The Australian Football League is on the brink of a major overhaul, with the AFL Commission set to discuss a range of key issues including the future of AFL broadcasting, a new logo and the future direction of the game.
Key points:The AFL Commission has recommended changes to the AFL’s logo and logo sponsor in the wake of the AFL Cup and Grand Final scandalsThe commission will discuss a number of issues including sponsorship and game day eventsThe commission is expected to issue a report on its report on the future course of the sport in two weeks’ time.
It is the first major step in the AFL moving to a new branding system in 20 years, with Premier Daniel Andrews promising a “golden era” for the league in the coming years.
But a lot of the changes will be up to big league clubs to implement, with AFL chief executive Andrew Demetriou saying he is “not a fan” of the current logo.
“I’m not a fan of the logo, I don’t like the colour scheme,” Mr Demetris told AFL 360.
“We’re going to look at a whole range of things.
We’re going do a lot with the logo.
It’s a lot for a club to get right.”
They’ll have to get it right and I’ll tell you this, we’ll get it done, we’re not going to take it off.”‘
It’s time to step it up’The AFL has announced it will take a new approach to its logo with a new set of colours and branding, while also changing the logo sponsor.”
The AFL is not the only sport in the world to be in transition,” Mr Andrews said.”
If you look at the world of business, there are other big sporting organisations who are transitioning to a brand new approach and I’m sure there will be other big sports too.
“And if we don’t do this, then I’m not sure what else we’re going be left with.”
Mr Demetrianos said the AFL needed to move to a “new, bolder approach”.
“We want to be the champion of sport, and we want to have a good brand that we’ve been able to build for the last 30 or 40 years,” he said.
The commission has recommended a number the key issues that will be discussed by the commission include:Advertising in new formats such as social media, mobile and the AFL TV appAdvertising, with a focus on local marketsAdvertising around the league’s gamesAdvertising and sponsorship for new stadium projects, with more targeted advertising for the Melbourne Cup, Grand Final and other marquee eventsAdvertising for future grand finalsThe commission also has a “zero tolerance” policy for advertising and sponsorship breaches, which could see the league fined up to $10 million for a breach.