AFL has launched AFL On Demand, a free streaming platform which will provide fans with access to AFL content series, documentaries, short files and historical content.

AFL On Demand has launched in partnership with Telstra and will be available on web and mobile via AFL.com.au and the AFL Live app.

The launch includes access to a new series, Sound The Alarm, which showcases exclusive audio and video footage from the coaches box during the 2019 AFL Grand Final between Richmond and the GWS Giants.

AFL On Demand offers unlimited access to a video library of AFL content, including nine-part mini-series Last Time I Cried presented by Hamish McLachlan and Lloydy’s Lists with Matthew Lloyd. It will also host Yokayi Footy, a panel show featuring Tony Armstrong, Bianca Hunt and Darryl White, which features football and stories told by the modern voices of Indigenous Australia’s freshest talent.

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General manager of digital and media, Sarah Wyse, said AFL On Demand provides fans with more than just 24/7 football content – it provides the emotional connection fans are seeking from the game they love.

“We combine the best of sports and entertainment to deliver exceptional, fan-centric stories that celebrate our game’s heroes, history, culture, and community,” said Wyse.

“Our video content goes beyond gameday, exploring the deep connection between life and sport. There is so much more to our game than what happens on the football field. We have an abundance of rich characters, tales of adversity, triumph, and celebrations to share with fans.

“We reach, on average, four-million Australians each month through the AFL’s digital platforms, and our fans are vigorously consuming video content more than ever before.

“Working with our technology partner, Telstra, AFL On Demand has been created with those fans in mind, giving them a platform to find all those stories and more. This is just the beginning, the library of content will continue to build over time with historical and club centric content for example still to come.”

Telstra Media product and technology executive, Rebecca Haagsma said that AFL On Demand demonstrates the deep collaboration between Telstra and the AFL to deliver innovative digital experiences for fans.

“Our technology and digital partnership with the AFL is long-standing, and the products we deliver together are enjoyed by millions of Australians.

“AFL On Demand has been designed and created by the AFL and our product team at Telstra, showcasing our expertise in the sports platform and technology space.”

The AFL will still air its live matches via Seven and Foxtel, and the AFL Live Pass with Telstra.