Event and Experiential Manager


Account Director

in Sport

April 7, 2024

AFL Gather Round 2024 saw sponsors focusing on delivering increased fan engagement through their activations.

AFL Premier Partner and Gemba client, Toyota, used the event as the perfect platform to execute engaging brand moments and celebrate the footy community that make this great game . Toyota returned with the iconic “Big Feeling Letters,” providing fans the picture-perfect opportunity to capture memories at the Gemba’s tracking estimates close to 7,000 fans enjoyed getting their picture taken with the Oh What A Feeling signage during the 4-day event.

Toyota and AFL demonstrated a commitment to sustainability by introducing hydrogen generators to power food trucks at the event. This initiative not only showcased Toyota’s innovative solutions but also aligned with the broader goal of promoting eco-friendly practices within the sporting community.

Gemba Event Manager, Beccy Dodunski, commented that there was a noticeable increase in size and scale compared to last year’s event:

“The growth of fan activations at Gather Round this year was not only evident in the increased number of attendees, but also in the size and quality of activations provided by brands. This trend indicates that the festival is continually improving and is poised to offer even better experiences for fans in the future. The simple executions, and those that offered meet-and-greats with AFL Players get my 3-votes for best-on ground this AFL Gather Round”.

The increased entertainment offering could not go unnoticed this year, with Pepsi upgrading their involvement with The Pepsi Collective at Adelaide Oval. This experience offered VIP Seating in a super-bowl style grandstand, premium food, beverage, and exclusive entertainment offerings for fans to enjoy.

Planning is underway for 2025 with the AFL supporting the Barossa Valley to be the next venue on the Gather Round fixture. This continued investment by the SA Government and AFL in regional footy is confirming the legacy that Gather Round intends to create.