Updated ,first published
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St Kilda’s special “Spud’s Game” against Carlton is being used as a trial by the AFL for more Sunday night football, as the league explores non-traditional time slots for games.
Head office has a major supporter for Sunday night football in broadcast partner Seven, which, enthused by the growth in year-on-year ratings, is keen to see more games in the time slot.
The league generally avoids scheduling matches on Sunday nights unless it falls on the eve of a public holiday but made an exception for the round 22 game between the Saints and the Blues in the latest release of the fixture on Thursday.
The AFL is not seeking to make Sunday night footy a regular fixture but, according to an industry source with direct knowledge of the matter, is keen to test interest among fans and viewers.
The match will be broadcast on Seven, in place of their usual Sunday game at 3.15pm (AEST) leading into their most-watched news bulletin of the week.
Sunday night is the highest-rating evening for free-to-air TV, when networks show their tent pole programs that hold up their audience for the week, and has not traditionally been seen as the time for live sport, but Seven are embracing the possibility of more games.
“2026 has delivered more Sunday night prime-time games than ever before and has delivered a strong ratings lift year-on-year, on Seven and 7plus,” Seven’s head of AFL and sport innovation Gary O’Keeffe said in a statement to this masthead.
“Having Spud’s Game in prime time on a Sunday night, broadcast on free to air, gives the landmark occasion the platform it deserves.
“We’re excited by the momentum Sunday night footy continues to build and will continue to work with the AFL to ensure live and free Sunday night footy can become a mainstay on Seven and 7plus Sport.”
“Spud’s Game”, held in honour of late St Kilda legend Danny Frawley, is the Blues’ only prime-time match from rounds 16 to 22 as the league turns its back on failing powerhouses Carlton and Essendon for Thursday and Friday night footy in favour of the premiership contenders.
Ladder leaders Sydney, back-to-back premiers Brisbane Lions and perennial finalists Geelong all feature on the coveted prime-time free to air TV slots in the league’s schedule from rounds 16-22.
Even Fremantle and the pioneers of night football, the Kangaroos, have been given the nod ahead of the Blues and Bombers.
The AFL has learnt the lessons from last year’s fixture misjudgment by turning its back on the under-performing Melbourne giants.
AFL fixture boss Josh Bowler was blunt in explaining the snubbing of the Bombers and Blues.
“They’re both currently sitting in the bottom four on the ladder,” Bowler said. “We generally won’t have bottom-four type match-ups in prime time.”
Not even the Blues’ clash with arch-rival Collingwood was deemed worthy of free-to-air TV.
The Bombers have become Sunday specialists with five matches on that day, including three in the graveyard 4.40pm start.
The AFL is backing in the box office appeal of the Swans by handing them four Thursday and Friday night matches, including the opening game of round 16 against the Lions.
“The Showdown” in Adelaide, arguably the league’s biggest rivalry, has been given its own time slot but not on a Thursday or Friday night, instead scheduled as the only Saturday night game in round 16. The league has given Hawthorn and GWS the Friday night match in that round.
Highlighting head office’s faith in non-Victorian clubs, Fremantle and the Swans will kick off proceedings in round 18 in a game that could go a long way towards deciding which of those clubs snares a crucial top-two finish. This is one of three Thursday and Friday night games featuring two clubs outside of Victoria.
“When you’ve got top teams competing for finals, I think footy fans will watch their Victorian teams over the weekend, but see the games of consequence happening on a Thursday, Friday nights,” Bowler said.
The Lions have been recognised for their continued excellence with three prime-time games, against fellow flag contenders Sydney, Geelong and Hawthorn.
The Kangaroos, who made Friday night football their own in the 1980s and ’90s, play Collingwood in their first standalone game in that time slot since 2019, in a move that recognises North’s rise out of the doldrums.
Alastair Clarkson’s men also have a round 22 Thursday night clash against the Western Bulldogs, which could be pivotal in deciding a finals berth.
“I think they’ll at the very least be competing for a wildcard spot,” Bowler said.
Bowler said the inaugural set of wildcard finals will be held on Friday and Saturday nights. The AFL is holding off its scheduling for rounds 23 and 24.
Richmond’s mighty tumble has been underlined with just one match on free to air, against Melbourne on the Sunday of round 18.
Friday night double-headers are here to stay, but the league refused to commit to them becoming a regular part of the fixture, saying it would treat them on a “case-by-case basis”. There are two Friday night double-headers, in rounds 17 and 20, the latter involving the Western Derby.
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