AFL works with Be Media by Animoca Brands to set sport NFT benchmark

Jordan Fogarty, Founder and Chief Executive Officer of Be Media by Animoca Brands

The Australian Football League (AFL) and Animoca Brands announced a 5-year partnership that will bring the power of NFTs to the AFL and AFL Women’s (AFLW), and will launch the AFL Mint initiative. The agreement will see the first major Australian sporting league project in the Web3 space come to life, building on the strong heritage and proud audience of the AFL.

The Australian Football League (AFL) joins other world sporting codes who have launched NFT programs, including NBA Top Shots, ICC Fancraze, MotoGP Ignition, and UFC Strikeforce.

What does the partnership mean for the AFL?

By partnering with Animoca Brands and its Australian operations engine Be Media, the AFL taps into a strong local team to deliver the strategy, product roadmap and access to Animoca Brands’ extensive Web3 ecosystem. This will provide fans with immersive metaverse experiences in  areas such as virtual worlds, digital art, and gaming.

The AFL, through its AFL MINT brand, will release its first official licensed NFT ‘drop’ in the coming weeks. AFL Mint is the home of official NFTs for AFL fans, allowing them to own their favourite moments from both the past and present decades. Register now at for exclusive first notification of the inaugural AFL Mint product drop.

AFL Mint products will expand to deliver rewards and real-world experiences via exclusive events, including ticket upgrades, hospitality, experiential zones, and exclusive merchandise.

Australian Football League Chief Executive Gillon McLachlan said the partnership was an exciting new chapter for Australian Football, AFL Players and, most importantly, the fans.

“Our aim is to continue to bring fans new ways of engaging in Australian football. By working with Animoca Brands, we will be playing in a digital space that is only getting bigger. We are officially entering the Web3 space and excited to immortalise moments in time across our Australian Football League and AFL Women’s (AFLW) competitions,” Mr. McLachlan said.

Australian Football League Executive General Manager Customer and Commercial Kylie Rogers said that partnering with Animoca Brands ensures fans are getting the best and most innovative offering possible. “The Australian Football League is excited to partner with Animoca Brands to take our game into the metaverse.” Ms. Rogers said.

“Animoca Brands is at the forefront of the Web3 space and has partnered with a  number of sporting brands. We know we have the most passionate fans in the world, and we want to ensure our audience can continue to experience the game in different ways. We see the partnership with Animoca Brands as key to our next evolution in digital fan engagement.”

“Through our AFL Mint brand, we will launch new moments across our Men’s and Women’s games, plus past greats and other product releases that will bring a unique fan experience we haven’t seen before. AFL Mint will be the place to collect, trade, win and earn.”

What does the deal mean to Be Media, Animoca Brands?

Yat Siu, Co-Founder and Executive Chairman of Animoca Brands said: “I’m pleased to partner with the AFL – Australia’s premier sport – to deliver the Australian Football League Mint.”

“Australian rules football is a unique game, and the AFL Mint is an opportunity to showcase it while introducing fans to digital collectibles. This is a special project for us given our roots as an Aussie firm and we are honoured to bring the AFL and AFLW to the open metaverse”

Jordan Fogarty, Founder and CEO of Be Media by Animoca Brands said: “I am thrilled to announce that our first partnership of 2022 is with the AFL. I’ve been a fan since I was a kid. I have a great love for the game so it’s exciting on many levels to bring this to life.”