Challenge
To develop a brand strategy that positioned the AFL (Australian Football League) as a national game, enabling the AFL to empower the brand using a leadership identity.

Creative Strategy
This blend of proud tradition and modern attitude mirrors the sport's physical traits and personality. In 2004, The AFL Hall

of Fame was established to celebrate the history of the game.

Creative Idea
A unique experience.

The ROI
The AFL brand has become a valuable asset as the AFL positions itself in the competitive, sporting marketplace.