February 12 2026, 10:45 am | BY Ricki Green | No Comments
The AFL has launched a new multi-platform brand platform ‘Rare Ground’, created in partnership with independent agency The Royals, to herald the return of State of Origin football.
It’s been more than 25 years since a football has been kicked in an elite state representative football match. Now AFL Origin is back, with Western Australia set to host Victoria in a blockbuster match in front of a sold-out Optus Stadium in Perth this Saturday 14 February.
AFL Origin has always been played on rare ground. The rare team combinations that see teammates become enemies and rivals become mates, delivering the kind of intensity that only comes with the best taking on the best.
The campaign features a fresh, bold design taking the iconic Black Swan and Big V and modernising them with dynamic lines and ripples. The design is brought to life across mainstream and digital channels including website, OOH, ticketing and merchandising such as guernseys and playing cards.
AFL Executive General Manager Customer, Commercial & Technology Bec Haagsma says: “State pride is at the heart of AFL Origin. The passion and rivalry our players and fans feel for the Big V and the Black Swans is real, and the creative has captured that energy brilliantly. We can’t wait to see the colours run out.”
Says Founder and Managing Partner at The Royals Andrew Siwka: “Some of my most vivid footy memories are of the tribal warfare that was AFL state-of-origin back in the day. We were so very excited to be able to partner with the AFL on bringing this rare spectacle to life for a whole new generation of fans.”
In 2026, AAMI AFL Origin will be delivered with the support of the Western Australian Government, through Tourism WA, and showcase the best of the state to fans all over the country.
The 2026 AAMI AFL Origin match will be broadcast on Seven Network and Foxtel, as well as 7plus and Kayo streaming platforms, spotlighting Perth and its world-class sporting facilities to the rest of the nation.