AFL – Multicultural Strategy

Case studies6

AFL – Multicultural Strategy


The AFL recognised a need to further develop its relationships with the CALD communities and communicate what the game has to offer. LOTE was commissioned to conduct research with CALD communities, including demographic research, testing of knowledge levels, barriers to participation and areas of improvement. The research gained invaluable insights which allowed LOTE to create a multicultural strategy based on the findings which allowed the AFL to engage with CALD communities at a deeper level.


LOTE carried out desktop research into several language groups and developed digital surveys that uncovered significant barriers, opinions and areas of focus around attending Auskick and AFL matches. This information was used to develop the AFL’s multicultural round strategy that was to be implemented by all the clubs, including at the grassroots level. LOTE also developed marketing collateral for the AFL, ensuring culturally appropriateness and relevancy.