Participation and Fan Acquisition Officer

AFL; Sydney; On-site; AUD 65,000 - 90,000; Full time

Benefits offered by this job

Flexible work options

Professional development and coaching

AFL Silver Memberships

Paid parental leave

Job summary

AFL is seeking a Participation and Fan Acquisition Officer based in Sydney to create memorable experiences that connect new audiences with the game. You will deliver events, activations and community outreach across Greater Sydney, with a focus on Western Sydney, reporting to the Sales Manager.

You will build engagement with communities, work with the NSW/ACT network, and help convert enquiries into participation and long‑term fandom, while upholding AFL values and delivering high‑quality

Qualifications

• Experience supporting or delivering events and activations.
• Strong organisational skills and ability to manage competing priorities in a fast-paced environment.
• Experience providing high-quality customer service across different stages of the customer journey.
• Clear written and verbal communication skills.
• The ability to collaborate effectively across teams, locations and community networks.
• Knowledge and understanding of Greater Sydney, particularly Western Sydney.

Responsibilities

• Lead AFL NSW/ACT events and activations to create memorable experiences for new fans and the participation network.
• Plan a local activity calendar designed to reach new audiences, grow the addressable database and build interest in the game.
• Connect with prospective participants and fans through outbound contact, events, activations and community outreach.
• Work with the AFL NSW/ACT participation and community club network to deliver initiatives that support recruitment and retention.
• Oversee the AFL’s match-day presence at Sydney Swans and GWS GIANTS fixtures.
• Create a training and development calendar for casual Participation and Fan Acquisition Officers.

Skills

Event delivery

Customer service

Communication

Team collaboration

Greater Sydney knowledge

Job description

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Participation and Fan Acquisition Officer

Join the team shaping the future of Australia’s game.

This is your chance to do work that has real impact, in an organisation that moves fast, aims high and plays a meaningful role in the lives of millions across the country through football.

Every role at the AFL helps progress the game, so more people can love it, connect with it and see what is possible through it.

The opportunity

Help grow Australian football across Greater Sydney by creating memorable experiences that connect new audiences with the game.

Based at the AFL Fan Hub and reporting to the Sales Manager, the Participation & Fan Acquisition Officer will deliver events, activations and community outreach initiatives that build awareness, encourage participation and nurture new fans.

Working alongside the AFL NSW/ACT participation and community club network, as well as the Sydney Swans and GWS GIANTS, you will support the journey from initial enquiry through to participation and long-term fandom.

What you’ll own

You will bring participation and fan acquisition initiatives to life across Greater Sydney, with a particular focus on connecting with communities in Western Sydney.

You’ll add value through:

• Leading the delivery of AFL NSW/ACT events and activations that create memorable experiences for new fans and the participation network
• Supporting a local activity calendar designed to reach new audiences, grow the addressable database and build interest in the game
• Connecting with prospective participants and fans through outbound contact, events, activations and community outreach
• Working with the AFL NSW/ACT participation and community club network to deliver initiatives that support recruitment and retention
• Building the presence of the AFL, Sydney Swans and GWS GIANTS across Greater Sydney, with a focus on Western Sydney
• Overseeing the AFL’s match-day presence at Sydney Swans and GWS GIANTS fixtures
• Introducing new fans to elite football experiences that encourage participation and long-term connection with the game
• Creating a training and development calendar for casual Participation and Fan Acquisition Officers
• Supporting consistently high standards across event delivery and contact centre operations
• Partnering with Education Specialists through the AFL NSW/ACT Schools and Community Connect model to identify opportunities for involvement in AFL content

What you’ll bring

• Experience supporting or delivering events and activations that create memorable customer or community experiences
• Strong organisational skills and the ability to manage competing priorities in a fast-paced environment
• Experience providing high-quality customer service across different stages of the customer journey
• Clear written and verbal communication skills
• The ability to collaborate effectively across teams, locations and community networks
• Knowledge and understanding of Greater Sydney, particularly Western Sydney
• The confidence to engage with new audiences through events, outreach and outbound contact
• A practical, hands‑on approach to delivering initiatives and solving problems
• A commitment to teamwork, integrity, inclusion and creating positive experiences for participants and fans

Why you’ll love being on our team

At the AFL, you will be part of a values‑led team that aims high, backs each other and brings energy, care and integrity to work that matters.

This is a place where people play to win, play as one team and play with passion, while always staying grounded in fairness, inclusion and respect. We work hard, support each other and create the conditions for our people to grow, perform and thrive.

What you can look forward to:

• Play The Day Your Way, our flexible approach to working life, built to support you on game day and every day
• My Development, with coaching, mentoring, on‑the‑job learning and formal development to help you keep building your game
• Play Well, our health and wellbeing programme designed to support a healthy body, healthy mind and healthy workplace
• My Benefits, giving you access to a range of partner offers and discounts through our AFL Corporate Partners
• AFL Silver Memberships for permanent team members, so you can enjoy the action at Marvel Stadium and the MCG with family and friends
• 6 months paid primary parental leave with no qualification period for permanent team members

Everyone has a place here

Our game brings people together, and we want our workplace to do the same.

We are committed to building a culture of belonging and an environment where people feel respected, included and able to thrive, and where diversity of background, experience and perspective makes us stronger.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

Whether you’re a footy fan or new to our game, we welcome everyone to apply. We know great candidates don’t always tick every box. If this role excites you, we encourage you to apply, even if your experience doesn’t perfectly match the job description.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/Vulnerable People check and a satisfactory criminal history record check.