It's perhaps appropriate league chiefs have branded their latest baby AFLX, for X could mark the moment when they have a product to take internationally. That will become clearer - to a degree - when the first exhibition series is held from February 15-17.
The league's 18 clubs will be broken into three groups, with a round-robin of matches (made up of two 10-minute halves and a squad of 10 per club) to be held on rectangular fields at Etihad Stadium, Hindmarsh Stadium in South Australia and Allianz Stadium in Sydney.
This trial comes at a time when the AFL, along with Port Adelaide and Gold Coast, is seeking to bed down a move into China, with the two clubs to meet for a second year in Shanghai in round nine. The AFL Commission has backed this year's clash, and another next year, but there is no guarantee from there.
The man charged with implementing these major programs is David Stevenson, the former Western Bulldogs chief executive who has a long history in senior executive roles with Nike and Foot Locker.
Stevenson said the two projects were tracking well, with AFLX potentially providing "endless" possibilities. The ultimate success would be a product that could be sold internationally, particularly in the mass markets of China and India, but that remains a long-term ambition.
Club officials point to previous overseas plans which either failed or didn't get the traction league chiefs had wanted. South Africa and New Zealand spring to mind. But in AFLX, this may, and there is a heavy stress on may, be the format that can open a door in non-traditional markets.
"I think the possibilities are endless. One of the reasons it was created was for the kids ... but, secondary, some of those other markets like NSW, Queensland, China, India, where there just is a shortage of oval-sized grounds. We feel like AFLX could be a way to get kids exposed to it in those markets where they are not used to the game, or they have challenges around appropriate fields," Stevenson said.
"We haven't finalised a plan yet but we wanted to see how this first year goes. You can look at overseas, you can look at using past players, you can look at juniors, even the timing of where it sits in the season."
It's been pointed out the No.1 US sport, the National Football League, is also held on a rectangular field but this multi-billion-dollar business has been unable to take hold overseas, although regular-season matches are held abroad, notably in London.
In the short term, AFLX is about creating a vibe locally. As Stevenson said, supporter reaction will be sought, with fans set to enjoy something different - should they wish.
"It's the first time we have had the opportunity, if you think about it in Melbourne, six home teams all playing at the one stadium at the one time," he said.
"What we are trying to create is an experience where fans can sit together with their club supporters or, if they don't want to, they can sit elsewhere but we really want to create a great home away from home feeling for all of those teams."
There will be six group matches with a grand final, all completed in about three hours. Broadcast ratings, as always, will be crucial. That the league's free-to-air broadcaster Channel Seven this week breathlessly reported the finalisation of the fixture reinforced that the big sell is on.
The decision to hold matches through the pre-season was welcomed by clubs because they can be used to help build fitness bases and even provide a fresh take to the monotony of laps and sprints.
Stevenson said the exhibition series, which has been backed by senior players including Patrick Dangerfield, Joel Selwood and Shaun Higgins, could be expanded into a competition. Some suggest it could take on the Big Bash League. But is there a danger of too much football, now AFLW has also leapt into the summer months?
That may seem an odd question considering the hold the AFL has on Victoria, South Australia and in the west, but can there be too much of a good thing, as the BBL may have found this summer?
"Given that we have reduced the JLT (pre-season matches) from three games to two, in effect that is taking the place. It is not an incremental load of games for each club. I think that is a smart way we can evaluate it and then we can determine what that looks like for the future," Stevenson said.
The AFL also hopes it has a long-term future in China - in the traditional format. The Power are the biggest driving force in that regard, believing the opportunities to tap into a sprawling market are endless.
The Suns failed to embrace the opportunity last year, on and off the field to the point they asked the Power for sponsorship help. Their indifference drew a sharp rebuke from the AFL publicly and privately. Chief executive Mark Evans had little time to prepare last year, having just taken the top job, but he and fitness chief Justin Cordy were among those who went to Shanghai pre-Christmas to ensure a more committed approach.
"They were focused on the preparation - how do they make it as close as possible to a regular-season game. They spent time preparing hotels and training facilities and food and transport were all going to be exactly where they want it to be to maximise their performance," Stevenson said.
The Power, as they did last year, have raised the prospect of a Victorian team joining them next year. A Victorian club would certainly raise interest in the match in the Melbourne market, and generate better ratings. However, the Gold Coast has the benefit of being a prime holiday and student destination for the Chinese.
"We have had strong interest from clubs looking at it," Stevenson said.
Some may claim AFLX and China are "ambitious" plays but league headquarters has been nothing but since South Melbourne was relocated to Sydney and became the Swans before the 1982 campaign.
