Reaffirming its commitment and vision for everyone across the country to love and connect with Australia’s game, the AFL has launched its new Cultural Diversity Action Plan for Game Development.
The Cultural Diversity Action Plan adopts a place-based, community-centred approach, with an emphasis on partnerships and co-design. Focusing on specific local government areas (LGAs) across the country, it works directly with communities to understand their needs, breakdown barriers to participation, and ensure the game authentically reflects Australia’s rich cultural diversity.
READ THE CULTURAL DIVERSITY ACTION PLAN HERE
As part of the four-year plan (2025 – 2028), two key programs – AFL Community Connect and AFL School Connect – will be delivered in 21 priority LGAs around Australia in partnership with a range of community organisations, local councils, and AFL clubs.
The Community Connect program will provide participants with an introduction to Australian Football via bespoke and innovative opportunities alongside NAB AFL Auskick, NAB AFL Superkick and AFL Nines sessions.
Meanwhile, the School Connect program will see an AFL Education Specialist placed in four schools across select LGAs to deliver curriculum aligned content. The program will engage the wider school community, as well as equip teachers with resources and knowledge on how to teach physical education through Australian Football.
In partnership with clubs, School Connect will also foster a sense of belonging and strengthen connections to the game through player appearances and match attendance opportunities.
AFL Chief Executive Officer Andrew Dillon said it was important that Australia’s game reflected and celebrated Australia’s rich cultural diversity.
“With nearly 31 per cent of Australians born overseas, Australia is one of the most culturally diverse countries in the world, and our game should reflect and celebrate this richness,” Dillon said.
“The Cultural Diversity Action Plan for Game Development reaffirms our commitment to continuing to grow our game and making Australian Football a game for all.”
AFL Executive General Manager of Game Development Rob Auld said the league was excited about the impact the action plan would have across the communities.
“By taking a place-based approach and working directly with community organisations, schools and local leaders, we aim to increase access and connection to our game across the 21 priority LGAs by reducing barriers, providing flexible participation opportunities, and creating welcoming environments where people of all backgrounds feel a sense of belonging in football,” Auld said.
“We are excited about the impact this plan will have and look forward to continuing to work alongside communities to grow the foundation of the game in a way that is inclusive and sustainable for the future.”
AFL National Cultural Diversity Engagement and Participation Manager Nima Sobhani said the Cultural Diversity Action Plan is a meaningful step toward ensuring the game truly welcomes and reflects all Australians.
“The guiding principles at the heart of this plan help embed inclusion into the way we engage, design, and deliver programs — with community, for community,” Sobhani said.
“The Cultural Diversity Action Plan reinforces our belief that meaningful inclusion starts with deep listening and local partnerships. By working directly with communities, we’re shaping programs that are locally driven, culturally responsive, and welcoming to all Australians. In doing so, we’re building a game that reflects and respects the depth of Australia’s multicultural identity.”
The launch of the Cultural Diversity Action Plan comes off the back of the AFL’s Cultural Heritage Series concluding last week in Round 22.
Introduced in 2025, the Cultural Heritage Series saw the AFL and nine clubs join forces to celebrate the rich and diverse cultural heritage of Australian football with an elevated matchday experience across nine games throughout the season.
Earlier this year, the AFL also launched AFL Desi – dedicated channels across Facebook, Instagram and X with tailored content to educate and entertain South Asian audiences about Australian Football – as part of the League’s efforts to make the game accessible to more cultures and backgrounds.