AFL’s Sir Doug Nicholls Round Celebrates Indigenous Heritage

The AFL has announced its partnership to support the Sir Doug Nicholls Round by donating grass signage across all AFL grounds. This initiative aims to honor the contributions of Aboriginal and Torres Strait Islander peoples to Australian Rules football. Premier partner Toyota, along with major partners Telstra and AAMI, and official partner rebel, will forgo their on-field signage during Rounds 10 and 11 of the 2025 Toyota AFL Premiership Season. This gesture will provide space for traditional Aboriginal and Torres Strait Islander symbols and flags, as well as the GO Foundation advocating for educational opportunities for Indigenous youth.

The round will feature a significant visual transformation, with Aboriginal and Torres Strait Islander symbols replacing the usual partner logos. Notably, the only on-ground partner signage will be the official AFL and Toyota competition lock-up logo. Fans can expect to see various representations such as Aboriginal men in an art context, a symbol denoting a gathering place, and the Aboriginal and Torres Strait Islander flags in different sections of the ground. Additionally, LEDs around the stadium will display the names of the Traditional Owners of the land where the matches take place.

In a nod to the theme for the 2025 round, “Past Legacies, Future Legends,” the competition lock-up logo will feature prominently with the accompanying message replacing the usual branding. Toyota has also agreed to showcase the GO Foundation logo in place of its 3D logo. AFL Executive General Manager Customer and Commercial Bec Haagsma emphasized the importance of uniting the football community to commemorate the occasion and expressed gratitude to the partners for their support.

The Sir Doug Nicholls Round has been a longstanding tradition in the AFL, now in its nineteenth year and the tenth year named after the revered Sir Doug Nicholls. This round serves as a pivotal moment to recognize and celebrate the Indigenous heritage within the sport. The AFL’s commitment to honoring Indigenous culture and history through initiatives like this round underscores the significance of diversity and inclusion within the league.

The collaborative effort between the AFL and its partners to promote Indigenous representation highlights a broader trend in sports towards embracing cultural diversity and social responsibility. By elevating First Nations symbols and voices, the AFL sets a positive example for other organizations to follow in fostering inclusivity and respect for all communities. The Sir Doug Nicholls Round stands as a testament to the power of sport in promoting unity and understanding across diverse backgrounds.