The Australian Football League (AFL) has announced a long-term strategy to accelerate the growth of Australian Rules Football in India, setting an ambitious target of more than 100,000 registered participants in the coming years. The initiative marks the AFL’s most significant commitment yet to expanding the game in one of the world’s largest sporting markets.
India has emerged as the AFL’s fastest-growing international market, presenting new opportunities to increase participation while strengthening sporting and cultural ties between Australia and India. League officials believe the country’s vast sports-loving population provides a strong foundation for the future development of Australian Rules Football.
The strategy follows AFL CEO Andrew Dillon’s visit to India earlier this year, where he attended the AFL India National Championships in Ranchi. The visit reinforced the league’s commitment to supporting a sport that has largely been developed through grassroots efforts and volunteer-driven initiatives.
As part of the first phase, the AFL will invest in youth and grassroots programs, including schools, academies, coaching development and umpire training across priority regions in India. The goal is to establish a sustainable pathway that introduces more young people to the sport and supports long-term participation.
The strategy also aims to achieve broader national recognition for Australian Rules Football in India. AFL officials hope to see the game played across every Indian state and in schools nationwide, supported by stronger representative competitions and future international opportunities for emerging talent.
A key component of the plan is the creation of the AFL India Talent Academy, which will focus on developing players, coaches, umpires and administrators. Dedicated investment will also support women’s and girls’ participation programs, helping create greater opportunities for leadership and involvement in the sport.
To support community growth, the AFL will distribute tens of thousands of Sherrins and other football equipment to local communities. The initiative is designed to make the sport more accessible while helping local organisations build stronger participation networks across India.
The league also plans to deepen engagement with Australia’s growing Indian diaspora through local participation programs, cultural celebrations and talent development pathways. Existing initiatives such as AFL Khel, AFL Hindi broadcasts and the AFL Community and School Connect program will play an important role in expanding awareness of the game.
Since Australian Rules Football was introduced to India in 2008, more than 20,000 people have participated across 11 states. With the new strategy now in place, the AFL hopes to build on that momentum and create a sustainable future for the sport while strengthening connections between communities in India and Australia.
