Dreamtime at the 'G, inaugurated in 2005 during NAIDOC Week, celebrates the contributions of First Nations players to the AFL. It's more than just a match, it's a recognition of cultural heritage and sporting excellence. In 2006, the Yiooken Award was introduced to honour the best on ground player in the game.
The event's success prompted the AFL to establish a dedicated Indigenous Round starting in 2007, with the Dreamtime at the 'G match as its centrepiece during round nine. The annual match consistently draws massive crowds, often exceeding 80,000 attendees. The significant support led to an official commitment to continue the event until at least 2026, signifying its enduring importance in the AFL calendar.
Essendon's inaugural First Nation's guernsey appeared in the 2014 Dreamtime at the 'G.
Since 2016, the Indigenous Round has been named in honour of Sir Doug Nicholls, highlighting his remarkable achievements as both an AFL player and a state governor. A poignant aspect of this round is the specially-commissioned First Nations artworks worn by players across all 18 AFL clubs, showcasing First Nations culture and talent on a national stage.
Despite challenges such as the COVID-19 pandemic, which forced venue changes in 2020 (Darwin) and 2021 (Perth), the Dreamtime at the 'G match continues to thrive, symbolising First Nations unity, respect, and recognition within the AFL community.
