A general view before a Gather Round media op at Norwood Oval on April 4, 2024. Picture: AFL Photos

The AFL has today announced the launch of AFL Axiom – a new invite-only partner conferences that will provide a space for conversation, thinking, strategy, planning and debate.

Set to take place on Wednesday 8 and Thursday 9 April at the 2026 Gather Round in South Australia, the inaugural AFL Axiom event will explore the theme "the future of fandom" and bring together CEOs, CMOs and Senior Leaders from across the AFL's highly valued partners for a series of events, social functions and epic footy.

Networking and strategic discussion will be at the centre of the two-day event, providing the opportunity to take conversations outside of the boardroom to explore the future of fandom and how sport must evolve and innovate to grow and deepen fan connection in 2026 and beyond.

The event will be hosted by media personality and brand and advertising guru Russel Howcroft with a series of world-class keynote speakers including internationally renowned Global Futurist Michael McQueen, Professor Jenni Romaniuk from the Ehrenberg-Bass Institute, NAB Executive Operations Planning and Partnerships Tom Dobson, Mushroom Group’s Chief Creative Officer Tom MacDonald, as well as AFL CEO Andrew Dillon, AFL executives and senior leaders.

AFL Executive Customer, Commercial & Technology Bec Haagsma said:

"We are thrilled to launch AFL Axiom at this year’s Gather Round and offer our partners a different take on an industry event - providing the experience to collaborate, learn, connect and be inspired about how our brands can work together to grow the game."

AFL Axiom will see representatives from across the AFL's Corporate, Broadcast and Licensing partners come together in Adelaide for sessions examining how fan behaviours, expectations and relationships with sport are changing.

The two-day event will strengthen partnerships between the AFL and partners who are integral to the league - future proofing by collaborating with on “The Future of Fandom” and what it means for organisations, customers and fans.  

2026 AFL Axiom – The Future of Fandom guest speakers and topics:

  • Michael McQueen (Futurist) – Being Ready: Thinking for tomorrow
  • Professor Jenni Romaniuk (International Director, Ehrenberg-Bass Institute) – Winning the battle for attention and engagement
  • Tom MacDonald (Chief Creative Office Mushroom Group) - Music and Sport - building and growing fandom together
  • Tom Dobson (Executive Operations Planning & Partnerships, NAB) – How NAB has used the AFL as a key brand building opportunity and why NAB invests in the AFLW
  • Andrew Dillon (CEO, AFL) – AFL Vision
  • Tom Harley (COO, AFL) – Growth beyond traditional heartlands
  • Bec Haagsma (EGM, AFL) – Super-charging fan engagement
  • And more!