The 2025 AFL season reshaped Australian football with record-breaking deals and historic club milestones.
In short: The 129th season of the Australian Football League was defined by a massive $4.5 billion broadcast agreement and shifting landscapes for clubs. From the Brisbane Lions securing back-to-back premierships to Adelaide’s record-breaking minor premiership, the 2025 campaign introduced new venues, tactical scheduling, and historic individual achievements across the league.
The 2025 season marked a pivotal moment for the Australian Football League, underpinned by the largest sports broadcast rights deal in the nation's history. This seven-year, $4.5 billion agreement with the Seven Network, Foxtel, and Telstra fundamentally altered how fans consumed the game. For the first time, Foxtel utilized its own production staff and visual elements for every match, while the Seven Network expanded its reach with Thursday night fixtures across the first 16 rounds. The league also experimented with Sunday night matches, aiming to maximize viewership throughout the 23-match home-and-away schedule.
On the field, the Brisbane Lions cemented their dominance by defeating Geelong to claim their second consecutive premiership. Their success was mirrored by individual brilliance, as Gold Coast’s Matt Rowell earned the Brownlow Medal and Geelong’s Jeremy Cameron secured the Coleman Medal with 83 goals. However, the season also brought heartbreak for Adelaide; despite achieving a club-record 18 wins to claim the minor premiership, they became the first minor premier in the AFL era to lose both of their finals matches.
The season was marked by significant structural and cultural shifts. North Melbourne began a new strategy to play home matches in Western Australia, while Gather Round expanded into the Barossa Valley with a new $40 million facility. Clubs like the Western Bulldogs and Hawthorn celebrated centenaries, and Essendon set a record for the AFL era by fielding 15 debutants. Meanwhile, weather disruptions forced the rescheduling of the Opening Round, highlighting the logistical challenges of managing a league that spans the entire continent.
These developments underscore a league in transition, balancing tradition with the demands of a modern, multi-platform media environment. While the Brisbane Lions celebrated their fifth overall premiership, the struggles of teams like West Coast—who recorded their fewest wins in club history—served as a reminder of the competitive volatility inherent in the sport. As the league looks beyond 2025, the influence of these new broadcast arrangements and regional partnerships will likely continue to shape the future of Australian rules football.
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Sources
- Summary by Intellect · source: 2025 AFL season
- Also: Wikidata — 2025 AFL season · CC0
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