AFL kicks off 2025 season with new campaign from 72andSunny

March 14, 2025 12:02

As the 2025 AFL season commences, the sport is encouraging fans to ‘Get In On It’ via a new campaign from recently-appointed creative agency 72andSunny.

72andSunny won the creative account at the start of the year, tasked with media partnerships, social media, and advertising for the season launch. Having previously described the AFL as “an iconic part of Australian culture”, the agency was briefed to help the game grow its audience with both culturally and linguistically diverse (CALD) communities and younger people.

The new campaign encapsulates this “iconic” status well, drawing on the game’s 160-year history with a plethora of AFL traditions, artefacts, and moments. According to the AFL’s executive general manager of customer and commercial, Bec Haagsma, the campaign brings this history to life, whilst resonating with fans in a modern way.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.