Don’t Believe in Never

We hear the word never far too much in society. We hear it at work, we hear it in politics and we hear it in the media. But there’s one place it’s rarely mentioned – and that’s in AFL, because the most magical parts of the game are built on ‘Never’ actually happening.

In AFL, never say never. Never had a team won a Premiership from 14th on the ladder, never had a practicing Muslim won a Grand Final, never had women played in their own professional league. They all happened in 12 months.

We wanted to attract new fans by asking them to believe in a world of togetherness and possibility. And we did that by showcasing the plethora of stories of people involved in the game refusing to believe in never.