Prime Video and the Emmy-winning production house Box To Box Films (the masterminds behind the global phenomenon Formula 1: Drive to Survive) are packing their cameras and heading Down Under to introduce the intense, character-driven world of the Australian Football League (AFL) to a massive global audience with an all-new, untitled docuseries.
Scheduled for a worldwide launch on Prime Video in 2026, the series will offer an unprecedented, behind-the-scenes look into the cauldron of the 2025 Toyota AFL Premiership Season. For those outside Australia, prepare to witness a sport celebrated with a fervent, almost religious devotion in the southern hemisphere.
The Drive to Survive Effect
The announcement has sent a ripple of excitement through both the sporting and streaming worlds. Drive to Survive single-handedly injected a new level of drama, personality, and, crucially, a new, younger audience into Formula 1, especially in the US market. The format turns athletes into characters and rivalry into high-stakes drama.
Box To Box co-founder Paul Martin sees the AFL as a perfect fit for their award-winning storytelling blueprint. “In the pantheon of international sports, AFL really stood out to us as rich terrain for storytelling potential,” Martin noted. “The world of Aussie Rules has everything we look for in our shows intensity, big personalities, massive stakes, and stories that hit hard on and off the field.”
This isn’t Prime Video’s first foray into the world of Australian Rules, having previously produced the insightful docuseries Making Their Mark. However, bringing in the globally recognised Box To Box team signals a monumental commitment to leveraging the AFL’s dramatic potential for international appeal.
Character-Driven Drama: More Than Just a Game
The AFL, often described as a chaotic, high-octane mix of soccer, rugby, and an athletics carnival, is played on massive oval fields by 18 athletes per side. But the sport’s core strength lies in its emotional gravity. It’s a game of colossal marks (spectacular high catches), bone-jarring tackles, incredible athleticism, and intense, centuries-old club rivalries.
The untitled docuseries is set to deliver a character-driven snapshot of the 2025 season. Expect the focus to land squarely on the key players, the reigning champions, the rising stars, the veterans chasing a final taste of glory, and the coaches under immense pressure. It’s the human element that truly connects with a global streaming audience, regardless of their familiarity with the sport’s unique rules.
Early reports suggest the series will focus on individual stars at their respective clubs, likely covering the climactic final months of the season as teams battle for a spot in the coveted Finals series. The inclusion of clubs like the Brisbane Lions, Fremantle Dockers, GWS Giants, Gold Coast Suns, and Western Bulldogs indicates a commitment to showcasing a broad, competitive landscape.
Global Kick-Off: The AFL’s Next Big Leap
For the AFL, the sport is intricately woven into the Australian way of life, generating huge crowds and relentless media attention. Yet, for many in North America, Europe, and Asia, it remains a brilliant, confusing spectacle.
AFL Executive General Manager Customer and Commercial, Bec Haagsma, views the docuseries as an essential asset. “We love that new audiences will be connected to our stories and our game through this series, and our fans will enjoy finding even more reasons to love footy and its characters,” she said. “This series is an important asset for the AFL as we aim to have footy in every household in the country, and introduce our game, and our stories, to international audiences.”
The docuseries promises to translate the passion and unique culture of Australian Rules football, the deafening roar of the crowd, the fierce local pride, and the emotional toll of a professional sport, into a binge-worthy series. It’s an unfiltered, honest look at the game, offering a unique opportunity for global viewers to understand the rules of a sport that, upon first viewing, looks like a wonderfully manic free-for-all.
We can’t wait to see the show starting in 2026. The world is about to discover why Australians are obsessed with their ‘footy’, and trust us, you’ll be hooked.
