AFL in Northern Territory: boosting trade and tourism

Sports media expert Lewis Martin has backed the idea of a Northern Territory AFL expansion during an interview on Footynomics with host Tim Harcourt, arguing a 20th AFL licence could deliver major economic, tourism and social benefits for the Top End.

Martin described Darwin as the “front door” of Australia, pointing to its strategic location near Singapore and Indonesia as a gateway for trade, tourism and regional influence.

He also highlighted existing infrastructure, including major airports in Darwin and Alice Springs, as a strong foundation for future growth.

A key proposal is a new multi-purpose stadium that could host AFL, cricket, rugby, international events and even IPL matches, while attracting visitors from across Southeast Asia.

Martin also noted the Territory’s untapped tourism potential, with iconic destinations like Uluru and unique local experiences that could be packaged alongside sport.

Lewis Martin with Footynoimics host, Tim Harcourt and Ticker News founder, Ahron Young

Beyond infrastructure and tourism, the discussion focused on the wider social impact.

The AFL bid is being framed as a nation-building project that could boost employment, training and community engagement, while strengthening social cohesion in a region where Australian Rules Football already has some of the highest participation rates in the country.

Martin and Harcourt also emphasised the importance of creating local pathways for Indigenous and Territory talent, allowing players to pursue professional careers without leaving the region, while deepening community involvement through volunteering and grassroots sport.