AFL
The official site of the Australian Football League with scores, news and fantasy.
AFL at a glance
AFL is a sports website and one of the most visited sites in Australia, currently ranked #116 in the country. It was founded in 1896 by Victorian Football League clubs and is headquartered in Melbourne, Australia. Today AFL is owned by Australian Football League. Our estimates put its audience at ≈ 30 million visits per month. The business earns money mainly through media rights, sponsorships, ticketing. Its closest rivals include foxsports.com.au, nrl.com, cricket.com.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 28.2 million / month | +2% |
| Q2 | ≈ 29.1 million / month | +3% |
| Q3 | ≈ 30 million / month | +3% |
| Q4 | ≈ 31.8 million / month | +6% |
Traffic sources
- Direct45%
- Organic search30%
- Social16%
- Referral6%
- Paid3%
Audience & demographics
- Men74%
- Women26%
- Age 18-2427%
- Age 25-3431%
- Age 35-4422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 9 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| afl | 1 | Very high | Dominant |
| live scores | Top 10 | High | — |
| match results | Top 10 | High | — |
| league table | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 83% mobile
- Position in country
- Among the leading sports apps in Australia
Company information
- Website
- afl.com.au
- Sector
- Sports
- Owner
- Australian Football League
- Owner type
- Nonprofit association
- Founders
- Victorian Football League clubs
- Founded
- 1896
- Headquarters
- Melbourne, Australia
- Employees
- 700+
- Ownership
- Australian Football League controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $800 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $800 million annual revenue (est.)
- Ownership
- Nonprofit association
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
AFL operates a sports media platform focused on Australia. The official site of the Australian Football League with scores, news and fantasy. Revenue comes mainly from media rights, supported by the other lines listed below.
- Media rights
- Sponsorships
- Ticketing
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #116 in this index
- Sector rank
- Leading sports site in Australia
- Global rank
- 2200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| foxsports.com.au | ≈ 18 million / month | #117 class competitor | — |
| nrl.com | ≈ 13.5 million / month | #118 class competitor | — |
| cricket.com.au | ≈ 9 million / month | #119 class competitor | — |
What is AFL?
AFL (afl.com.au) is a sports media platform serving users in Australia. The official site of the Australian Football League with scores, news and fantasy. It ranks #116 among the most visited websites in the country in this index, within the sports category.
Who owns AFL?
The site is operated by Australian Football League, founded by Victorian Football League clubs. The company was established in 1896 and is headquartered in Melbourne, Australia. It employs around 700+.
Traffic and audience
Traffic estimates place AFL at roughly 30 million visits per month, about 1 million per day. Around 83% mobile of sessions come from mobile devices, and visitors view about 4.8 pages per visit with an average session of 5 min.
How AFL makes money
Revenue comes primarily from media rights, alongside sponsorships, ticketing.
Competitors in Australia
Its closest rivals include foxsports.com.au, nrl.com, cricket.com.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1896
AFL is founded in Melbourne, Australia.
- Growth phase
Expands its sports offering and moves to a mobile-first product.
- Today
Ranks #116 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Live scores and fast match reporting
- Deep coverage of national leagues
- Free access to most content
- Strong mobile and app experience
Cons
- Ad-heavy match pages
- Betting advertising throughout
- Rumour-driven transfer coverage
- Video rights limit highlights
Key statistics
Frequently asked questions
Who owns AFL?
AFL is operated by Australian Football League. Nonprofit association structure, based on public filings and press reporting.
Where is AFL headquartered?
AFL is headquartered in Melbourne, Australia.
When was AFL founded?
AFL was founded in 1896 by Victorian Football League clubs.
How many employees does AFL have?
AFL employs approximately 700+ people.
What is AFL's revenue?
AFL's revenue: ≈ $800 million annual revenue (est.).
Who are AFL's competitors?
Main competitors in Australia include foxsports.com.au, nrl.com, cricket.com.au.
How does AFL make money?
Mainly media rights, sponsorships, ticketing.
Is AFL publicly traded?
No — AFL is not listed as an independent public company; it is operated by Australian Football League.
How many visitors does AFL get?
Third-party estimates place AFL at roughly 30 million visits per month, mostly from Australia, with 83% mobile traffic.
Is AFL safe?
AFL is an established sports site founded in 1896 and ranked #116 in Australia; use the official domain afl.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsafl.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos