The AFL and the Victorian government have joined forces to raise interest among migrants and refugees in watching and playing the game.
The Welcome to the AFL program involves getting schoolchildren interested in the game -- coaching clinics, connections with local clubs, as well as taking them to games and introducing them to players.
Initially, the program will involve three AFL clubs -- Collingwood, the Western Bulldogs and Hawthorn -- and organisers said the program will eventually go national.
AFL chief executive said while the AFL has many star players from various European backgrounds, it is a different story when it comes to Australia's Asian and African communities.
"There are certainly parts of the community we haven't had much success in at all," said Mr Demetriou.
"It would be terrific if we could start to recruit some players out of the Asian community. We can see some real potential in the African community. I think that would just add something to our game, something special," he said.
Victorian Minister for Sport Justin Madden said it will help migrants participate in Australian culture.
"I'm impressed that the AFL players are helping refugees, migrant communities and new arrivals share in this important part of our sporting culture," Mr Madden said.