What is the Purpose of Australian Rules Football and what business is the AFL in? Two fundamental strategic questions for it’s Leadership. The administration has a decision to make about the entry of a Tasmanian representative team. The AFL is a member based non-profit organisation, yet the focus of some stakeholders seems to be on economics and incremental return on investment. How do the decision criteria align with the true Purpose of AFL? Is it’s purpose to make the most money for players? Or entertain the public? Or provide a national health oriented pastime for the community? Or something else?