The Soda Academy

AFL - Play.afl Acquia community hub

IE was engaged by the AFL to consolidate all community initiatives on the one technology platform, by launching play.afl.

The Australian Football League (AFL) is the pre-eminent professional competition in the sport of Australian rules football. Through the AFL Commission, the AFL also serves as the sport’s governing body, and is responsible for controlling the laws of the game.

IE recognized that open source technology was the best choice for this engagement, and selected the Acquia Platform and Drupal CMS to deliver a best-of-breed solution for play.afl.

Through a collaborative process, the singular treatment was created under the banners of:

  • P – participate
  • L – learn
  • A – assist
  • Y – your AFL

The success of play.afl was all in the execution. Running treatment development, design, UX and delivery concurrently, using agile processes, meant the entire project was delivered in a 2-week timeframe. IE was given autonomy to implement best practice digital strategies from all angles, and take ownership over what play.afl would look like. The project is a symbol of the AFL’s dedication to innovation and commitment to diversifying their community engagement. Rhys Hayes, CEO and founder of IE said of this new project: “play.afl provided IE with the opportunity to show how quickly innovation can be taken to market without sacrificing both best-practice design and the scalability required for a brand as high profile as the AFL,” he said.

“We’re looking forward to continuing our work with the AFL and using fast paced digital innovation to reach their growing audience, who are engaging in the AFL in every town and regional centre across Australia.”

Darren Watkins, senior director of partnerships at Acquia said: “IE has a reputation for both innovation and delivery excellence, backed by 15 years of continuous operation in Australia. It’s for this reason that we quickly identified IE as one of our key partners and support IE’s work of bringing innovative customer and brand experiences to market that are authentic and intuitive.”