Inspirational stories from local football clubs around Australia will be shared across AFL Play platforms as the AFL launches its 'More to Footy' campaign ahead of the community football season.

The initiative, which showcases there’s ‘more to footy’ than the on-field experience, aims to highlight the incredible contributions made by volunteers, coaches, players and umpires as they reflect on their connection to the game and encourage others to get involved. 

Going behind the scenes of local clubs – which all have a story built on history, values and the people who bring it to life – audiences will get an insight into the people who make local leagues thrive and why they love being involved in grassroots footy.  

Showcasing that it’s not about your background, walk of life or knowledge about footy, seven locals hailing from New South Wales, Northern Territory, Victoria and Queensland detail their unique story about finding meaningful connections. 

One umpire who features in the campaign is Aka Tseng, who has been a goal umpire in the Northern Territory since September. 

After moving to Australia from Taiwan 10 years ago and having no knowledge of the game, she said footy has given her a terrific group of friends and new skills. 

"In the beginning, I didn't know anything about AFL, so there has been lots of things for me to learn including better English, skills and the rules," Tseng said.

"Being an umpire in AFL, it has helped me to connect with Australian culture and I’ve made lots of friends – I feel like it's a big family here."

As the AFL strives to reach one million participants by 2033, it's the thousands of passionate volunteers, local umpires, coaches and players around the country like Tseng who help football thrive and grow to ensure the game remains strong for the next generation.

AFL Executive General Manager of Game Development, Rob Auld, said the 'More to Footy' campaign was all about recognising and celebrating the different ways people connect to football.

"Each week there are thousands of participants across communities all over Australia who give up their time for the love of the game, and through the 'More to Footy' campaign we want to feature their stories and recognise their contribution," Auld said.

"Being connected to your local footy club, whether that's through coaching, running the canteen or coordinating NAB AFL Auskick, it can help you feel connected to your community.

"We know it's the people at clubs who create that sense of belonging, they are the heartbeat who establish and nurture inclusive environments for everyone to feel welcome – and as we strive to reach one million participants by 2033, the strength of our foundation is important.

"As we launch the 'More to Footy' campaign we're encouraging those who might have an interest in getting involved in AFL to head to play.afl/moretofooty to start their journey, there's many social and wellness benefits of being connected to footy."

Stories featured in the campaign include:

• Ki Ryan, Assistant Coach for Women’s Masters at Port Melbourne Colts
• Simon Macgregor, Coaching Director at Lower Clarence Suns
• Travis Anders, Coach and Volunteer at The Pioneers, Alice Springs
• Cristelle Mulvogue, Vice President Collingwood Park Power AFC
• Bronte Stray, Field Umpire for CAFL
• Aka Tseng, Goal Umpire for the NTFL
• Odelia Tham, Senior Women's Player for the Randwick City Saints

To learn more about the ‘More to Footy’ campaign visit play.afl/moretofooty

Ki Ryan, assistant coach for Women's Masters at Port Melbourne Colts

Ki is more than a leader; she's a role model. Starting her coaching journey five years ago, she's become a powerful advocate for the deaf community, proving that barriers can be broken. With her team embracing Auslan and learning new ways to communicate, Ki has fostered an inclusive and united club culture. Ki's story is one of determination, representation, and passion, showing that footy is for everyone.

Simon Macgregor, coaching director at Lower Clarence Suns

From growing up in Torquay to travelling the world, footy has always been a constant in Simon's life, connecting him to people and communities wherever he went. After a decade overseas, he settled in Yamba, NSW where he built the Lower Clarence Suns. More than just a club, they’ve built an inclusive community where everyone regardless of background or ability has a place. For Simon, coaching is about more than just the game; it’s about giving back, helping others grow, and creating a space where everyone belongs.

Travis Anders, coach and volunteer at The Pioneers, Alice Springs

For Travis, being part of the Pioneer Football Club is about more than just the game — it's about family, community, and continuing a legacy. His grandfather founded Alice Springs' first Indigenous team, and now, as a coach, committee member, and all-around volunteer, Travis is dedicated to keeping that spirit alive. Beyond football, he ensures his players are supported in life, checking in on school, offering lifts, and creating a safe space where they can grow. Volunteering, he believes, isn't just about the job — it’s about the impact.

Cristelle Mulvogue, vice president Collingwood Park Power AFC

CJ Mulvogue has done it all; team manager, goal umpire, canteen legend and coach. Her passion for footy goes beyond the field, it’s about building a community where everyone belongs. Whether it's championing women in footy, fostering Indigenous representation, or making AFL accessible to all, CJ's dedication to grassroots footy is undeniable. Inspired by her late father’s belief in giving back, she continues to make a lasting impact—one player, one family, and one club at a time.

Bronte Stray, field umpire for Central Australia Football League

Bronte has been umpiring since she was 14, starting in Melbourne before finding her way to Alice Springs. After swapping an active lifestyle for a desk job, she needed a way to stay moving—so she picked up the whistle again. Now, with over 100 senior men’s games under her belt, she's proving that women belong in the umpiring ranks. Despite the challenges, Bronte finds strength in the support of fellow umpires and the inspiration of young girls and women watching from the sidelines. She hopes to see more women take up umpiring and believes there’s a place for everyone in footy.

Aka Tseng, goal umpire for the NTFL

Originally from Taiwan, Aka came to Australia as a backpacker, she knew nothing about AFL at first, but through umpiring, she found a way to connect with Australian culture, improve her English, and build a new community in Darwin. Starting out was nerve-wracking, but the supportive umpiring family helped her find her place. Choosing goal umpiring for its precision (and to avoid running), Aka has grown in confidence, embracing the thrill of calling goals and waving the flags. Now, she dreams of umpiring in different cities, continuously improving her skills.

Odelia Tham, senior women's player for the Randwick City Saints

For Odelia, footy started as a way to try something new, but it quickly became so much more. As a senior women's player for the Randwick City Saints, she found not just a team, but a second family. Whether it's organising social events, starting a thriving book club, or simply sharing spontaneous weekends with teammates, footy has given Odelia friendships, confidence, and a space to truly be herself. In a busy world, making new connections can be hard, but footy brings people together - on and off the field.