In a bold first for Australian sports broadcasting, the Seven Network is putting kids in the commentary box.
As part of a strategic push to deepen engagement with younger audiences, Seven will stream the inaugural 7AFL Kids Call exclusively on 7plus Sport in Victoria and Western Australia, just in time for Round 15 of the 2025 Toyota AFL Premiership Season.
The initiative sees three junior footy fans step into the spotlight for a full match call of the Western Bulldogs v Richmond clash, kicking off at 3:00pm AEST on Sunday, 22 June.
Designed with kids and families in mind, the youth-led broadcast will include pre-game, match commentary and post-match coverage, marking a first for any major Australian sporting code.
Content strategy meets talent development
Backed by Nintendo, the 7AFL Kids Call is part Seven’s broader content and commercial strategy to cultivate the next generation of AFL viewers, while also unearthing new on-screen talent in a crowded media landscape where attention is fragmented and youth engagement is fiercely contested.
Seven Network’s Head of Sport , Digital, Kirsty Bradmore, said the format reflects a deliberate move towards “fresh, fun and engaging content” that speaks directly to emerging audiences.
“It’s about kids calling for kids,” Bradmore said. “We’re celebrating the next generation by making the game more accessible and entertaining for everyone. We cannot wait to get started.”
Collingwood playmaker Darcy Moore
Meet the kid commentators
The 7AFL Kids Call team includes 11-year-old Alex Kouts from Adelaide, 13-year-old Ned Bolton from Melbourne, and 16-year-old Indie Axup, each bringing their own on-air flair and grassroots football knowledge.
Alex Kouts, named the 2024 AFL Auskicker of the Year, already calls senior footy games in South Australia. He’ll take up a prime spot in the commentary box alongside experienced Seven sports broadcaster Jack Heverin.
Ned Bolton, son of St Kilda assistant coach Brendan Bolton, has built a following for his online series Roaming Bolts, inspired by Seven’s Roaming Brian segment.
Indie Axup, the eldest of the crew, will report live from the boundary, delivering sideline updates, conducting interviews with players and coaches, and joining the team post-match in the winning team’s rooms.
The young trio will also be joined by current AFL stars Cody Weightman (Western Bulldogs) and Darcy Moore (Collingwood and pictured above), who will provide expert analysis and gameday mentoring.
Platform value
Seven says 7plus has made major content investments this year to ensure AFL fans can access on-demand highlights, full replays and original programs across all seven nights of the week.
Following the Kids Call broadcast, mini-matches and highlight reels will be available nationwide on the 7AFL Kids Call Hub, adding to the platform’s growing library of AFL content.
With AFL now streamable for free on 7plus nationally, marking another turning point in Australia’s live sports consumption habits, the network appears to be leaning into tentpole moments to grow its BVOD footprint.
How to watch: AFL Round 15, 7AFL Kids Call: Western Bulldogs v Richmond, 3.00pm AEST, live and free on 7plus Sport