The Australian Football League (AFL) is turning up the emotional volume of the game with its powerful new brand platform, “If You Feel It, You’re In On It.” Created in collaboration with TBWA\Melbourne, the campaign captures the raw, goosebump-inducing energy that makes footy more than just a sport in Australia — it’s a shared national feeling. From the roar of the crowd to the tension of a final siren, the AFL is celebrating the deeply personal and collective connection fans have with the game.
At the heart of the campaign is a simple but resonant truth: you don’t just watch AFL — you feel it. Whether you’re in the stands, at a local pub, or glued to your TV at home, the emotional highs and lows create an unspoken bond between strangers. The new brand direction leans into those authentic moments — the nervous anticipation before a set shot, the eruption after a goal, the heartbreak of a narrow loss — reminding fans that if they feel it, they belong.
Unlike traditional sports advertising that focuses heavily on athleticism or star players, this AFL campaign shifts the spotlight onto the fans and their emotional rituals. It showcases how footy transcends generations, backgrounds, and locations, uniting Australians through a shared pulse. By putting the feeling front and centre, TBWA has crafted a platform that feels inclusive, modern, and deeply human.
Strategically, this rebrand positions the AFL not just as a competition, but as a cultural force. In a fragmented media landscape where audiences are constantly distracted, leaning into emotion creates memorability. The campaign is designed to extend across broadcast, digital, social, and on-ground experiences throughout the season, reinforcing the idea that AFL isn’t just something you attend — it’s something you live.
With “If You Feel It, You’re In On It,” the AFL is reminding the nation why footy remains such a powerful cultural heartbeat. It’s not about knowing every rule or supporting a specific club — it’s about that unmistakable feeling when the stadium lights blaze and the ball is bounced. And as this new era of brand storytelling unfolds, one thing is clear: when it comes to footy, emotion is the ultimate entry ticket.
