SANFL Season Launch

For the first time, the 2026 Hostplus SANFL and SANFLW Season Launch was held in Rundle Mall, transforming the precinct into a vibrant football festival and giving fans the opportunity to connect with their favourite clubs, players and personalities ahead of the new season.

Taking over the Rundle Mall and Gawler Place intersection, the activation created a dynamic fan zone that celebrated both the SANFL and SANFLW competitions while bringing the excitement of the upcoming season directly to the public. The event attracted football fans, shoppers and visitors throughout the day, delivering a high-energy experience in the heart of Adelaide.

A highlight of the launch was a series of on-stage appearances featuring SANFL and SANFLW club captains and coaches. Fans heard firsthand insights into the season ahead through interviews, quick-fire Q&A sessions and exclusive previews, creating an engaging and interactive experience that brought supporters closer to the game.

The activation extended beyond the stage, with a range of activities designed to entertain visitors of all ages. A Super Match-themed relaxation zone featured beanbags, lounge seating, umbrellas and giant lawn games, providing a welcoming space for fans to soak up the atmosphere. Live music from DJ Haz, performing from the back of the KIA Tasman, added energy to the event, while interactive SANFL digital games and the AFL 2026 video game gave visitors the chance to test their football skills.

Prize giveaways proved a major drawcard, with the SANFL Lucky Dip offering fans the chance to win a range of football-themed rewards, including Hostplus SANFL League Grand Final packages, season passes, Super Match tickets, Sherrin match-day footballs and official merchandise. The AAMI Lucky Zone also gave visitors a preview of the fan experiences available at upcoming Super Match events.

Adding to the event atmosphere, Fresh 92.7 broadcast live from the Mall, with presenter Steph hosting a Workday Outside Broadcast and rewarding visitors with free coffees and Hostplus SANFL Men’s and Women’s League match-day tickets. The FiveAA Sports Show also joined the festivities, broadcasting live from the precinct with Rowey and Timmy G and further amplifying the event’s reach and engagement.

By bringing the Season Launch into one of South Australia’s busiest public spaces, SANFL successfully connected with existing fans while introducing the excitement of the 2026 SANFL and SANFLW seasons to thousands of visitors in an accessible and engaging way. The activation demonstrated the power of experiential events in creating meaningful community connections and generating anticipation for the season ahead.