The Australian Football League Kicks Off New Play.AFL Website

The Australian Football League Kicks Off New Play.AFL Website
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Fans of AFL have even more ways to get involved in the sport now, with the launch of www.play.afl, a new website which makes it easier to find ways to participate in Australian Football.

The website, which utilises the AFL’s ownership of the .afl top-level domain, displays the different programs and competitions that are available to people on one, easy to navigate webpage.

AFL head of marketing and insights Julian Dunne said the launch of the website would include an above and below the line campaign focused on generating traffic to www.play.afl and driving participation nationally.

“The new www.play.afl webpage provides a really efficient way to promote our participation programs from NAB AFL Auskick, through to supporting club football. It’s also the first time we have used the .afl top-level domain, which will be well supported through our digital channels,” he said.

With www.play.afl signifying the introduction of the .afl extension, the AFL is believed to be the first sporting code in the world to launch its own top-level domain. This places the AFL alongside globally recognised brands that also applied for their top-level domain, such as .google, .apple and .nike to name just a few.

Tony Kirsch, head of professional services at Neustar – the organisation whose domain name registry technology supports .afl and around 200 of the world’s largest brands – congratulated the AFL for their commitment to innovation and leadership in the digital space.

“The .afl top-level domain provides an opportunity for the AFL to offer a more intuitive digital experience to internet users and www.play.afl is the perfect program to utilise and leverage this new technology,” Kirsch said.

“With their own branded extension, the AFL can create domain names for the very first time that genuinely compliment their content. In this instance, “play afl” is the clear call to action, both encouraging the aim of the AFL’s campaign, and clearly identifying to the visitor what they can expect to engage with when they visit.”

The website also helps prospective female footballers locate a nearby club with the growth in teams and competitions continuing at record levels. People looking to volunteer their time, coach or umpire the game can also find resources on the website to get involved in Australian Football.

To celebrate the launch, a special TV commercial is airing on the AFL’s broadcast partners in Channel Seven and Foxtel, featuring some of the biggest names in football with unfamiliar faces.

Starring every-day Australians who were tracked down by the AFL because they share a surname with one of the AFL’s current day stars, the TVC also features Carlton star Patrick Cripps.

The campaign – you don’t have to be a footy player to be a footy player illustrates that regardless of your age, gender or skill level, there is a football competition or program to suit.

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