About 100,000 fans are expected to attend the Australian Football League (AFL) grand final at the Melbourne Cricket Ground today, while next weekend marks the culmination of the National Rugby League’s (NRL) season in Sydney. As both leagues reach the end of their domestic seasons, they are increasingly focusing on expanding their reach internationally to sustain growth amid stiff competition in Australia’s crowded sports market.

Australian Rules Football, commonly known as AFL or “Aussie rules,” has long been considered the country’s most successful national sport. Since expanding beyond its Victorian heartland in the late 20th century, it has drawn nearly 7.8 million attendees during the regular season—almost double the crowd size of rugby league matches. Last year, the AFL generated revenue of A$1.2 billion (approximately $844 million) and posted a net profit of A$66 million, with around 1.4 million Australians paying club memberships, one of the highest levels globally for any sport.

Despite these figures, the NRL asserts its status as Australia’s biggest sport, bolstered by a recent A$5.3 billion ($3.5–3.8 billion) broadcasting rights deal secured in July, eclipsing the AFL’s record A$4.5 billion agreement from last year. This package includes expansion into New Zealand and staging annual games in Las Vegas. In 2025, the NRL reported revenues of A$846 million and a record profit of A$65 million, marking its fifth consecutive profitable year.

NRL executive chair Peter V’landys emphasized the league’s strategic push into the Pacific, the United Kingdom, and the United States as key to its global ambitions. He identified the UK—home to the sport’s origins—as a primary growth market, where the NRL is also seeking to invest in the British Super League. Expansion plans include adding a second New Zealand team following the success of the Warriors in a rugby union–dominated country, and introducing a Papua New Guinea team, the Port Moresby Chiefs, targeted for 2028. This move is supported by a A$600 million package from the Australian government, designed to strengthen regional ties and counterbalance China’s influence in the Pacific.

Pat Conroy, Australia’s minister for Pacific Island affairs, highlighted the NRL’s role as a soft power instrument, noting rugby league’s contribution to regional security and its appeal beyond Australian borders—a reach AFL has yet to replicate. The Chiefs have secured several established NRL stars and a prominent sponsorship with Bank South Pacific. The international potential was further underscored by the recent acquisition of a majority stake in the NRL’s Melbourne Storm by Swedish private equity firm EQT, valuing the club at A$150 million, marking a significant foreign investment in Australian sports.

Analysts and commentators have noted contrasting trajectories for the two codes. Author Hunter Fujak described the AFL as entering a mature phase, with limited scope for further domestic growth, while the NRL is experiencing upward momentum, particularly internationally. However, AFL figures such as former Collingwood president Eddie McGuire argue that the league remains commercially robust and is instead benchmarking itself against global leagues like the NFL. The recent NFL game at Melbourne’s MCG, which attracted over 100,000 spectators including many visiting Americans, has inspired AFL to consider broader international strategies.

The AFL continues its domestic consolidation by adding a 19th team in Tasmania, with potential future expansion in the Northern Territory. Internationally, it maintains a presence in England with streamed content and exhibition matches, including collaboration with Gaelic football in Ireland, though it has struggled to gain significant mainstream traction there. Other international markets pursued include China, the UAE, New Zealand, and notably India, which AFL officials view as a key frontier due to growing trade links and a substantial Indian diaspora in Australia.

Since its introduction in India in 2008 with only 150 players, Aussie rules football has expanded to 20,000 participants across 11 states. AFL head Andrew Dillon outlined a goal to extend the sport’s presence to 20 Indian states and achieve recognition as a national sport. Dillon’s visit to Mumbai earlier this year focused on leveraging existing cricket infrastructure, as Indian cricket grounds are well suited to the oval-shaped Aussie rules game.

Despite domestic rivalries, leaders from both codes acknowledge each other’s international efforts. V’landys commended Dillon’s initiatives in India, stating that should AFL succeed there, he would “take his hat off” to them. Both leagues appear committed to growing their global footprint as they compete for new audiences beyond Australia.