Intro
Media release
Photo: L-R: Tim Roberts (CEO, Essendon Football Club), Michael Long (Essendon Legend, Indigenous Leader and The Long Walk), Chad Anderson (Director General, Department of Creative Industries, Tourism and Sport), Michael Mitchell (Richmond Legend, Indigenous Leader and Shane Dunne (CEO, Richmond Football Club)
Headlining the program will be 'Dreamtime at Maali', bringing the Richmond Football Club and Essendon Football Club clash to Optus Stadium during NAIDOC Week for an initial two-year deal in 2027 and 2028.
Named in recognition of Western Australia's iconic black swan and its significance in Aboriginal culture, Dreamtime at Maali will unite elite football with a celebration of Aboriginal culture, storytelling, and contribution to the game.
A centrepiece of the program will be The Long Walk, one of Australian sport's most significant celebrations of Aboriginal and Torres Strait Islander culture and contribution.
Bringing participants together ahead of the match at Optus Stadium, The Long Walk will provide a powerful expression of reconciliation, respect, and unity while creating opportunities for locals and visitors to connect with Aboriginal culture through community-led activities and experiences.
The nationally broadcast Toyota AFL Premiership Round 16 match is expected to attract thousands of visitors to Western Australia, generating significant national attention and providing a major drawcard for interstate travel during the winter months.
Dreamtime at Maali will anchor a wider program of sporting and cultural activity across Perth, extending the impact beyond a single match and creating more opportunities for visitors to experience Western Australia.
The program will feature additional AFL matches, fan and community events, and cultural celebrations, showcasing football from grassroot to elite level strengthening Perth's reputation as a major events destination.
Adding to the July program, the prestigious 2027 Australian Football Hall of Fame will be held in Western Australia for the first time on Tuesday, 6 July.
The annual event honours the individuals who have shaped Australian Football, with more than 700 guests, including AFL and club leaders, current and former players, and Hall of Fame members expected to attend.
The Hall of Fame program will be supported by a series of high-level football industry events, bringing key decision-makers from across the league to Perth, creating opportunities for business engagement.
The broader program will also complement Western Australia's growing calendar of major sporting events, with the 2027 AFL Origin set to take place at Optus Stadium on Saturday, 27 February 2027, providing another major drawcard for interstate visitors earlier in the year.
By bringing together elite sport, Aboriginal culture, community participation, and major industry gatherings, the 2027 Dreamtime at Maali program will deliver a range of opportunities for local businesses and communities to benefit from increased visitation.
Securing major events like Dreamtime at Maali, the Australian Football Hall of Fame, and AFL Origin form part of the State Government's economic diversification strategy, attracting visitors to Western Australia, growing the State's tourism and events calendar, and supporting local jobs and businesses.
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