Australian Football League
AFL House, 140 Harbour Esplanade,
Docklands, 3008, VIC,
Australia
Docklands, 3008, VIC,
Australia
61 3-9643-1999
Leisure and Hospitality
Australian Football League Technographics
Australian Football League Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Australian Football League and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 1700 Australian Football League employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Australian Football League has purchased the following applications: Microsoft Dynamics 365 for Finance and Operations for ERP Financial in 2022, ConnX Leave Management for Absence and Leave Management in 2010, Conviva for Analytics and BI in 2023 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Australian Football League is running and its propensity to invest more and deepen its relationship with Microsoft , ConnX , The Access Group or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Australian Football League revenues, which have grown to $271.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Australian Football League intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Australian Football League Tech Stack and Enterprise Applications
ERP Financial Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Microsoft | Legacy | Microsoft Dynamics 365 for Finance and Operations | ERP Financial | ERP Financial Management | n/a | 2022 | 2022 |
In 2022 the Australian Football League implemented Microsoft Dynamics 365 for Finance and Operations, deploying Microsoft Dynamics 365 Finance as an ERP Financial platform to provide a centralized industry view of finance across the league and its clubs. The Australian Football League Microsoft Dynamics 365 for Finance and Operations ERP Financial implementation was intended to standardize charts of accounts and governance across 18 legally independent clubs while enabling the AFL finance function to oversee an industry balance sheet.
The implementation emphasized out of the box configuration and minimal customization, using Microsoft Dynamics 365 Finance modules to enforce rules based charts of accounts, automate purchase order processing, and centralize authorization and access provisioning. Security and identity controls including two factor authentication and role based permissions were configured to give centralized support visibility only to necessary data, while enabling remote support and collaborative workflows for club and league finance teams.
Deployment was cloud first, aligning the rollout with existing Microsoft Office 365 usage and planned Azure hosted services, and was delivered with technology partner Fusion5 under an aggressive eight month initial scope. The architecture created a platform that can be spun up per club, offering a lighter onboarding option for smaller clubs while supporting robust finance processes for larger entities, and established a centralized support model and an enhancement backlog to prioritize future improvements.
Governance changes included a common chart of accounts, a business partnering model between AFL finance and club finance teams, and tightened controls around spend and revenue. Early operational outcomes reported by the AFL include 12 clubs adopting the platform in the first 12 months, purchase orders correctly submitted rising from about 10 percent to nearly 50 percent, and end of month reporting time falling from up to 15 days to about 10 days, with further efficiency targets captured in the ongoing roadmap.
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HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| ConnX | Legacy | ConnX Leave Management | Absence and Leave Management | HCM | n/a | 2010 | 2010 |
In 2010, Australian Football League implemented ConnX Leave Management to provide centralized Absence and Leave Management for the organization. ConnX Leave Management was configured as the primary leave planning application, covering entitlement calculation, leave requests, manager approvals, absence tracking, and reporting workflows aligned with HR policy.
Operational scope centered on HR and payroll functions for the AFL workforce in Australia, with operational responsibilities explicitly including maintenance of the payroll system Micropay and the leave planning system Connx. Governance emphasized configuring manager approval workflows and payroll handoffs, while system configuration focused on standard absence types, accrual rules, and integration points to ensure payroll data synchronization with Micropay.
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Payroll | HCM |
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2010 | 2010 |
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Recruiting, Applicant Tracking System | HCM |
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2016 | 2016 |
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Workforce Management | HCM |
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2016 | 2016 |
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Workforce Management | HCM |
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2022 | 2023 |
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Analytics and BI
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Conviva | Legacy | Conviva | Analytics and BI | Analytics and BI | n/a | 2023 | 2023 |
In 2023 the Australian Football League implemented Conviva on its website, deploying the Conviva application under the Analytics and BI category to capture streaming and digital content metrics across afl.com.au. The implementation is explicitly visible on the AFLW Fantasy site which indicates site-level instrumentation of Conviva for live monitoring of web video and viewer behavior.
Conviva was configured to provide real time viewer measurement, audience analytics, and quality of experience monitoring consistent with Analytics and BI capabilities. The deployment emphasized dashboards and reporting for product and editorial teams, and included site tagging and data collection to feed Conviva analytics for content performance and engagement analysis.
Operational coverage focused on the AFL public web properties including the AFLW Fantasy domain, supporting digital content operations and editorial decision making. Governance and operationalization were handled within digital product and analytics workflows, with Conviva data routed into dashboards and alerting streams to inform content delivery and quality reviews.
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Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Collaboration | Collaboration |
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2018 | 2018 |
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Collaboration | Collaboration |
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2020 | 2020 |
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Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Digital Asset Management | Content Management |
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2022 | 2022 |
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Digital Signing | Content Management |
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2017 | 2017 |
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Digital Signing | Content Management |
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2021 | 2021 |
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Video Editing | Content Management |
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2020 | 2020 |
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CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Customer Experience | CRM |
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2013 | 2013 |
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Customer Experience | CRM |
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2018 | 2018 |
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Customer Experience | CRM |
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2020 | 2020 |
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Customer Support | CRM |
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2020 | 2020 |
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Data Management Platform | CRM |
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2016 | 2016 |
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Data Management Platform | CRM |
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2021 | 2021 |
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Data Management Platform | CRM |
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2018 | 2018 |
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Digital Advertising Platform | CRM |
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2015 | 2015 |
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Digital Advertising Platform | CRM |
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2020 | 2020 |
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Digital Advertising Platform | CRM |
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2021 | 2021 |
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Digital Advertising Platform | CRM |
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2023 | 2023 |
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Digital Advertising Platform | CRM |
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2021 | 2021 |
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Digital Advertising Platform | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2012 | 2012 |
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Marketing Automation | CRM |
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2016 | 2016 |
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Tag Management | CRM |
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2021 | 2021 |
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ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Performance Management | ITSM |
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2020 | 2020 |
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Application Performance Management | ITSM |
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2021 | 2021 |
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PPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Project Portfolio Management | PPM |
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2020 | 2020 |
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PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2014 | 2014 |
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Transactional Email | PaaS |
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2020 | 2020 |
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2012 | 2012 |
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Application Hosting and Computing Services | IaaS |
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2016 | 2016 |
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Application Hosting and Computing Services | IaaS |
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2017 | 2017 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Secure Email Gateways (SEGs) | CyberSecurity |
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2016 | 2016 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2021 | 2021 |
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Internet of Things
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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IoT Platform | Internet of Things |
|
2020 | 2020 |
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IT Decision Makers and Key Stakeholders at Australian Football League
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
| No data found | ||||||
Apps Being Evaluated by Australian Football League Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Australian Football League IT executives and key decision makers. This section highlights Australian Football League's latest recorded technology evaluations, including Eventbrite for Event Management on 2025-08-04. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Australian Football League digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| No data found | ||||||
FAQ - APPS RUN THE WORLD Australian Football League Technographics
Australian Football League is a Leisure and Hospitality organization based in Australia,
with around 1700 employees and annual revenues of $271.0 million.
Australian Football League operates a diverse technology stack with applications such as
Microsoft Dynamics 365 for Finance and Operations, ConnX Leave Management and Conviva,
covering areas like ERP Financial, Absence and Leave Management and Analytics and BI.
Australian Football League has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Microsoft, ConnX and Conviva.
Australian Football League recently adopted applications including
Conviva in 2023, Adform in 2023 and Microsoft Dynamics 365 for Finance and Operations in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Australian Football League’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Australian Football League’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Australian Football League technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.