The AFL today launched its new online retail site, ShopAFL as the most comprehensive online destination for AFL fans wishing to purchase authorised AFL retail products.

The launch of ShopAFL enables fans to select merchandise across all 18 AFL clubs with greater efficiency than ever before - the newly established site offers customers the ability to select products from any number of the 18 Clubs in one simple transaction.

With the latest functionality features, the new site meets the expectations of today’s online customer and extends to the increased usage of mobile and tablet devices for online shopping.

Other features include the ability to personalise your own name and number on club guernseys, 360 degree views of guernseys, live chat customer service, speedy delivery and the biggest range of official AFL gear in the one location.

AFL Commercial Operations General Manager, Darren Birch, said the new ShopAFL site was the result of the AFL working collaboratively with all 18 clubs to reach a broader range of customers.

“With such strong demand for AFL merchandise from the footballing public – both nationally and internationally - we identified the need to enhance our online retail presence some time ago,” Mr Birch said.

“ShopAFL is the league-wide site for customers and fans of the game both here and abroad, as well as being an ideal online gift destination.”

ShopAFL is now live at shop.afl.com.au