AFL appoints iD Collective to lead 2025 and 2026 AFL and AFLW Premiership Cup Tours

Full-service communications agency iD Collective has been appointed by the AFL to lead the 2025 and 2026 AFL and AFLW Premiership Cup Tours, marking a significant milestone in the agency’s partnership with Australia’s premier sporting league.

The contract will kick off with the AFL Men’s Premiership Cup journey, travelling across every state and territory in Australia in the lead-up to the AFL Grand Final. The tour will visit local clubs, schools, and iconic landmarks, offering fans a rare opportunity to get up close with the Cup, capture memorable moments, and share in the excitement of finals season. Following this, the AFLW Premiership Cup Tour will take place in November, building excitement ahead of the AFLW Grand Final.

iD Collective will deliver a dynamic campaign designed to amplify national awareness, drive community engagement, and secure high-impact media coverage. The multifaceted strategy will span the full three-week Premiership Cup tour, encompassing seamless event logistics across key locations, strategic media relations, legendary talent partnerships, content creation and powerful storytelling that celebrates the cultural significance of the Premiership Cup and its journey across Australia.

“We’re incredibly excited to be working with the AFL on this iconic national tour,” says Amanda Booth, Executive Director of iD Collective. “This partnership is a true reflection of our symbiotic business model – where our digital, communications, events, partnerships, and social teams collaborate seamlessly to deliver bold, integrated campaigns. With our extensive experience in the sports and lifestyle space, we’re well-positioned to bring the energy and excitement of the Premiership Cup to life as Australia gears up for finals fever.”