PR Lead - Game Development

AFL - Australian Football League; Melbourne; On-site; AUD 120,000 - 170,000; Full time

Benefits offered by this job

Flexible work days

Professional development

Health & wellbeing program

Partner offers and discounts

AFL Silver Memberships

Parental leave

Job summary

The AFL - Australian Football League is seeking a skilled Public Relations Lead to drive integrated publicity for Game Development programs across Australia. You will develop proactive campaigns, lead media relations and work with AFL teams, state bodies and partners to raise awareness and participation in football.

You will craft compelling stories, brief senior leaders, pitch to various outlets and monitor coverage to report on impact.

Qualifications

• Minimum five years in public relations and media relations.
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Responsibilities

• Lead integrated publicity activity for AFL Game Development programs and priorities.
• Develop and implement publicity plans for key Game Development programs, projects and initiatives.
• Lead PR activity for participation programs and initiatives (e.g., NAB AFL Auskick and NAB AFL Superkick).
• Support communications across community football, new and alternate formats, women and girls, cultural diversity, inclusion and facilities.
• Identify engaging stories and create campaigns for varied audiences.
• Produce media releases, stakeholder briefings, speeches and key messages.
• Pitch story angles to traditional, digital and emerging media outlets.
• Build and maintain relationships with journalists, commentators, influencers and editors.
• Brief senior leaders and spokespeople to support media engagement.
• Collaborate with AFL teams, clubs, state bodies, government and partners.
• Monitor media coverage and produce clear coverage reports.
• Manage publicity activity and projects through to delivery.

Skills

Public relations

Media relations

Storytelling

Media briefing

Relationship building

Project management

Communication

Influencer landscape

Public speaking

Writing

Collaboration

Education

Communications degree

Job description

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 participation, engagement and connection with Australian Football by leading integrated PR activity for the AFL’s Game Development priorities.

What You’ll Own

You will lead proactive, creative and integrated publicity activity that strengthens awareness of the AFL’s Game Development programs and priorities.

You’ll Add Value Through

• Developing and implementing publicity plans for key Game Development programs, projects and initiatives
• Leading PR activity for participation programs, including NAB AFL Auskick and NAB AFL Superkick
• Supporting communications across community football, new and alternate formats, women and girls, cultural diversity, inclusion and facilities
• Identifying new PR opportunities and creating compelling stories that connect with varied audiences
• Producing media releases, stakeholder briefings, speeches, key messages and other media assets
• Creating story angles and pitching them to traditional, digital and emerging media outlets
• Building and maintaining productive relationships with journalists, commentators, influencers and editors
• Briefing senior leaders and spokespeople to support effective media engagement
• Collaborating with AFL teams, clubs, state bodies, government and commercial partners
• Working closely with state and territory media teams to deliver coordinated national outcomes
• Monitoring media coverage and producing clear, useful coverage reports
• Managing publicity activity and projects through to delivery

What You’ll Bring

• At least five years’ experience in public relations and media relations
• Qualifications in communications, public relations, journalism or a related discipline
• Demonstrated experience delivering effective PR outcomes
• Strong knowledge of Australian Football across community and elite levels, or experience within a comparable sporting organisation
• Excellent writing skills, with experience producing media releases, briefing documents, speeches and key messages
• The ability to identify engaging stories and develop creative, proactive publicity campaigns
• A strong understanding of the modern news and influencer landscape
• Experience building effective relationships with media and diverse stakeholders
• The capability and judgement to brief senior leaders and spokespeople
• Experience interpreting media coverage and preparing meaningful reports
• Effective project management, presentation and communication skills
• A collaborative approach, sound judgement and a commitment to delivering work with integrity, fairness and impact

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 program 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.

Ready to play your part?

Applications close 20 November 2026