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AFL Films manages the AFL's Film and Videotape Library under licence. As part of this role, it also manages, on behalf of the AFL, the process for the sale of AFL footage to third parties. Whether it is an AFL club, sponsor or advertising agency that is seeking to use footage, the request for the vision must come through AFL Films. AFL footage is the intellectual property of the AFL, therefore it is important that the AFL controls how and by whom the footage is being utilised.

The process for the sourcing and approval for usage of AFL footage is as follows.

1. All requests for AFL footage should be submitted in writing to:

AFL Films
Ground Floor, AFL House
140 Harbour Esplanade
Docklands Victoria, 3008

Ph (61 3) 9620 7222
Fax (61 3) 9620 7333
Email aflfilms@aflfilms.com.au

2. To facilitate the approval process, the request should be accompanied by a script or general synopsis of how much footage is required, what particular footage you are wanting to source, how and where it is to be used and for what period.

3. This information will be compiled and sent to the AFL Commercial Operations Department for approval.

4. Whilst the approval process can be fast-tracked, the turnaround time from the AFL is generally two days, but this can vary depending on the complexity of the request. Turnaround time for the whole process (request to receiving footage) is generally within a week.

5. The AFL reserves the right to reject any request for footage.

6. If approval is granted, AFL Films will draw up a user agreement that needs to be signed before the vision will be released.

7. If the vision has been physically sourced from elsewhere, for example from an AFL broadcaster, the request for usage still has to be submitted to AFL Films, AFL approval sought and user agreements signed, including a letter of authority.

Fees
There are three potential fee components that need to be paid when sourcing AFL footage:

1. Royalty fees
2. Production fees
3. Sales Promotion fees

Royalty Fees
The royalty fee is the fee paid to the AFL for the right to use its intellectual property. The determination of the fee is based upon the production type, the territory that it is to be shown in and what broadcast medium is to be used.

AFL Clubs are able to access AFL footage royalty free, providing it is only used for the purpose of promoting the club and its services, with no other third party involvement.

Special royalty rates are available for AFL Club sponsors and AFL Licensees.

Quotes are available upon request.

Production Fees
The production fee is the fee paid to AFL Films for the sourcing, editing and provision of the actual vision in the requested format.

Sales Promotion Fees
A sales promotion fee may be charged on top of the full royalty and production fees for footage, if an unrelated organisation is using the vision to sell its product/service where that organisation has no relationship with the AFL. This will be determined on a case by case basis by the AFL, once the request has been submitted. The AFL reserves the right to reject any such application.

If AFL footage is not a primary focus of the advertisement or public broadcast, but is used as part of the background film, then this usage is incidental and it is most likely that only a royalty fee will be payable.

Approval of Television Commercials
The AFL must view a television commercial for final approval of AFL intellectual property (players/jumpers/logos) before it goes to air, to ensure that the footage has been used correctly and to determine whether or not player approval needs to be sought. If the AFL determines that a piece of footage may require AFL player approval, it will refer the matter to the appropriate player manager. It is then up to the producers of the commercial to negotiate directly with the player manager in terms of approval and potential fee payable.

The AFL will have the right to withhold final approval and have the advertisement withheld if the intellectual property is abused in any way or if player approval has not been sought.

The AFL appreciates that requests for footage for television commercials are generally of an urgent nature and are produced within tight deadlines. In all circumstances where it is deemed that an advertisement requires player approval, it cannot go to air until player approval is granted by the AFL Players Association or the player manager and communicated to the advertising agency in writing.

Please note:
AFL officials - including AFL & Club administrative staff, Club coaches and officials do NOT fall under the AFL's approval process. If these people are featured in a TV commercial then the production company needs to seek approval from those individuals separately and directly.

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