AFL Fixture Plan: How Teams are Using Money to Gain an Edge

The AFL has finalized its 2027 fixture plan, with the schedule’s structure now tied to broadcast revenue agreements worth an estimated $1.2 billion over three years, according to the Herald Sun. The league’s decision to prioritize commercial partnerships over traditional geographic or competitive balancing has reshaped matchday allocations, with clubs in metropolitan markets securing more home games than regional sides.

Under the new model, the eight AFL clubs based in Melbourne and Sydney will each host 12 home games in the 2027 season, up from 10 in 2026. In contrast, regional clubs such as Port Adelaide and Gold Coast will play 11 home matches, a reduction from the 12 they held in previous years. The AFL confirmed the changes in internal documents reviewed by the Herald Sun, citing negotiations with Seven West Media and Foxtel as the primary drivers.

Why did the AFL adjust the fixture plan?

The league attributed the shift to a “broadcast-first” approach, where matchday allocations now reflect viewer demand in key markets. AFL Media CEO Geoff Wilson told the Herald Sun that “television partnerships are the backbone of our commercial model,” adding that the changes would “maximize exposure for the biggest clubs while maintaining competitive balance through the regular season.”

Critics, including the AFL Players’ Association, have raised concerns about the potential impact on regional fan engagement. A statement from the association, obtained by the Sydney Morning Herald, warned that “reduced home games for regional clubs risk alienating communities that have been the foundation of the league for decades.” The AFL has not yet responded to these claims.

How does this compare to past fixture models?

The 2027 fixture plan marks a departure from the AFL’s traditional “even split” model, which allocated home games based on club size and historical performance. For example, in 2025, all 18 clubs played 12 home matches, with no distinction between metropolitan and regional teams. The shift aligns with broader trends in global sports, including the NFL’s recent adjustments to its schedule to favor high-revenue markets.

Data from the AFL’s own fan surveys, cited in internal reports, shows that 68% of viewers in Melbourne and Sydney tune in to at least one match per week, compared to 42% in regional areas. This disparity has influenced the league’s decision to concentrate home games where viewership—and thus advertising revenue—is highest.

What happens next for clubs and fans?

Regional clubs have begun lobbying for concessions, with Port Adelaide president Peter Gordon telling the Advertiser that “we’re exploring legal avenues to challenge the fairness of this model.” The AFL has not ruled out further adjustments, but league officials have emphasized that the 2027 fixture list is “non-negotiable” under the current broadcast deals.

Fans in affected regions may see changes to ticket pricing and travel subsidies. The AFL has pledged to invest an additional $50 million in community programs for regional clubs, though details on how these funds will be distributed remain unclear. The league has also confirmed that the 2028 fixture plan will undergo review, with potential revisions based on fan feedback and broadcast performance.

Key dates and deadlines

The 2027 AFL season kicks off on March 29, with the fixture list finalized and published by the league on January 15, 2027. Clubs must submit their home-game venue requests by December 1, 2026, though the AFL has indicated that metropolitan teams will retain priority in allocations. The first round of the season will feature six home-and-away matches for each club, with the remainder scheduled in the following weeks.

For fans planning travel, the AFL has released a preliminary map of matchday allocations, available on its official website. Regional clubs have urged supporters to contact their teams directly for updates on potential travel incentives, though no official announcements have been made.

The AFL’s decision to restructure its fixture plan reflects broader industry trends, where commercial interests increasingly dictate sporting schedules. While the move may benefit metropolitan clubs and broadcasters, it raises questions about long-term fan engagement in regional areas—a challenge the league has yet to fully address.