The Wiggles lead 2026 AFL Grand Final Parade delivered by Seeker

The Wiggles opened this year's Toyota AFL Grand Final Parade at Melbourne Park, followed by a procession of Wiggles-branded Toyota HiLux Big Red Utes.

Seeker Agency partnered with the AFL on experience strategy and delivery across the opening performance, precincts, entertainment and fan engagement along the route.

The opening performance is new for 2026 as the AFL wants to build the Parade into a bigger Grand Final Friday event for families, visitors and fans of all 18 clubs.

With Melbourne Park as the start of the route, the league created an opening moment to encourage fans to arrive early. The performance was designed to work both live and on broadcast.

The Wiggles led the parade with Anthony and Lucia, Simon and Caterina, Tsehay and Evie, Lachy and John performing alongside Dorothy the Dinosaur, with Wags the Dog, Captain Feathersword and the Tree of Wisdom also joining the procession.

The AFL hopes the opening act becomes a Grand Final Friday tradition, with a different act each year.

The Melbourne Park and Birrarung Marr precinct was also expanded, with live entertainment, food, big screens, AFL Play activations and Club Precincts.

Peta Webster, General Manager Commercial, AFL, said: “The Toyota AFL Grand Final Parade is one of the great traditions of Grand Final week and we saw an opportunity to keep building on what that experience could be for fans. We wanted Grand Final Friday to feel like a celebration for the whole football community, not only supporters of the two teams playing the next day.

“Music has become such an important part of major sporting events and The Wiggles gave us a uniquely Australian way to kick off the day. We’d love to see the opening performance become part of the tradition, with fans looking forward to who will open the Parade each year.”

The Parade ran from John Cain Arena through Melbourne Park and Birrarung Marr, across William Barak Bridge and into Yarra Park, finishing at Footy Fest. Representatives from across the AFL community took part in the motorcade.

Brad Hampel, Founder and CEO, Seeker Group, said: “The AFL had a clear ambition to keep raising the bar for fans and create an experience that starts well before the motorcade reaches them.

"Our role was to help bring that ambition to life across the full fan journey, from the opening performance through to the precincts, screens and entertainment along the route. The aim was to create something people didn’t just watch, but actively wanted to be part of.”