actively defending its position, and continually expanding and evolving the event experience to stay ahead of the pack.
My wife and I are expecting a baby boy in the coming weeks! As we prepare to welcome him into the world, Notice newsletters will be delivered Ad-hoc and will be taking a short break at some point in the coming weeks. LinkedIn activity will continue so make sure you’re following here.
Also, if you’d like to connect about partnerships, collaborations, or just want to get in touch, please don’t hesitate to reach out on LinkedIn here, or via email:
E: matthew.hughes@noticesports.com.au
Thanks as always for your support 🙏
Matt - Writer/Founder
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