The role of Australian Football International (AFI) is to grow, promote and develop the sport of Australian Football internationally, with a focus on Footy 9s and community development. Our aim is to empower people and communities through sport.
AFI’s major objectives include:
- Growing our great game internationally;
- Managing and coordinating international matches and tournaments;
- Funding full-time Regional Managers;
- Establishing Footy 9s as a recognised sport in countries of operation;
- Securing the inclusion of Footy 9s in the Olympic Games;
- Establishing an official World Cup of Australian Football, and
- Seeking and gaining recognition as the International Federation of Australian Football.
Please find below the AFI Strategic Plan.
Contents
1. Executive Summary
2. Track Record
3. Australian Football
4. Footy 9s – Removing the Participation Barriers
5. Playing Rules
6. Playing Fields
7. Touch Footy 9s
8. Women & Girls
9. Regions
10. AFI Asia
11. AFI Pacific
12. AFI Europe
13. AFI Africa
14. AFI Latin America
15. AFI USA
16. Regional Managers
17. Sports Diplomacy
18. AFL Clubs
19. AFL Players
20. People-to-People Links
21. International Federation
22. Relationship with the AFL
23. Olympic Games
24. Contact
- Australian Football International (AFI) was established to grow, promote and develop the sport of Australian Football internationally.
- Footy 9s has been developed by AFI to allow Australian Football to be played on rectangular fields throughout the world – removing the barriers that have prevented our game from becoming truly international.
- The Touch Footy 9s format is crucial to the future growth of the sport internationally, as many people in many countries play and enjoy non-contact sports.
- There is tremendous potential to grow the game internationally if done in a strategic and coordinated way.
- AFI seeks to achieve recognition as the International Federation of Australian Football, to unlock the sport’s vast international potential.
- With the right structures in place, we can take Footy 9s to the world, where 95% of the sporting fields are rectangular.
- One of AFI’s major objectives is to secure the inclusion of Footy 9s as a demonstration sport in the 2032 Olympic Games in Brisbane.
- AFI seeks to work in partnership with the AFL and the 19 AFL clubs to grow the world’s greatest game.
- By working together, the legacy we will leave for our great game will be enormous.
AFI has extensive experience in growing, promoting and developing the sport, both domestically and internationally, for more than 25 years.
AFI has established and operated numerous programs and events both in Australia and across the globe for men, women and children from many cultural and diverse backgrounds.
Below is a summary of the programs and events that AFI has delivered:
- Creation of the AFL International Cup, Melbourne
- Creation of the Euro Cup (9-a-side European championship), Europe
- Creation of the Harmony Cup, Melbourne
- Creation of the World 9s, Melbourne
- Creation of the Darwin 9s, Darwin
- Creation of the Masters 9s, Melbourne
- Creation of the Touch Footy World Cup, Melbourne
- Creation of the ANZAC Cup, France
- Establishing the Aussie Rules Schools program in the UK
- Establishing a senior 9-a-side National League in the UK, including teams from England & Wales
- Staging a demonstration match at the Africa Games, Mozambique
- Staging a demonstration match at the TAFISA World Sport for All Games, Lithuania
- Coordinating Australian Convicts playing tours to Europe, Africa, South America, Canada and the USA
- Appointing full-time Development Officers in the Pacific through the Australian Youth Ambassadors (AYAD) program.
- Traditionally Australian Football has offered one model: flat out competitive sport played on weekends. Playing to any decent standard requires a pre-season and two nights of intensive training per week. This excludes many who cannot afford the time, physical demands or risks of playing 18-per-side football.
- Internationally, our experience has shown that trying to start a new club is asking for a great deal of commitment from locals. If they want to play traditional Australian Football they need to:
– Find and gain access to a large oval shaped ground;
– Recruit a minimum of 18 players;
– Find 6 umpires, and
– On game day mark the field, erect goal posts & padding – then take them down again immediately after the match.
- In contrast, they can stick with soccer, rugby etc. and just turn up to play – without having to incur significant additional time and organisational costs.
- From our experience Footy 9s should be the cornerstone of growing the game internationally.
- What must be always remembered is that participation drives support. It is not the size of the field or number of players that matter. As long as locals have the chance to kick, mark, handball and bounce the ball, it does not matter whether they are playing 18-a-side or Footy 9s. What matters is that they are playing our great game. If they have a connection to our uniquely Australian game, they are far more likely to have a connection to Australia and the AFL.
4. FOOTY 9s – REMOVING THE PARTICIPATION BARRIERS
- Australian Football matches are played on large oval fields, featuring 18 players per team. Add another 4 reserve players per team, plus 6 umpires, and you need 50 people to play a match of traditional Australian Football.
- Many countries around the world just don’t have the space. Footy 9s is designed to make it much easier for participants to enjoy playing a new game, without the difficulty of trying to find a large enough field and recruit a small army in order to play.
- All matches are 9-a-side and played on Rugby or Soccer fields.
The reasons for developing a modified version of the game outside Australia include:
- The lack of full-sized ovals. As Rugby and Soccer fields are in plentiful supply (and American football fields in the USA) it makes sense to be able to utilise them.
- Locals can learn a new game whilst in surrounds they are comfortable with.
- In relation to schools, programs are mixed (boys & girls) and non-contact, therefore allowing for greater concentration on developing skills.
- Outside of school hours, children that have been exposed to the game at their school can arrange their own pick-up games at their local Rugby or Soccer field. They can turn up and play without having to mark any fields or put up any posts. This is of vital importance if we want to keep them involved in the game.
THE BASICS OF FOOTY 9s
- Footy 9s matches are played on rectangular fields, using existing goal posts and field markings.
- There are no behind posts.
- Each team consists of 9 players – 3 forwards, 3 midfielders and 3 backs.
- The game starts with a jump ball in the centre of the field.
- A goal is scored when the ball is kicked through the posts.
- If the ball hits the posts and continues through the posts, it is a goal.
- If the ball hits the posts and comes back into the field of play, it is play on.
- No kicking off the ground is permitted.
To see how Footy 9s is played, please watch the video below.
- Footy 9s is an exciting variation of Australian Football that presents dynamic new opportunities to grow the game internationally.
- Footy 9s can be played on any rectangular field and uses existing goalposts and field markings. As a result, all you need is a football to play a match. No more countless hours spent marking fields, digging holes and installing posts.
- There are no behind posts. Whilst the high scoring nature of Australian Football is one of its enduring appeals, having too much scoring in Footy 9s would hamper its appeal. We want to have more scoring than the other football codes, but not so much that the achievement of scoring becomes devalued.
- One of the great strengths of Footy 9s is its flexibility.
- Footy 9s offers both contact (tackling) and non-contact (no tackling) options to choose from.
- The Touch Footy 9s format is crucial to the growth of the sport internationally. Whilst many Australians enjoy playing contact sports such as Australian Football, Rugby union and Rugby league, many other countries prefer soccer and other sports.
- The reality is that the percentage of people who have played non-contact sports their entire lives, suddenly deciding to play a new full-contact sport, is going to be very low.
- Touch Footy 9s, however, will enable participants to play an exciting new sport, allowing them to develop their skills without the fear of being tackled.
- As Footy 9s is an inclusive sport, it is of vital importance that women involved in the game should be offered the same opportunities as men.
- This policy of inclusiveness operates at all levels, from beginner’s programs through to elite pathways.
- Our Aussie Rules Schools program is mixed (boys & girls) and non-contact, giving young girls the opportunity and confidence to compete on a level playing field.
- Full contact options are also available for our female players, from club to national level.
- At all levels of our game we will ensure the same opportunities – whether as a player, coach, umpire or administrator – are available to both boys and girls, men and women.
- AFI’s long-term aim is to establish and grow Footy 9s throughout the Pacific, Asia, Europe, Africa, Latin America and the USA.
- AFI’s focus is on ensuring the game is successful and sustainable. Our outcomes in each Region include:
- Participation – introducing the sport to encourage participation at the grassroots level, with a focus on Footy 9s.
- Community – empowering people and communities. Participation in sport enhances community well-being and brings people together.
- Health – our objective is not only to play footy and have fun, but also to enhance both the physical and mental well-being of all participants.
- Employment – creating opportunities to fund full-time Development Managers to grow and develop the game.
- National Teams – giving the best players in each country the opportunity to compete against other countries.
- People-to-People – building and enhancing people to people links between each country and their expatriate communities in Australia.
- Asia is the largest continent in the world by both land area and population.
- The population of Asia is approximately 4.7 million people, including China (1.4 billion) and India (1.4 billion).
- AFI’s initial focus in the Region will be on the 11 countries comprising Southeast Asia – Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Timor-Leste and Vietnam.
- Australia is linked to Southeast Asia by more than geography, with strong family, business, education and tourism links. Indeed, more than one million Australians claim Southeast Asian ancestry.
- Deepening Australia’s engagement with Southeast Asia is a priority for the Australian Government, so there will be enormous opportunities to establish and develop Footy 9s in the Region.
- AFI has developed strong relationships with Australian-based communities from the Philippines, Timor-Leste and Vietnam that are keen to establish Footy 9s in their respective homelands.
- The strength of Australia’s engagement with countries and people in the Pacific is grounded in deep and longstanding personal, historical and cultural ties.
- Australia and the Pacific have a shared passion for sport. We will work with PacificAus Sports and other stakeholders to establish and grow Footy 9s in the region.
- Countries in the Region include the Cook Islands, Fiji, French Polynesia, Kiribati, Marshall Islands, Micronesia, Nauru, New Caledonia, Niue, Palau, Papua New Guinea, Samoa, Solomon Islands, Tokelau, Tonga, Tuvalu and Vanuatu.
- There is enormous potential to grow Footy 9s in New Zealand, given the sheer number of rugby fields across the ditch.
- New Zealand is the largest country in the Region, with an approximate population of 5 million people.
- The inclusion of Footy 9s in the Pacific Games will be an invaluable opportunity to promote the sport in the Region.
- AFI’s focus in Europe will be on establishing Footy 9s in the 27 member countries of the European Union (EU).
- The population of the EU is approximately 450 million people.
- The 27 members of the EU are Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, The Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.
- The EU is equivalent to the third largest economy in the world, behind the US and China.
- The links between Australia and Europe are deep and longstanding. Nearly 70 per cent of Australians have European ancestry. Almost 30,000 new European migrants arrive annually and over 1 million Australians travel to Europe each year.
- AFI has extensive experience in the Region, having had 10,000 children participate in the Aussie Rules Schools program in the UK. AFI personnel also founded a number of events in Europe, including the annual 9-a-side European championships and the ANZAC Cup.
- Australia has diplomatic relations with all 54 African UN-member states.
- The population of Africa is approximately 1.5 billion people.
- AFI’s initial focus will be on establishing and growing Footy 9s in South Africa, where our game already has a presence.
- AFI Africa is incorporated in South Africa.
- South Africa is the ideal location from which to expand Footy 9s into southern Africa, as it is possible to drive from Johannesburg to the capitals of Botswana, Mozambique, Swaziland and Lesotho.
- AFI has extensive experience in Africa, having run coaching clinics and matches in South Africa, Mozambique, Botswana and Kenya.
- Using sport as a powerful social tool, our aim is to make a positive difference to the health and well-being of both children and adults in Africa. We have an opportunity to not only grow the game in Africa, but to also make a positive contribution to the lives of many.
- The Region of Latin America includes South America, Central America, Mexico and parts of the Caribbean.
- AFI’s focus in Latin America will be Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Mexico, Paraguay, Peru and Uruguay.
- The population of Latin America is approximately 650 million people.
- AFI has prior experience in Latin America, having run a 4 week development program in Santiago, Chile, which was funded by the Department of Foreign Affairs & Trade (DFAT).
- AFI has also conducted coaching sessions and matches for university students in Buenos Aires, Argentina.
- AFI will build on its existing relationship with the Council on Australia Latin America Relations (COALAR), which was established by the Australian Government to enhance Australia’s economic, political and social relations with Latin America.
- The USA is the world’s largest sports market. Get it right here, and our great game could be anything.
- Americans are brought up throwing a football, basketball or baseball. Apart from the punter in American football, however, they rarely kick a ball.
- There are some playing positions in American football where participants never touch the ball. Being able to touch and kick the ball in an exciting new game will be a major recruiting tool as we introduce Footy 9s to schools and colleges in the USA.
- Statistics show that 98% of players who do not go on to play college football never play again. There is enormous talent in the USA, but it is an opportunity that Australian Football has never been able to take advantage of.
- Footy 9s will allow us to play our great game on American football fields throughout the USA. And by introducing the game to high schools and colleges, we will be able to take advantage of existing rivalries.
- It is important to remember that Participation drives Support. An American who learns the basic skills of Australian Football, playing Footy 9s matches on an American football field, will be far more likely to develop a following of the sport than someone who has had no practical experience of the game.
- Footy 9s will only be able to realise its full international potential with the appointment of full-time personnel.
- A major aim of AFI is to identify and secure funding for the creation of full-time Regional Managers in the following areas – Europe, Latin America, Africa, Asia and the Pacific.
- A key part of their role will be to identify and secure funding opportunities for the recruitment of additional staff, including full-time and part-time Development Officers to deliver school and community programs.
- The role of each Regional Manager will include:
- Inclusion of Footy 9s in school curriculums at primary and secondary level.
- Establishing sustainable governance and management structures capable of supporting growth.
- Establishing men’s and women’s teams and competitions.
- Establishing non-contact versions of Footy 9s, allowing men & women to play together.
- Seeking and gaining recognition of Footy 9s as an official sport.
- Promoting the AFL and the AFL clubs.
- Working with AFL clubs to increase international membership & merchandise sales.
- Identifying opportunities for obtaining local grants and funding.
- Securing sponsorship from both government and corporate sources.
- Promoting the game to local and regional media.
- Coordinating accreditation opportunities for coaches and umpires.
- Providing a pathway for player, coaches, officials and umpires to participate at the highest level.
- Inclusion of Footy 9s in major multi-sport games and festivals.
- Establishing National Teams (men & women) to compete in matches against other countries.
- As a new, exciting and dynamic team sport, Footy 9s is able to offer Australian companies a unique opportunity to meet their Corporate Social Responsibility (CSR) objectives.
- Investing in Footy 9s will provide an opportunity for companies to make a real and positive contribution to the health and well-being of children and adults in the community in which they operate.
- There is no doubt that sport is an integral part of Australian culture. Australians excel at many sports, but Australian Football remains our only indigenous game. Like the kangaroo, Australian Football is a very identifiable symbol of Australian culture.
- Further, governments around the world are keen to invest in programs such as Footy 9s and Aussie Rules Schools that target childhood obesity. Being part of the fight to reduce childhood obesity offers Australian companies a great opportunity to be recognised and perceived as good corporate citizens on the global stage.
- Our development programs provide Australian companies the opportunity to showcase Australia and its culture in their local region. These programs provide an ideal opportunity to utilise sport as a tool to achieve development outcomes including physical health, gender equality and social inclusion.
- Manchester United (Soccer), San Francisco 49ers (American Football) and the Chicago Bulls (Basketball) are clubs that are known all over the world.
- We have some of the oldest football clubs in the world. Mention any of the 18 AFL clubs outside of Australia, however, and you are likely to be met with blank stares.
- As a new and exciting team sport, Footy 9s is able to offer the 19 AFL clubs a fantastic opportunity to promote themselves and their brand on the international stage.
- AFI will work with each AFL club to establish international Footy 9s clubs in each Region, wearing their jumper and colours.
- By playing Footy 9s and wearing a club’s jumper and colours, we will be able to establish a pathway of Player Fan Member, as participation drives support.
- Investing in Footy 9s will also provide an opportunity for AFL clubs to make a real and positive contribution to the health and well-being of children and adults in the countries and communities in which they establish a presence.
- Australians come from more than 200 countries and speak over 300 languages.
- This is reflected in the many multicultural backgrounds of both former and current AFL & AFLW players. By way of example, please see the AFL Player Association’s multicultural map.
- For many years AFL legend Ron Barassi was a great supporter of AFI, attending numerous Harmony Cups and World 9s tournaments, where he presented trophies to the winning teams.
- Former players such as Anthony Koutifides & Ange Christou (Greece), Tony Liberatore (Italy), Mal Michael (Team Harmony) and Adem Yze (Albania) have all competed in the AFI Harmony Cup.
- David Rhys-Jones (Wales), Trent Croad (New Zealand), Majak Daw (South Sudan) and Paul Vander Haar (The Netherlands) have also coached at AFI events.
- The abundance of players with a multicultural background presents a significant opportunity for both former and current players to promote both international Footy 9s and their clubs.
- Thanks to the power of social media, we now have multiple low-cost platforms – such as Facebook, Instagram etc. – to build both awareness and interest.
- Sport is about people, and there will be some great stories that will emerge regarding players, their backgrounds and their journey to the AFL. This will be invaluable in terms of promoting the AFL and the relevant AFL club.
- Opportunities could include conducting coaching clinics and/or umpiring Footy 9s matches in a player’s country of origin (any time of year for former players) or during the off-season (current players).
- Strong people-to-people links will be vital in growing Footy 9s internationally. As a result, an important part of our strategy is to develop links between Australia’s multicultural communities and their respective homelands.
- The 2021 Census reveals that 51.5 per cent of Australians were born overseas or one or both parents were born overseas. Australians come from more than 200 countries and speak over 300 languages.
- AFI has had great success in developing strong people-to-people links through programs such as the Harmony Cup, World 9s and Touch Footy World Cup.
- Our aim is to build on and enhance these links moving forward, creating a global network of participants and stakeholders.
- Please watch the videos below to see examples of the work we have done with many multicultural communities in Australia.
- AFI’s major objective is to seek and gain recognition as the International Federation for Australian Football.
- As our great game has never had an International Federation (IF), it is important to outline its roles and responsibilities.
- An IF acts as governing body for a specific sport on a global level, establishing technical rules, regulating player conduct, and promoting worldwide development. It is responsible for organising world championships and overseeing the sport’s inclusion in major events like the Olympic Games. Key roles and responsibilities of an IF include:
- Rule Management: Establishing and enforcing the technical rules, regulations, and fair play standards for the sport.
- Competition Organisation: Running international competitions, World Cups, and managing sport-specific aspects during the Olympic Games.
- Development and Promotion: Promoting the sport worldwide and supporting grassroots initiatives to develop players, coaches and umpires at all levels.
- Anti-Doping Policy: Implementing, monitoring, and enforcing anti-doping policies in compliance with the World Anti-Doping Agency (WADA) code.
- Player Representation: Establishing selection criteria, qualification systems, and managing world rankings.
- Integrity and Governance: Managing administrative operations, upholding ethical standards, and ensuring compliance with the Olympic Charter.
- One of our major objectives is for AFI and the AFL to develop a collaborative, strategic partnership focused on growing Australian football globally, specifically through Footy 9s.
- Our aim is to emulate the great working relationship between the National Football League (NFL) and the International Federation of American Football (IFAF).
- They work together on development initiatives, talent identification and securing the sport’s inclusion in the Olympic Games, with flag football set for the 2028 Olympics in Los Angeles. Key aspects of their relationship include:
- Flag Football Development: Together, they are promoting flag football as a fast, accessible and gender-equal sport globally. This includes joint initiatives in Africa, Australia and supporting the 2026 IFAF Flag Football World Championships in Germany.
- Olympic Pathway: IFAF, as the recognized governing body by the IOC, led the bid for flag football in the 2028 Olympics, with essential support and partnership from the NFL.
- Vision for 2028 & Beyond: The NFL actively supports IFAF’s long-term goal of increasing global participation, which includes nurturing pathways for athletes from grassroots levels to elite competition.
- It is vital that AFI and the AFL develop a successful and mutually beneficial relationship.
- Working together is a win-win for AFI, the AFL and, most importantly, our great game.
- One of AFI’s major objectives is to secure the inclusion of Footy 9s in the 2032 Olympic Games in Brisbane.
- We are keen to follow in the footsteps of Rugby 7s, which is now an Olympic sport after making its debut at the 2016 Olympic Games in Rio.
- Footy 9s is similar to Rugby 7s in that an immediate connection is made to the sport, with added reference to the number of players on the field.
- The sports market is rapidly changing. Sport climbing, surfing, skateboarding and even breakdancing have also been included in the Olympic Games in recent times.
- The 2032 Olympic Games in Australia represent a once in a lifetime opportunity to have Footy 9s included as a demonstration sport.
- Flag Football has been included as a demonstration sport in the 2028 Olympic Games in Los Angeles. If the American Game has been included in the American Games, why can’t the Australian Game be included in the Australian Games?
- There are already many clubs and leagues around the world that would embrace the opportunity to be involved in the Olympic journey.
- Inclusion of Australia’s uniquely indigenous sport in the Olympic Games will also provide a great carrot for countries to take up and play a new and exciting sport.
We hope you have enjoyed reading through our Strategic Plan.
If you would like to provide feedback, or get in touch, please contact us via the details below.
