The Australian Football League (AFL) is partnering with YouTube on a new AFL Bounce channel that features original content for young players and fans.

AFL Bounce will feature collaborations with football stars as well as popular characters like Cookie Monster. Recognized YouTube Kids creators—like Oddbods—will also partner with the channel to create original content.

The channel will be available on YouTube and through the YouTube Kids app. 

Recently, YouTube partnered with its own Red subscription service to provide access to the YouTube Kids app. A YouTube Red membership gives parents the ability to sign into the YouTube Kids app in the US, New Zealand and Australia.

The time is right to capitalize on the love surrounding the AFL, as fans count down to this weekend’s AFL Grand Final. According to Google analytics, searches for the AFL Grand Final have increased more than 15 times in the past week.