Commercial Licensing

The AFL provides access to imagery for both commercial and editorial purposes. The provision of imagery for either purpose is subject to an approval process as well as a license and delivery fee.

Editorial Licensing

Please contact us directly for editorial licensing information.

Commercial Licensing

Commercial access is usually reserved for AFL and Club Partners but is reviewed on a case by case basis.

To obtain access to AFL imagery for commercial activity, please submit an Image Request through AFL BrandHQ outlining in detail the nature of your request as well as the image ID image number(s) you wish to use.

Please allow 7 - 10 business days for approvals to be processed on AFL BrandHQ.

AFL Photos also holds an extensive offline photo archive that contains further imagery. This includes images such as team headshots, stock imagery including footballs, stadiums and crowds, as well as a rich collection of historical images.

If you require assistance with photographic research, please contact us.

Please note that It is a requirement for you to have both player and club approval to feature current players in commercial campaigns. These images are generally reserved for AFL and Club Partners.

We also have a collection of player imagery where additional player and club approval is not required for commercial use provided the applicable AFL Brandzone and licensing fees are in place. This collection is known as CBA complaint imagery.

What is CBA Compliant Imagery?

CBA complaint images adhere to the terms and conditions set out in the Collective Bargaining Agreement that all AFL players and the AFL enter into.

These are match images that contain four or more players equally. CBA compliant images are generally only available from the current season. You should be cautious when using CBA images from the previous season as they may contain old jumpers or players who have retired or changed teams.

To be CBA compliant an image must:

Feature four or more current players equally Players must be identifiable Where two teams are represented, there must be a minimum of two players from each club Images must be from the current season.

An image is usually defined as not being CBA compliant when one or more players in the image are more prominently featured than others. This might be due to carrying the ball, having a higher footing in a marking contest, or being the main focal point of the image.

Please contact AFL Photos if you wish to view the current collection of CBA compliant imagery.

For more information on the AFL BrandHQ process please contact [email protected] or visit AFL Brand HQ

Official AFL Publishing Guidelines

The Official AFL Publishing Guidelines have been developed to provide clarity on any uncertainty that exists around the use of AFL intellectual property on unlicensed titles containing AFL content. Publishers that do not hold a Commodity Licence Agreement with the AFL are forbidden from using any AFL intellectual property on a book cover (front or back) or any marketing collateral and are not authorised to retail titles via AFL retail channels including AFL Club shops and online.

The following guidelines intend to cover frequently asked questions that have arisen within the publishing industry in relation to the use of AFL intellectual property. Should there be anything that remains unclear after reviewing the document, please contact the AFL directly at [email protected] for further guidance.

1. AFL Intellectual Property

1.1 What is AFL intellectual property?

The AFL owns all registered and unregistered trademarks and brand names, designs and copyright and other industrial and intellectual property associated with the AFL Competition and each of the AFL Clubs and is the owner of all copyright in AFL match vision (collectively AFL IP). AFL IP includes the word ‘AFL’, the AFL logo, various other AFL owned logos, Club names, Club logos, Club mascots, Club nicknames, Club colour combinations and Club playing guernseys.

1.2 How is permission granted to use ‘AFL’ in a title or subtitle?

The brand name ‘AFL’ cannot be used in a title or subtitle unless permitted under a Commodity Licence Agreement with the AFL.

2. AFL Photos

2.1 How is permission granted to use AFL Photos?

Access to AFL Photos that include imagery classified as AFL IP for use on a cover is only available to official AFL licensees under a Commodity Licence Agreement with the AFL. Access to AFL Photos that include imagery classified as AFL IP for use in the internal sections of a book may be available without a Commodity Licence Agreement. The following process must be followed before any AFL Photo that includes imagery classified as AFL IP is made available:

1. Contact [email protected] with the following information:

  • images you require (using their IDs)
  • advise whether your publication is licensed/not licensed; and
  • provide details on print run, ebook usage and whether that image will be used for a cover or internally.

2. Low resolution images may then be released to mock up artwork that must be submitted to AFL BrandHQ (link for AFL approval.

3. If approved by the AFL, High resolution images will be released.

2.2 When can Newspix Photos or Getty Images be used?

You can only use a Newspix or Getty photo if AFL Photos does not have the particular image, or a similar image, to that which you are seeking. For example, an historic image that AFL Photos did not take. You will need permission in writing from AFL Photos to licence the image through Newspix or Getty.

2.3 When can illustrations be used?

Representation of the AFL or an AFL Player in illustrative format requires approval from AFL Brandzone and, where applicable, the relevant player and the associated Club. Any illustration containing AFL IP is classified in the same way as a photo containing AFL IP.

2.4 What is the cost of an AFL Photo?

Contact [email protected] for more information on licensing fees. The fee is based on the number of images purchased, whether the image is for cover or internal use, print runs, and ebook loading, among other factors. Fees will also be dependent on whether the publication is a licensed or unlicensed product.

2.5 How are AFL Photos delivered?

High res images are delivered via a downloadable link through Hightail, which is a fileshare system similar to Dropbox. You do not need an account to be able to download the images.

2.6 How should AFL Photos be credited?

General credit on the imprint page is required for use of AFL Photos e.g. All images © AFL Photos. Additionally, credit as part of the caption in a picture section is required e.g © Photographer name/AFL Photos (where photographer’s name has been provided).

This is a comprehensive limitation of liability that applies to all damages of any kind, including without limitation any direct, indirect, special, incidental or consequential damages (including without limitation damages for loss of business, loss of profits, loss of good will, loss of use, loss of data, cost of procuring substitute goods, services or information, litigation or the like), whether based on breach of contract, breach of warranty, tort (including without limitation negligence), product liability or otherwise, even if the user advises of the possibility of such damages.

Notwithstanding the foregoing, the sole and entire maximum liability of the AFL and its affiliates for any reason, and your sole and exclusive remedy for any cause or claim whatsoever, shall be limited to the amount paid by you for any product or service purchased by you from the AFL.

3. AFL BrandHQ

3.1 What is AFL BrandHQ?

AFL BrandHQ is the AFL brand approvals and guidelines system where you can access, download and gain approval for all AFL IP requests and artwork/creative submissions.

3.2 What is the AFL BrandHQ approval process?

All artwork, including cover and internals, that uses AFL Photos containing AFL IP or any other AFL IP on either licensed or unlicensed product must be submitted to AFL Brand HQ for approval. In the event that an internal section of a book contains artwork containing AFL IP, the book cover does not need to be submitted, but the artwork must still be submitted to AFL BrandHQ. This process prevents the inappropriate use of AFL IP.

3.3 What is the AFL BrandHQ approval timeline?

Please allow 7 - 10 business days for approvals to be processed on AFL BrandHQ.

4. AFL Commodity Licence Agreement

4.1 What benefits is a Licensee granted under an AFL Commodity Licence Agreement?

AFL Licensees have access to the following as part of a Commodity Licence Agreement:

AFL IP on book covers (subject to AFL approval), marketing collateral and ability to market as an official AFL licensed product; integrated marketing support; a discounted rate on AFL Photos via an AFL Photo Licence agreement; access to Club and other authorised AFL retail channels (Clubs are not authorised to sell unlicensed product); AFL assets and style guides to assist with product development; a dedicated Licensing Account Manager; and various AFL resources from internal AFL departments.