The AFL will partner with the EJ Whitten Foundation to host the annual EJ Whitten Legends Game for the next five years, Supporting Prostate Cancer for Men’s Health. 

AFL General Manager – Clubs & AFL operations, Travis Auld today announced the AFL, with the support of its broadcast partners the Seven Network, Foxtel/Fox Footy and Telstra, would host the EJ Whitten Legends Game at Etihad Stadium, on the weekend between round 23 and the commencement of the AFL Finals Series. 

Mr Auld said the AFL and its broadcast partners had all committed to supporting the EJ Whitten Foundation to continue its strong work over the last two decades, while Etihad Stadium would host the match on Friday evening September 2. 

"The Legends Game has a great history and is much loved by our fans and supporters. We are delighted to be partnering with the EJ Whitten Foundation to promote the game, and to entrench this into the weekend in the lead up to our final series. The commitment of the EJ Whitten Foundation to raising the issue of men’s health and in particular, prostate cancer is a very worthy cause, and we look forward to being part of the team to make the Legends Game bigger and better than ever, ” Mr Auld said. 

Mr Auld said he wished to thank each of the AFL’s broadcast partners – the Seven Network, Foxtel/Fox Footy and Telstra – for their support. Each had made a financial commitment to the EJ Whitten Foundation and the game will be broadcast live nationally as per a standard Friday Night game on each partner’s respective platform with Seven showing the game on free to air television, Foxtel on the Fox Footy Channel and Telstra streaming the game live via the AFL Live App. 

Chairman of the EJ Whitten Foundation, Mr Peter Burnett AM stated, “It is with great excitement we announce a five year partnership with the AFL, Seven Network, Foxtel/Fox Footy, Telstra and Etihad Stadium. After many months of negotiations we see our involvement here will mean greater awareness around men's health, research into Prostate Cancer and allow us to help further develop the EJ Whitten Foundation in honour of "Mr Football", EJ Snr himself. As I know he would extremely proud of this announcement and what the foundation has done for Prostate Cancer and men's health over the past 20 years.

“This agreement together with our recent partnership with the state government will greatly lift the EJWF's profile in the not for profit arena for years to come. We thank all concerned.” 

Seven Melbourne managing director Lewis Martin commented: 

“Seven has a wonderful history and tradition of supporting community events and fundraisers with the long-standing Royal Children’s Hospital Good Friday Appeal a prime example. We look forward to working with the AFL and the EJ Whitten Foundation, to not only raise funds, but raise awareness for men’s health and prostate cancer.” 

Foxtel Head of Sport Partnerships Leah O’Gorman said, “Foxtel is pleased to support the annual EJ Whitten Legends Game in conjunction with the AFL. Promoting men’s health, especially prostate cancer awareness, is vital to ensuring Australian men are able to live long, active, healthy and productive lives. It’s great that we can communicate through the universal language of sport, to get these important messages out there." 

“We are proud partners of the AFL and delighted to support the EJ Whitten Foundation and the Legends Game in their efforts to raise awareness and support for men’s health,” Telstra Media & Marketing, Group Managing Director, Joe Pollard said. 

Etihad Stadium CEO, Paul Sergeant said Etihad Stadium had been a supporter and host of the EJ Whitten Legends Game for 15 years and is delighted to maintain the association with the event. 

“We understand the significance of the match and we’re looking forward to working with the AFL to make the event even more of a public focus than in the past,” Mr Sergeant said. 

The AFL’s approach to the EJ Whitten Legends Game will be to keep ticket prices as low as possible, to enable as many fans to attend and particularly families, Mr Auld said. 

Net proceeds from the event will be distributed to the EJ Whitten Foundation and the AFL’s charity partners. The broadcast partners will also make a direct financial contribution to the EJ Whitten Foundation. 

Ticket prices are expected to be set at $20 for adults, $15 concession, $5 children and a $40 family ticket. Further details on match times, competing players and broadcast arrangements will be released in the lead-up to the game.