Setting the Stage for 2026 and Beyond
The AFL faces a pivotal moment as it looks toward the 2026 season and the years that follow. With CEO Andrew Dillon reshaping leadership by bringing in Tom Harley and Greg Swann into key roles, and Laura Kane moving to a different position within the football department, the question is clearer than ever: what needs fixing to ensure sustainable growth, stronger governance, and enhanced fan and club experiences?
Clear Leadership and Organizational Structure
One of the top priorities is removing any ambiguity about accountability. A transparent leadership structure helps clubs and fans alike understand who is responsible for strategic decisions, football operations, and commercial growth. The AFL should publish a concise governance blueprint detailing the decision-making process, the remit of each executive, and how feedback from clubs and fans is integrated into policy. Clear roles prevent delays and miscommunication, making it easier to execute long-term initiatives with pace and precision.
Solidifying the Football and Club Experience
Tom Harley and Greg Swann are tasked with enhancing the on-field product and the broader club experience. This involves aligning performance standards, talent development pathways, and club resources with the AFL’s strategic priorities. A standardized framework for club funding, facilities upgrades, and player welfare can help ensure a more competitive field while empowering smaller clubs to close the gap. Regular reviews of the performance metrics—on-field success, youth development outcomes, and fan engagement—should be integral to the plan.
Fan Engagement as a Core Priority
Fan experience should be the heartbeat of AFL reform. Initiatives to improve match-day experience, digital interaction, and community programs can drive attendance and loyalty. The AFL could implement a tiered membership model that offers tangible value, from preferential access to marquee games to exclusive content for long-term supporters. Equally important is ensuring the product remains accessible and exciting for new audiences, including families and casual viewers who prefer flexible, late-night or streaming options.
Technology, Data, and Player Welfare
Advanced analytics and emerging technologies offer opportunities to refine game strategy, injury prevention, and player longevity. The AFL should invest in data-sharing agreements that protect privacy while delivering actionable insights to clubs. A robust player welfare program, including medical standards, mental health support, and post-career transition planning, is essential to sustain a healthy ecosystem across all levels of the sport.
Diversity, Inclusion, and Community Impact
Strategic reforms must reflect the diverse makeup of the league’s audience and participant base. The AFL should accelerate inclusion initiatives across coaching, administration, and game-day roles. Programs that encourage participation from underrepresented groups, alongside community engagement campaigns, will strengthen the sport’s relevance and resilience in a changing cultural landscape.
Financial Sustainability and Honest Competition
Economic balance is crucial for long-term success. The AFL needs transparent revenue-sharing arrangements, cost controls, and prudent investment in facilities and grassroots pathways. Maintaining fair competition requires consistent revenue distribution that supports smaller clubs while still rewarding excellence at the top. An open dialogue with clubs about financial health and strategic investments can build trust and ensure shared progress toward common goals.
Looking Ahead: A Cohesive, Growth-Oriented AFL
With leadership clarity, an enhanced club experience, a renewed focus on fans, and robust governance, the AFL can set a course for sustainable growth in 2026 and beyond. The right mix of accountability, investment, and community-driven programs will help the league navigate competitive pressures, deliver compelling football, and foster a healthy, inclusive sport for generations to come.
