I trust this message finds you well as we reflect on yet another exciting AFL season and congratulate the Brisbane Lions on becoming the Premiers for 2025 making it back-to-back flags.
Congratulations to Will Ashcroft on winning his back-to-back Norm Smith medal for being voted best on ground – what an amazing achievement and he is only 21 years of age!!
Fan Advocacy — Making our Case Loud and Clear
While we celebrated the brilliance on the field, 2025 was also a significant year for fan advocacy. Through press releases, media commentary and direct engagement with AFL leadership, here are some of the issues and news we raised on behalf of fans in our Press Releases:
1. Fans call for Free to Air Saturday footy to be reinstated
2. Security at games is critical for everyone
3. AFLFA welcomes Chris Henderson as Patron
4. Launch of the 2025 Fan Survey
5. No Place for Homophobic Slurs in Footy
6. AFLFA welcomes announcement by former AFL player Mitch Brown
But no issue sparked more conversation — or frustration — than the removal of Free to Air football on Saturdays in Victoria, Tasmania and the Northern Territory. To think that in 2025, vast sections of the football public were unable to watch Saturday games without paying for Foxtel or Kayo is deeply concerning. We heard from pensioners, country families, and long-time supporters who have followed the game for decades yet now feel shut out. Footy is not just content; it is connection. When access depends on subscription, the game risks forgetting who built it.
We have called on Andrew Dillon and the AFL to reinstate Saturday FTA coverage, and we will continue pressing until every supporter, regardless of income, has access to the game they love.
Key Findings from our 2025 Fan Survey With a record-breaking response, the results from our fourth annual AFLFA survey provided one of the clearest snapshots yet of how fans are feeling, highlighting both the positives and areas that require improvement to create a better fan experience.
Fan satisfaction with the AFL has slumped to a record low, with supporters increasingly frustrated at the league’s focus on revenue ahead of fans. The fan satisfaction rating dropped to 2.7 out of 5. This represents a 22% drop since 2023 and a 13% drop since 2024. Club satisfaction also declined by 13% year-on-year.
Fans’ Top Concerns
1. Revenue before fans – Broadcasters, sponsors, and gambling seen to take priority
2. Umpiring & rule changes – 82% of fans say umpiring has worsened since 2024
3. Affordability – One in five plan to attend fewer games due to rising costs
4. Floating fixture and scheduling– 30% would attend more games if scheduling improved
5. Gambling advertising – 81% want gambling ads banned at venues; 78% from TV and streaming
On a positive note, fans appreciated the AFL’s decision to maintain the daytime Grand Final, a tradition favoured by 82% of fans. With 92% wanting more tickets reserved for competing club members, we are calling for allocations to be increased from 17,500 to 20,000 per club, sourced from the corporate sales.
Inclusion - 49% of fans believe the AFL is sufficiently proactive in promoting inclusion, praising support for AFLW and Indigenous programs - but calling for consistency over symbolism. 73% support AFLW/AFL double headers. Consult fans before making decisions An overwhelming 96% of respondents said the AFL should engage with the AFLFA before implementing major changes. 90% want a fan representative on the AFL Competition Committee. These are not radical demands — they are a call for inclusion and respect.
Fans are not against growth or revenue — they simply want their voices to matter. We have met regularly with the AFL on these issues and now await their response. The ball is in their court.
Building a Stronger Relationship with AFL Leadership
In June we met with Josh Bowler, Head of Fixturing/Scheduling to discuss fans concerns in particular the floating fixture which kicks-in at round 16.
We highlighted that fans need more certainty when organising interstate travel, family holidays and celebrations. Josh acknowledged the issue and we explored ideas such as releasing match dates and times 8–10 weeks in advance.
We provided him with our Key Survey Findings along with more in depth findings plus the many fan comments that we captured in the survey. We plan to meet again to expand on these discussions.
Our next meeting was with Steve McBurney, Head of Umpiring who took us on a tour of the state-of-the-art ARC system (Score Review System). It was very impressive to see firsthand and understand the extensive training and coaching umpires receive.
We had constructive discussions around:
1. Inconsistent umpiring, especially with the holding-the-ball rule
2. Whether there are enough experienced umpires for a four-umpire system
3. If full-time umpires would improve consistency
4. Whether the umpiring department should explain controversial decisions to help educate fans
Steve noted that they are always looking to improve consistency which is a key training focus. He explained the four-umpire system helps retain the most experienced for longer by reducing physical loads.He also explained that moving to full-time umpiring may not improve decision making and that many umpires balance other professional careers.
On public explanations of controversial decisions, he agreed it is appropriate for “howlers” but not for every decision.
These conversations are vital to ensure fan feedback is heard at the highest levels. While we don’t expect instant change, this dialogue builds understanding and progress.
AFLW: A Rising Tide — But One Team Stands Tall
While the AFLW competition continues to grow in depth and unpredictability, one team has set an extraordinary benchmark. North Melbourne’s women have now won 21 consecutive games, with star midfielder Ash Riddell breaking her own league possession record yet again with 45 disposals, prompting commentators to suggest the Kangaroos may go undefeated for a second straightseason — potentially surpassing the VFL/AFL men’s all-time winning streak of 23 games.
Yet, beyond North Melbourne’s dominance, the broader AFLW landscape has never been more competitive. Traditional powerhouses like Brisbane and Adelaide now sit outside the top four, while a previously winless Richmond stunned Adelaide to claim their first victory of the season — a testament to the league’s growing resilience.
The message is clear: the gap is closing across the competition — except, for now, at the very top.
Acknowledging Media Support
We extend our thanks to the media outlets that supported the fan voice throughout the season.
We were featured widely in print, radio, and television, including:
Print: The Herald Sun, The Age, The Guardian, The West Australian, The Mercury
Television: Channels 7, 9, 10, Sky News, ABC
Radio: 3AW, Triple M, Fox, ABC, Perth’s 6PR, Adelaide’s 5AA
Our national reach is further supported by our diverse committee structure, with representatives in every state and territory, ensuring we remain connected to fans across the country.
Thank you to our Patrons, IT Manager, State Reps and AFLW Rep
Thank you to Sue Alberti, Jason Ball, Chee Cockatoo Collins and Chris Henderson for their support and guidance throughout the season.
Thanks to Larry Blode our IT Manager who looks after our website and everything IT.
Thank you to our State Reps who keep us informed about the local issues that require resolution.
A special thanks to Fearn Harrison - the world’s greatest AFLW fan who has now attended over 100 games since the competition began.
Our Volunteer Committee — Fans Working for Fans
The AFLFA continues to be run entirely by volunteers dedicated to improving the fan experience nationwide. Our 10-member committee has assisted with issues ranging from venue accessibility to safety and footpath lighting for night games.
Our Committee Members:
Anthony Cohen – Swans fan, NSW
Peter Ballucci – Pies fan, WA
Ben Van Raay – Hawks fan, VIC
Ron Issko – Tigers fan, VIC
Justin Leckie – Port fan, SA
Sheridan Verwey – Pies fan, VIC
Debbie Hall – Tigers fan, VIC
Mark Costello – GWS fan, NSW
Sally Bennett – Dees fan, VIC
Angus McDougall – Saints fan, Singapore
We acknowledge the contributions of Matthew Rehn and Anne-Maree Smith who stepped down during the season.
Together we move forward
To every supporter – whether you attended every game, followed from afar or simply lived and breathed it week in week out – thank you. Your incredible passion fuels this game.
The AFL Fans Association exists because you care deeply. We will continue to ensure that your voice is heard — loudly, respectfully and relentlessly.
See you all in season 2026.
Yours sincerely
Ron Issko
AFLFA membership is free, and fans are encouraged to join at www.aflfans.org.au
More information: Email: media@aflfans.org.au.