Under the Collective Bargaining Agreement (CBA), the AFL and AFLPA conduct a dual licensing program involving the use of Player Image (i.e. photos, names, signatures etc) along with AFL intellectual property, such as AFL and Club logos, in commercial licensing programs. Players receive royalty payments for the use of their image from the sale of these licensed products which are paid via the AFLPA.

There is a distinction between licensed products which require the consent of a player, and others which fall within an “automatic approval” category for which individual player approvals are not required. At present, the list of products which fall into the automatic approval category are limited to the following: Trading cards, stickers, posters, greeting cards, badges, mugs, DVDs / videos, team based computer games and game photographs. In the 2006 season, royalties paid to players from these automatic approval programs represented around 90% of total royalties received by players.

The AFL’s number one contributing licensee to the AFLPA and therefore players is Select Australia. In 2007, Select contributed over 50% of the total amount of royalties paid to players via the licensing program.

Select produce a wide range of range of AFL player related items, including player cards, stickers and figurines.

Most recently the company released a range of twenty four AFL player figurines, including likenesses of Andrew McLeod, Leon Davis, Adam Simpson, Chad Cornes, Brett Kirk and Dean Cox amongst others.