THE AFL has blocked a bid from online bookmaker William Hill to have round-by-round betting on the Brownlow Medal.

The betting agency approached the League with the concept that would have seen punters to be able to back players to win Brownlow votes on a weekly basis.

But integrity concerns around the possibility of such a move has seen the AFL disallow the market to be established.

League spokesperson Patrick Keane confirmed the AFL would not allow the bookmaker to open the market.

"We [have said no] to a match-by-match market on Brownlow Medal voting. Obviously if you're betting on the winner for the whole of the season we have no issue with that, but in terms of match-by-match, we didn't think that was appropriate," Keane told AFL.com.au.