A TALENTED country footballer has collapsed and died on the field during a game in south-west Victoria.

Otway Districts star Aaron Mahoney was initially believed to have been winded by what has been described as an innocuous, legal tackle during the second quarter against Lorne at Gellibrand.

Trainers and support staff from both clubs worked frantically to revive the 24-year-old father of two before paramedics arrived, but Mahoney died at the scene about 3pm.

The Colac and District Football League match was promptly abandoned.

Mahoney was his club's reigning best and fairest winner and a member of the CDFL representative team.

His brothers Dean and Leigh were listed to play in the game.

AFL Barwon chief executive Lee Hartman told 3AW he had received "reports that every effort was made to revive the young boy".

Counselling has been offered to players and spectators of both clubs and the umpires.

Police are investigating the incident and will prepare a report for the coroner.