The Australian Football League (AFL) is making significant strides into the influencer marketing space, as it seeks to connect with younger audiences. In a year marked by the rise of content creators, the league is rolling out the red carpet for social media stars, aiming to reshape its engagement strategies.
In March 2025, the AFL signed a “one-day” contract with popular influencer and former player Daniel Gorringe, alongside prominent figures like Bailey Smith and Nick Daicos. This move is indicative of a broader trend where traditional sports entities are recognizing the value of online personalities. While the National Rugby League (NRL) maintains a tight grip on its players as the face of its brand, the AFL is adapting to the demands of a digitally-savvy fanbase that prefers authentic voices over scripted narratives.
As ticket prices rise and advertising fatigue sets in, younger fans are increasingly turning to platforms like TikTok, Instagram, and YouTube for their football content. They are drawn to relatable figures who discuss not just the game, but also its cultural context. Gorringe, who boasts nearly 1 million followers across social media, exemplifies this shift. His podcast, Dan Does Footy, ranks as the 85th largest in Australia, highlighting his influence in shaping public perception of the sport.
In a groundbreaking initiative, the AFL collaborated with Gorringe to host its inaugural “watchalong” event on March 25, 2025. The live broadcast featured Gorringe and other influencers providing commentary during an AFL match, achieving an impressive 95,000 views on the league’s official YouTube channel. This figure matched attendance numbers at the Melbourne Cricket Ground, underscoring the potential of such interactive formats to engage fans.
The watchalong concept has already gained traction internationally, particularly in the English Premier League, where platforms like Sky Sports have successfully integrated influencers into their programming. The shift towards social media-driven content democratizes sports commentary, allowing popular figures to emerge based on audience engagement rather than traditional media gatekeeping.
Despite the opportunities presented by this new landscape, challenges remain. Critics have raised concerns about the quality of discourse in influencer-led platforms, often characterized by sensationalism over insightful analysis. The trend of prioritizing viral content can detract from serious discussions surrounding pressing issues, such as mental health and player conduct, which have been topics of concern for the AFL.
Gorringe’s partnership with brands like Sportsbet has not gone unnoticed, leading to criticism from some within the AFL community. His visibility at high-profile events, including the Brownlow Medal ceremony, highlights the intersection of sports and commercial interests. As he engages in promotional activities, such as spending 48 hours in a glass box outside the Melbourne Cricket Ground, Gorringe exemplifies the evolving landscape where influencers are becoming key players in the sports industry.
In addition to the AFL’s initiatives, the Australian Broadcasting Corporation (ABC) is actively seeking to tap into the influencer phenomenon. Recently, the ABC advertised for its Creator Program, offering salaries of up to $105,000 for applicants with significant online followings. This move reflects a growing recognition of the need to connect with younger audiences through relatable content creators.
Meanwhile, the future of Andrew Bolt’s Sky After Dark remains uncertain following his recent heart surgery. While Bolt recuperates, James Macpherson has taken over hosting duties, continuing the show’s legacy. Bolt’s son, James, is also carving a niche for himself, recently launching his own YouTube podcast, The Bolt Retort, which aims to engage viewers with a fresh perspective.
As traditional media grapples with the rapid changes in audience consumption, the AFL’s embrace of influencers may be a pivotal moment in sports marketing. By aligning itself with relatable figures, the league is not only diversifying its outreach but also addressing the evolving expectations of its fanbase. The success of these initiatives will likely set a precedent for other sports organizations looking to navigate the complexities of modern media and fan engagement.
