AFL Chief Executive Andrew Dillon is in India this week, leading the Australian Football League’s strategic expansion into one of the world’s fastest-growing sports markets. The visit underscores the league’s long-term ambition to take Australian rules football beyond its traditional heartlands and build the game on a global scale.
During the trip, Dillon is scheduled to meet with key sports commissioners, business leaders and community figures across Mumbai and other cities, as the AFL works to deepen its footprint and drive engagement at multiple levels. The trip culminates with his attendance at the 2026 AFL India National Championships in Ranchi, where around 250 men and more than 45 women players will compete from 30 January to 1 February.
Rapid Growth of Footy in India
The growth of Australian rules football in India has been striking. Since starting in 2008 with just around 150 players, the sport now boasts more than 20,000 participants across 11 states. That surge reflects grassroots development efforts and rising local enthusiasm for a game that’s increasingly seen as complementary to India’s vibrant sporting culture.
India’s development body, the Australian Rules Football Association of India (ARFAI), has been at the centre of this expansion, building sustainable programmes, running national and state championships, and fostering community connections that span urban and rural regions.
Broadcast Innovation and Cultural Engagement
Broadcasting is a central part of the AFL’s India strategy. After the first ever Hindi-language AFL broadcast during last season’s Cultural Heritage Series, the league is bringing Hindi coverage back again this year to make the sport more accessible to broader Indian audiences.
Dillon has emphasised that the return of Hindi coverage, coupled with community engagement initiatives, reflects a genuine push to connect Australian football with Indian sporting culture. “India is one of the world’s largest and fastest-growing sports markets,” he said, noting early momentum with nearly 10,000 active footy players already recorded.
Strategic Vision: One Million Participants by 2033
The AFL’s global growth target aims to see one million participants worldwide by 2033, and India sits at the heart of that ambition. The league is also focused on stronger engagement with the Indian diaspora in Australia, building bridges between communities and elevating awareness of the sport both domestically and internationally.
Last year, Dillon joined forces with Dr Sushil Kumar, India’s Consul-General, and the Centre for Australia-India Relations (CAIR) to host a roundtable exploring ways the AFL could better connect with Indian communities in Australia-a sign of the broader diplomatic and cultural efforts behind the sporting initiative.
India’s Place in AFL’s Global Strategy
The India initiative dovetails with the AFL’s wider global ambitions, which have seen the league investigate matches, broadcasts and participation growth opportunities beyond Australia. Media reports have also suggested the possibility of hosting AFL matches overseas as part of the league’s efforts to increase international exposure and grow audiences.
With a combination of grassroots growth, broadcast expansion and community engagement, the AFL’s India push reflects broader trends in sport where previously regional codes seek new audiences in large, youth-skewed markets. For the AFL, India offers not just a new playing field, but a chance to transform Australian football’s global footprint.
