Participation and Fan Acquisition Officer

Join the team shaping the future of Australia’s game

This is your chance to do work that has real impact, in an organisation that moves fast, aims high and plays a meaningful role in the lives of millions across the country through football. Every role at the AFL helps progress the game, so more people can love it, connect with it and see what is possible through it.

The opportunity

The AFL works across all levels of the game to grow participation, strengthen community connection and deepen the passion of fans nationwide. Based at the AFL NSW/ACT Fan Hub in Greater Sydney, this role plays an important part in introducing more people to Australian Football and creating meaningful connections that inspire long-term involvement.

As the Participation & Fan Acquisition Officer, you'll help grow participation by engaging new audiences through community programs, schools, events and fan experiences. You'll also support crowd-building initiatives for Sydney Swans and GWS Giants matches by connecting participants and new audiences to live AFL experiences.

What you’ll own

You'll play an important role in helping more people discover, experience and stay connected to Australian Football.

You’ll add value through:

• Growing participation and fan engagement by identifying and connecting with new audiences through community events, activations and outreach initiatives.
• Delivering participation and audience growth outcomes aligned to the Greater Sydney operations plan.
• Building strong relationships with schools, community organisations and local partners to create new opportunities for engagement.
• Planning and delivering participant acquisition initiatives through AFL programs, events and targeted community experiences.
• Supporting participant retention by strengthening connections with participants, parents and the wider AFL ecosystem.
• Working with AFL clubs to convert fans and members into active program participants and match-day attendees.
• Collaborating with the School Engagement Manager to transition students from school programs into ongoing participation opportunities and live AFL experiences.
• Delivering seasonal retention initiatives that encourage year-on-year participation across Greater Sydney.
• Connecting participants with fan experiences and game-day opportunities that enhance their journey within the AFL community.

What you’ll bring

• Experience supporting or delivering community events, activations or participation programs.
• Demonstrated ability to build strong relationships with schools, community groups, families and other stakeholders.
• Excellent communication and presentation skills, with confidence engaging groups of varying sizes.
• Experience creating positive customer or participant experiences that encourage ongoing engagement.
• Strong organisational skills with the ability to manage multiple priorities in a fast-paced environment.
• A proactive, collaborative approach and the ability to adapt to changing priorities.
• A customer-focused mindset and commitment to delivering high-quality experiences in every interaction.
• Knowledge of the Greater Sydney region and its communities.
• An understanding of, or passion for, Australian Football and community sport.

Why you’ll love being on our team

At the AFL, you will be part of a values-led team that aims high, backs each other and brings energy, care and integrity to work that matters. This is a place where people play to win, play as one team and play with passion, while always staying grounded in fairness, inclusion and respect. We work hard, support each other and create the conditions for our people to grow, perform and thrive.

What you can look forward to:

• Play The Day Your Way, our flexible approach to working life, built to support you on game day and every day
• My Development, with coaching, mentoring, on-the-job learning and formal development to help you keep building your game
• Play Well, our health and wellbeing programme designed to support a healthy body, healthy mind and healthy workplace
• My Benefits, giving you access to a range of partner offers and discounts through our AFL Corporate Partners
• AFL Silver Memberships for permanent team members, so you can enjoy the action at Marvel Stadium and the MCG with family and friends
• 6 months paid primary parental leave with no qualification period for permanent team members

Everyone has a place here

Our game brings people together, and we want our workplace to do the same.

We are committed to building a culture of belonging and an environment where people feel respected, included and able to thrive, and where diversity of background, experience and perspective makes us stronger.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

Whether you’re a footy fan or new to our game, we welcome everyone to apply. We know great candidates don’t always tick every box – if this role excites you, we encourage you to apply, even if your experience doesn’t perfectly match the job description.

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.

Ready to play your part?

Applications close 29 July 2026