Australian Rules Football Outside Australia - International Promotion, Funding & Governance

International Promotion, Funding & Governance

The International Australian football Council (IAFC) was formed in 1995 by a subset of playing countries to promote and develop Australian football internationally, before unanimously dissolving in favour of the AFL in 2002. In 2005, former IAFC member Brian Clarke in London set up a new organisation called Aussie Rules International. This promotes itself as an international organisation for developing, but not governing, international Australian football. As well as playing a role in promoting Aussie Rules overseas, Aussie Rules International coordinates the Multicultural Cup, played in Australia and aimed at instilling national pride in those born overseas and encouraging migrants to take up the game.

Australian football is not yet considered large enough internationally for a FIFA style governing body, so the Australian Football League is primarily responsible for funding and governance. In the mid-2000s, it provided around $30 million for development of the game in Australia and around A$500,000 annually for international development, with the following breakdown in 2005:

• New Zealand $150,000
• South Africa $100,000
• United States of America $90,000
• Papua New Guinea $45,000
• Other $115,000

Including AFL exhibition and NAB Cup matches, indigenous and AIS youth tours, International Cup funding and staff funding, this will have risen to around A$2,000,000 annually by 2008. Additional support for countries such as South Africa is leveraged through contacts with industry, and is increasingly adding to the total investment.

Much of the additional international promotion of the game is fuelled by exhibition matches, expatriate Australians, local leagues, and various AusAID projects. The internet is seen as a key tool in keeping diverse Australian football communities in contact.