The Australian Football League has introduced a new fan-focused initiative ahead of its 2026 Gather Round, partnering with Shell to offer discounted fuel during one of the competition’s marquee weekends.
The promotion will provide a 10 cents per litre discount on fuel from April 8 to April 13, targeting thousands of supporters expected to travel across the country — particularly to South Australia, which hosts the multi-game festival.
A response to rising travel costs
The initiative arrives at a time when global fuel prices remain elevated, driven in part by geopolitical instability. For the AFL, the move is as much about accessibility as it is about fan engagement.
Chief executive Andrew Dillon framed the program as part of a broader effort to keep attending live sport within reach.
“We know there are many cost-of-living pressures on families,” Dillon said. “We are continuing to look at ways to keep our game as affordable and accessible as possible.”
Digital-first activation strategy
Fans can access the offer through the league’s official digital ecosystem. By using the AFL Live Official App, users can generate a daily single-use barcode that can be redeemed at participating fuel stations.
The discount is valid at Shell Reddy Express locations nationwide and applies to both petrol and diesel purchases. A new barcode becomes available each day at 9:00 a.m. throughout the promotional period.
Outside of Gather Round, the app continues to offer a smaller, ongoing discount of 4 cents per litre — extending the value proposition beyond the event itself.
Part of a broader fan mobility push
The fuel promotion aligns with a wider trend across Australian sport, where leagues and governments are increasingly focused on reducing the cost of attending live events.
Recent initiatives include free public transport schemes tied to match tickets in several regions. In states like South Australia and Western Australia, transport is already bundled into ticket pricing, while similar programs have been rolled out in Victoria and New South Wales for selected fixtures.
Strengthening fan engagement beyond the stadium
For Viva Energy, the exclusive licensee of the Shell brand in Australia, the partnership represents a way to connect directly with consumers through sport.
CEO Scott Wyatt said the initiative is designed to deliver tangible value during a period of economic pressure.
“We’re proud that our partnership is giving people a little more back in their pocket and helping make the experience more affordable,” Wyatt said.
Bigger picture
The AFL’s approach reflects a growing shift in sports business strategy — where fan experience extends far beyond the stadium gates.
By integrating cost-saving incentives with digital platforms, leagues are not only driving attendance but also deepening engagement across their broader ecosystems.
As Gather Round continues to evolve into a destination event, initiatives like fuel discounts could become a standard tool in attracting travelling supporters and sustaining momentum around flagship weekends.