AFL swings the axe on in-house media

The AFL has undertaken a significant shake-up of its media department, moving away from in-house production as it closes its Docklands studio and introduces a new outsourced content model.

The shift follows a staff email sent this week by Bec Haagsma, AFL Executive General Manager of Customer and Commercial, outlining the formation of a new AFL Digital Network that will oversee league content and “grow fandom across our owned channels”.

The league will decommission Studio A at AFL House, with several production roles entering redundancy consultation.

While the AFL has not confirmed numbers, Mediaweek understands at least 30 positions have been affected since the men’s grand final, with further departures across the broader media and commercial team.

Front-facing reporters and presenters are not expected to be impacted. Instead, the restructure focuses on changing where and how the AFL produces content.

According to the internal note, this will increasingly be delivered through “strategic partners” including content creators, broadcasters and external production companies.

A pivot to outsourced production

Haagsma told staff the league would lean more heavily on outside studio providers, rather than maintaining its main in-house facility.

The AFL will still commission and distribute content, but with a smaller internal production footprint and a greater emphasis on social and editorial capability.

While the league has not specified which external partners will be engaged, Mediaweek understands the assumption internally is that production work is likely to shift to SEN, though the AFL has not confirmed any arrangement.

The change comes as the AFL continues to diversify its digital output, including vodcasts and social video formats.

In the email, Haagsma noted that AFL and AFLW content generated more than 50 million video views and 180 million article clicks annually.

Leadership changes and industry context

The restructure coincides with the resignation of long-time AFL executive David Grossman, who will depart in the new year. Grossman has held multiple strategic roles over more than a decade, most recently as General Manager - Clubs and Scheduling.

The AFL has also advertised for a reporter and host to cover parental leave, signalling that some editorial expansion will continue even as production capabilities are reduced.

In announcing the changes, Haagsma said the new model would help the league engage "key audiences beyond our current owned footprint and avid fan base”.

Mediaweek has reached out to SEN for comment.

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