Indigenous reconciliation games: Selling Australian football as the new game to the new South Africa

Purpose - We investigated recent efforts of the Australian Football League (AFL) to reintroduce the sport of Australian Football to post- Apartheid South Africa. The chapter adopts a critical approach exploring the difference between the rhetoric of reconciliation and its use as a commercial marketing tool and other agendas that may be at play in international expansion. Design/methodology/approach - The discussion and research findings outlined in this chapter are based on extensive tape-recorded interviews with Anglo-Australian advocates, African converts and Indigenous Australian critics of the claim to reconciliation as well as field notes collected during the time of visits to Johannesburg and Cape Town, South Africa and Alice Springs, Australia. Findings - Key themes to emerge from the interviews are presented, cohering around issues of identity, as well as personal and community