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The 2010 AFL Annual Report arrived back from the printer late last week and has been distributed to AFL clubs and stake-holders.

The AFL Annual Report is a key publication produced by the Slattery Media Group on behalf of the Australian Football League each year.

Writing in the AFL's Annual Report, Mike Fitzpatrick, Chairman of the AFL said "attendances, club membership, television and radio audiences, and digital media traffic maintained the AFL’s standing as the most popular sports competition in Australia and, in terms of average crowds per game, the third most-attended domestic league in the world,"

The annual report also showed the game was in exceedingly good health in 2010, with:

• a record number of people attending games from the pre-season through to the finals – 7,470,606.
• an average crowd per game of 36,908 making the AFL the third most-attended professional sports competition in the world, behind America's National Football League and Germany's Bundesliga.
• the audience numbers for the Toyota AFL Grand Final and Grand Final Replay, 3,639,971 and 3,522,652 respectively, which made them the year's most-watched and second most-watched sporting events in Australia.

Looking ahead, Fitzpatrick said the AFL's 2011 agenda included finalising the new broadcast rights and collective bargaining agreements, and developing a new financial strategy for 2012 and beyond, in which changes to the AFL's current equalisation and revenue-sharing policies may be introduced.

The AFL Annual Report can be viewed online at afl.com.au