The AFL invites suitably qualified and experienced Respondents to submit an Expression of Interest in order to submit a full proposal to become an Official AFL Licensee for products within the Hard Lines, Soft Lines and Memorabilia & Collectables categories.

At the end of the 3 Stage process the successful Respondent (s) will be granted non exclusive licensing rights within the relevant category for the intellectual property owned by the Australian Football League.  Contractual Terms to commence 1 November 2011 for AFL Financial Year 2012 (1 November 2011 - 31 October 2012) unless otherwise stated.


Stage 1: Respondents are invited to submit an Expression of Interest indicating their organisation’s interest in becoming an Official AFL Licensee. Stage 1 submissions must address Key Selection Criteria.  All Respondents will be notified of the result of their submission by 12pm 24 December 2010.

Stage 1 submission deadline is 4pm Wednesday 8 December 2010

Stage 2: Successful Respondents to Stage 1 will be asked to submit a written proposal outlining their ability to meet the Evaluation Criteria as established by the AFL. 

Stage 2 submission deadline is 4pm Friday 28 January 2011

Stage 3: A shortlist of Respondents who suitably satisfied the Evaluation Criteria will be invited to present in person. 

Stage 3 presentations will take place during February 2011


The AFL is seeking Expression of Interest for a variety of product categories within Soft Lines, Hard Lines and Memorabilia & Collectables categories.  Suitable and qualified respondents are invited to submit tenders for individual or multiple sub categories as below:

Category - Soft Lines

I.    Supporter Apparel (Not including official football guernseys & uniforms)

Sub categories include but not limited to: Outerwear, Sleepwear, Underwear across male and female adult, youth, children’s and infant

II.    Footwear & Accessories

Sub categories include but not limited to: Shoes, Socks, Headwear, Scarves, Jewellery, Watches, Ties, Cufflinks, Bags & Luggage, Eyewear

III.    Domestic

Sub categories include but not limited to: Manchester, Towels

Category - Hard Lines

I.    Publishing & Stationery

Sub categories include but not limited to: Stationery, Publishing, Greeting Cards, Calenders, Posters

II.    Gift  & Homewares

Sub categories include but not limited to: Gift, Homewares, Melamine, Glassware, Novelty, Mobile & Computer Accessories, Infant products

III.    Sporting Equipment

Sub categories include but not limited to: Football Training Accessories, Sporting Goods

IV.    Toys & Games

Sub categories include but not limited to: Toys, Board games, Activity, Outdoor, Educational Toys

V.    Health & Beauty

Sub categories include but not limited to: Plasters, Bath Accessories, Fragrances, Nappies

VI.    Food & Beverage

Sub categories include but not limited to: Confectionery, Baking, Condiments, Cereals, Snacks

Category - Memorabilia & Collectables

I.    Collectables

Sub categories include but not limited to: Collectable Trading Cards, Trading Card Games, Stickers

II.    Memorabilia

Sub categories include but not limited to: Premium Memorabilia, Non Premium Memorabilia


By submitting a proposal to this Expression of Interest, the Respondent acknowledges that:

a)    the AFL at its absolute discretion reserves the right to accept or reject any proposal;

b)    any costs incurred by Respondents in any way associated with the preparation and submission of a proposal, will be entirely borne by the Respondent;

c)    no legal or other obligations will arise between a Respondent and the AFL unless or until formal documentation has been signed.

d)    the success of an application is not solely related to the proposed financial commitment.  Instead Respondents acknowledge that their proposal will be assessed on successfully meeting the Evaluation Criteria as listed below with specific focus on industry experience, corporate and financial positioning, retail relationships and capabilities, quality and reliability of the product offering.


For full details of the Expression of Interest submission process and Key Selection Criteria please download the Expression of Interest document (pdf).


Should you have any queries regarding this process please direct to