The AFL has today announced a groundbreaking new initiative in partnership with mental health and wellbeing service provider Converge, to deliver an industry-first, dedicated 24/7 mental health helpline for AFL and AFLW players and coaches.
Converge is one of Australia’s leading mental health and wellbeing providers, with its longstanding partnership with the AFL supporting the mental health and wellbeing of all league, club and Marvel Stadium staff and their families.
1300 PLAY ON is a new initiative that extends 24/7 mental healthcare directly to players and coaches - setting a new national benchmark for athlete wellbeing. This service connects players and coaches with qualified mental health professionals anytime, anywhere, as well as after-hours appointments for ongoing care.
Unlike traditional helplines, 1300 PLAY ON is not just for crisis moments - it is designed to support everyday challenges including stress, performance pressure, relationships, career transitions, sleep, and overall wellbeing.
It is accessible 24 hours a day, seven days a week, enhancing the existing mental healthcare supports already provided to players through their club based practitioners and the AFL and AFL Players Association specialist service networks.
AFL Head of Mental Health and Wellbeing, Dr Kate Hall, said the new PLAY ON service is an essential part of the AFL Mental Healthcare Roadmap, provided to clubs in late 2025.
“Our team spent last year mapping the club based and specialist mental healthcare services available across our industry and made a commitment to achieve a stepped care model for players – a first for the sports industry,” Dr Hall said.
“This model recognises that mental health exists on a continuum and that early, timely, and coordinated support improves both wellbeing and performance, whilst also providing a safety net through crisis support. The Roadmap also acknowledges the AFL’s commitment to the social and emotional wellbeing of Aboriginal and Torres Strait Islander players and the provision of culturally responsive mental healthcare.”
“We identified a need for a 24/7 accessible service that can meet the needs of players and coaches wherever they fall on this continuum, leading to the creation of PLAY ON.”
“This service, in addition to the existing support networks through our partnership with Converge, help us meet our commitment to our players for trusted, expert, accessible on demand support. Anywhere. Any time.”
Converge Chief Clinical Officer, Cate Page, said the 1300 PLAY ON helpline addresses a crucial gap in the existing support services.
“In high-performance environments, pressure doesn’t stop after the final siren. Immediate, 24/7 access ensures players and coaches can get real-time support whenever challenges arise - on game day, after hours, or while on the road,” Page said.
Executive General Manager, Football Operations, Laura Kane, said the AFL Mental Health Roadmap details the AFL’s long-term investment in supporting player mental health.
“Working directly with clubs, we are bolstering foundational support and mental healthcare in clubs through our directive for every player to have access to a club psychologist,” Kane said.
“Our model moves beyond reactive crisis care and delivers a proactive, accessible, and best-practice model of support that meets players and coaches wherever they are.”
AFLCA CEO Alistair Nicholson said everyday services to support the mental health and wellbeing of coaches was essential.
“The AFLCA is pleased to support such an important industry initiative and provide vital mental health and wellbeing services for our members,” Nicholson said.
“Coaching can be a high-pressure job in a high-stakes environment, so the more quality support we can offer our people the better served they will be in their roles.”
AFLPA General Manager of Member Engagement and Programming, Ben Smith said the AFLPA is a strong supporter of players having choice in relation to their mental healthcare.
“The AFL’s partnership with Converge to implement a confidential helpline provides another important layer of mental health and wellbeing support for players, coaches and industry staff.”
About Converge
Converge is one of Australia’s leading mental health and wellbeing providers, facilitating 24/7 counselling, clinical mental health care, crisis support and wellbeing services to thousands of Australians across workplaces and communities.
EAP Provider Australia | Converge
Key Features of AFL Industry Player Mental Healthcare Roadmap
- Developed in consultation with club healthcare teams and player delegates
- Communicates shared principles that underpin mental healthcare services
- Outlines four levels of mental healthcare available to players
- Outlines who provides what services and where
- Empowers players to find the right support at the right time
- Commits to a strong foundation of mental wellbeing as essential to sustain high performance
- Sets standards of safety and quality assurance
AFL-AFLW-Mental-Healthcare-Roadmap-2025.pdf
Key features of the Reach Out to PLAY ON initiative
- 24/7 confidential helpline to access support delivered by credentialed mental health professionals
- Available to AFL and AFLW players and coaches
- Not just for crisis - support for everyday wellbeing, stress, performance, relationships, and life challenges
- Online appointment booking for ongoing mental health care
- Part of a stepped care model, ensuring timely and appropriate levels of support
- Seamlessly integrated with AFL mental health services and club wellbeing programs
