AFL Chief Executive Andrew Dillon today said the football industry would unite to support the Selwood family, following the passing of Adam Selwood in Perth overnight.

Adam was 41 and Mr Dillon said he could not imagine the pain for the family after the loss of Troy Selwood earlier this year, and urged all those in football, and the wider community to reach out whenever possible to their friends and colleagues and check in on them.

"Adam was a dearly loved son, brother, husband and father and his loss is a tremendous blow for all who loved him," Mr Dillon said.

"On behalf of the AFL and all of our clubs, I want to send our love to his wife Fiona and their two children, to Maree and Bryce Selwood, Joel and Scott, and their families, and all of Adam's many friends and colleagues and past team mates at West Coast and across football.

"Adam was a premiership player and outstanding contributor to the game at the highest level, and then latterly continued to work in the game in coaching and other roles, but first and foremost he was a young man who gave so much time and love to those around him."