Case Study: Australian Football League boosts community participation and secures local funding with CARTO

Growing Sports Communities through Geospatial Australian Football League

The Australian Football League (AFL), Australia’s premier professional Australian rules competition with 18 teams and a rapidly growing membership base, needed a better way for its Game Development Department to drive 3–4% annual growth across 2,500+ community clubs. Regional managers had to secure funding and make the case for facilities to local and state governments, but standard, non‑localised reports made it difficult to communicate specific local needs and prioritise resources effectively.

CARTO partner Liveli built a geospatial solution that connects player and facility data with Census demographics to create on‑the‑fly, localised maps (including player journeys and market‑penetration views). With individual logins and tailored snapshots, regional managers now get rapid, focused insights that reduce admin work, improve stakeholder acceptance, and strengthen their ability to secure funding and grow participation.

AFL

Shayne Ward

Head of Facilities and Local Government Partnerships