Inspired by the AFL’s vision to bring footy into every home and reach one million participants by 2033, AFL Desi was born as a vibrant platform that bridges Australia’s fastest-growing diaspora — the South Asian community — with the heart and soul of Australian football.
At its core, AFL Desi celebrates belonging, storytelling, and cultural pride through sport. The word Desi itself captures the shared identity and unity among South Asians, encompassing those from India, Pakistan, Sri Lanka, Bangladesh, Nepal, and beyond. Through AFL Desi, the League hopes to make the game more accessible, relatable, and welcoming to the community, while fostering a deeper connection to Australia’s most iconic sport.
Building Connection Through Community Engagement
The AFL has long recognised that football is more than just a game — it’s a shared passion that unites people from all walks of life. AFL Desi embodies that spirit by weaving South Asian culture into one of Australia’s biggest sporting codes.
One standout initiative, the Who Do You Barrack For vodcast, blends humour, education, and community voices to introduce new audiences to the excitement of Australian football. It’s an example of how storytelling and laughter can make the game approachable and fun for those discovering it for the first time.
Beyond AFL Desi, the League continues to deepen its commitment to multicultural inclusion through initiatives such as the Cultural Diversity Action Plan, launched in 2025. This plan focuses on understanding community needs, breaking down barriers to participation, and ensuring the game reflects Australia’s rich diversity.
The Cultural Heritage Series, featuring nine special matches across the 2025 Toyota AFL season, further celebrates this diversity by offering elevated match-day experiences that honour the cultural fabric of the sport and its fans.
Representation and Storytelling: At the Heart of AFL Desi
Representation matters — and AFL Desi’s storytelling approach places this belief front and centre. Its dedicated Instagram presence has become a hub for culturally tailored content that educates, entertains, and connects South Asian fans with the world of footy.
Authenticity is key. By working with creators from within the community, AFL Desi ensures that its stories reflect real voices and lived experiences. One such voice is Bharat Sundaresan, the acclaimed writer and commentator known globally for his work with Cricbuzz. Based in Adelaide, Bharat’s storytelling bridges the worlds of cricket and AFL, speaking directly to South Asian audiences with warmth, humour, and insight.
To further strengthen cultural authenticity, the AFL has partnered with a content agency with offices in both Australia and India — ensuring that creative development remains rooted in the values and experiences of the South Asian community across both regions.
Challenges and Opportunities Ahead
Australia is one of the most culturally diverse countries in the world, with nearly 31 per cent of Australians born overseas. As such, it’s vital that the country’s national game reflects and celebrates this diversity.
Through AFL Desi, the AFL aims to not only introduce South Asian audiences to the sport but also create pathways for sustained engagement — from watching and supporting to participation, volunteering, and even elite competition.
The challenge lies in awareness and accessibility, but the opportunity is vast. With the growth of AFL Desi’s presence and the League’s continued investment in inclusivity, the future of Australian football looks increasingly multicultural and dynamic.
A Vision for Inclusion
The long-term vision for AFL Desi is clear — to become an established, trusted part of the AFL’s multicultural landscape and a lasting bridge between cultures through sport.
Alongside initiatives like the Cultural Diversity Action Plan, the Cultural Heritage Series, and talent pathways such as the Next Generation Academy, the AFL is building a future where every Australian can see themselves reflected in the game.
Together, these programs are shaping a sporting culture that values participation, celebrates difference, and welcomes everyone to be part of something bigger — the spirit of Australian football.
AFL Desi isn’t just about introducing footy to new audiences — it’s about redefining what it means to belong.
Through culture, community, and connection, it’s ensuring that the great game truly is for everyone.
