Publicist - Game Development

ABOUT US

As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game – from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game so that everyone can share in its heritage and possibilities.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.

We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

ABOUT THE ROLE

The Publicist - Game Development is responsible for the delivery of strategic and innovative publicity and media outcomes for the teams that deliver the AFL’s Game Development programs and initiatives, which includes NAB AFL Auskick and Superkick, Community Football, Alternate Formats (e.g. AFL 9s), diversity and inclusion, facilities and government programs. This role is designed to amplify the Game Development team’s strategic initiatives through the engagement of consumer and sports media (both national and local) as well as provide exposure through new platforms, influencers, and ambassador engagement.

Game Development is a key pillar for the AFL, and this role will provide strategic PR support for the Women and Girls Action Plan in addition to the expansive community football portfolio and growing the game nationally.

The role provides an opportunity to work with key stakeholders and executives within the industry and generate a meaningful impact on community football programs and their participants with the support of the states and territories’ media teams.

The ideal candidate will have a proven ability to identify new PR opportunities for the AFL, and have a natural ability for storytelling and content creation.

An understanding of all levels of Australian Football or a similar sporting organisation is essential, with a proven ability to deliver PR outcomes.

A DAY IN THE LIFE OF

Key Accountabilities:

 Based at AFL House and reporting to the PR Manager, you will focus on the following:

• Liaise and consult with key internal stakeholders to develop and implement publicity plans for key AFL Game Development programs, projects, and initiatives
• Liaise with key stakeholders across the industry including clubs, government, AFL partners
• Produce media materials and assets, stakeholder briefing documents, and strategic key messaging materials
• Develop and maintain strong relationships with key journalists, commentators, influencers and editors

OUR IDEAL TEAM MEMBER

Core Competencies:

• 5+ years’ experience in Public Relations and Media Relations
• Qualifications in Communications, Public Relations and/or Journalism
• Proven ability to write and produce media materials including media releases, briefing documents, speeches and website copy
• Strong understanding of all levels of AFL football
• Proven ability to media manage spokespeople
• Proven ability to understand and produce media coverage reports
• Excellent writing, presentation and personal communications skills
• Implement proactive, creative and innovative publicity campaigns
• Understanding of the modern news and influencer landscape
• Ability to create story angles and pitch to traditional and digital media outlets
• Effective project management skills
• Stakeholder management skills

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

THE PERKS

• Play The Day Your Way – a flexible approach to your working life
• My Development – lean into the AFL’s My Development program consisting of on-the-job training, coaching and mentoring, and formal learning
• Play Well – access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplace
• My Benefits – with thanks to our AFL Corporate Partners, access great benefits and discounts
• AFL Silver Memberships – permanent team members can access AFL matches at Marvel Stadium and the MCG, enjoy and share the experience of our game with your family and friends!

Applications Close: 14 May 2025