AFL’s expansion success and future Northern Territory team

Former AFL CEO Andrew Demetriou believes collaboration has been the key to every successful expansion chapter in the league’s history.

Reflecting on the introduction of the Gold Coast Suns and GWS Giants, Demetriou says clubs worked closely together on recruitment strategies and financial modelling to ensure the long term success of both teams.

That united approach helped secure unanimous backing across the competition and laid the foundations for sustainable growth.

More than a decade later, both clubs are proving expansion can work. GWS has rapidly evolved into a consistent finals contender, while Gold Coast continues building a competitive list and strong football culture.

Attention is now turning to Tasmania, where incoming CEO Brendan Gale is expected to lead the club into a new era.

With experience as a former player and AFL Players Association leader, Gale is already helping establish talent pathways and strong organisational support ahead of the club’s arrival.

The conversation is also growing around a possible Northern Territory team, with supporters pointing to the region’s deep football talent and high participation rates.

Advocates say a Territory licence could inspire Indigenous youth, improve social outcomes and deliver major economic benefits through tourism, infrastructure and job creation.

Andrew Demetriou with Footynomics host, Tim Harcourt and Ticker News anchor, Ahron Young at the Ticker Studio

Demetriou also dismissed concerns that expansion weakens the competition, arguing AFL history shows memberships, broadcast audiences and participation numbers tend to rise when the league grows.

A team in every state and territory would cement the AFL’s ambition to become a truly national and Indigenous game unlike any other sport in Australia.