In order to produce a product representing the AFL brand using AFL owned Intellectual Property, you need to have a current AFL Licensing Agreement.

If you are interested in applying for an AFL license, please have a read of the below information and fill in the application form. Please send the form to ‘AFL Consumer Products GPO Box 1449 Melbourne VIC 3001’ along with a generic sample or artwork of the product. You will then be contacted regarding your application within 10 working days.

For further information please contact the AFL Consumer products Department at cpadmin@afl.com.au

The AFL considers its brands to be its most important long-term asset. The AFL owns all AFL logos, club logos and other intellectual property associated with the AFL competition. It also has intellectual property rights that ensure the appropriate use of AFL images.

By licensing the use of this intellectual property, the AFL earns revenue, which is a growing source of income for the game and is directed towards game development, the AFL clubs and AFL players. It is important that official products be protected in order to guarantee that revenue generated is directed back into the game.

The AFL Consumer Products division earns its revenue through the sale of apparel, memorabilia, homewares, entertainment, sporting equipment, publishing, giftware, stationery and food categories.

Under the Collective Bargaining Agreement, players have rights to their image and must be consulted over its use. The AFL ensures that players are properly protected if their image is used in commercial products.

Images can be used for editorial purposes and, with prior approval, for the promotion of the AFL game.

The AFL has an On-Field licensing program which rewards clubs for individual efforts in marketing and merchandising. The individual Club receives two thirds of the royalty for the sale of their specific On-Field clothing product manufactured by their specific On-field sponsor. The AFL remains committed to working with brand and market leaders to develop a strong, authentic apparel program in order to ensure a sustainable revenue stream for AFL clubs.

Before a product can become an AFL licensed product, there is an extensive application process to follow. It is not a difficult process but companies must prove their excellence in terms of distribution, manufacturing and marketing.

A company can develop its own concept in advertising, but the AFL examines the materials for approval every step of the way.

The AFL will assess the suitability of an idea, ensure quality in all areas and come to an agreement with its licensee.

Information outlining the process of obtaining and AFL license is featured in the application form available to download from this site. A Prospective Licensee should download the application form, complete it and forward as outlined in the form, along with a sample or image of the proposed product in the first instance.