Brand Approvals Information

The AFL’s Intellectual Property (IP), including but not limited to images, logos and footage is one of AFL’s most important assets. Therefore it is vital that all AFL IP is used correctly and consistently in all brand communications to reinforce its value. This includes using all AFL IP in accordance with relevant style guides, website information and industry documents.

Correct and current AFL logos and designations must be used at all times. This site will guide you in selecting the correct AFL logo for your application and the correct corresponding designations to suit.

You first must register your details for approval from the AFL, once your registration is approved you will have access to submit requests.

All AFL Image use must be requested and approved by the AFL and take into consideration the collective agreement between the AFL and the AFL Players’ Association (AFLPA). This states what types of images can be used for promotional purposes, and what images will need player/s and or club approval.

All AFL Footage requests must be approved by the AFL, with all approved AFL footage sourced through AFL Films. All requests must take into consideration the collective agreement between the AFL and the AFLPA.

The AFL reserves all rights to approve or decline all forms of IP requests at its sole discretion. There are always a number of issues for the AFL to consider in approving all IP requests, including but not limited to AFL and AFL Club sponsors/partner conflicts, the intended market/audience and brand values/image.

Each ‘New Request’ will take you step by step through what factors need to be taken into consideration when requesting the use of AFL IP, and the guidelines that need to be adhered to.