The Australian Football League (AFL) and Reddit have revealed the first ever sports partnership for Reddit Avatars.
Launching a limited series of AFL-themed Avatar gear on the online community platform, the partners will make these personalisable and available for every club during the 2022 AFL men’s season.
AFL Executive General Manager Customer & Commercial, Kylie Rogers, said the partnership with Reddit provides fans an ‘authentic connection’ to the sport.
She added: “The AFL community on Reddit is one of the most active and vibrant online homes for footy fans, so we’re excited to collaborate on a sporting world first that allows fans to represent their club proudly.
“Our primary focus is to build an emotional connection between our fans and the game, and partnering with Reddit allows us to do this in a totally new way with some of our most passionate fans.”
Through the platform’s Avatar builder, redditors can create their own profile Avatar, complete with hair, jackets, event-themed gear, and now the guernseys of any AFL team.
“We’re thrilled to partner with the AFL as one of the world’s premier sports leagues,” added Reddit Australia’s Market Director David Ray. “The clubs hold a special place in the hearts of millions of Aussies and they were a natural partner for this initiative.
“This will give all AFL club fans the chance to customise their own Reddit Avatar, while showing passion for their favourite teams on Reddit.”