The AFL is attempting to land pop star Robbie Williams for its Grand Final entertainment act later this year.

Newscorp mastheads have reported that discussions have progressed between league executives and Williams over a multi-million dollar deal to bring him to Melbourne for the premiership decider.

Williams' presence is currently unconfirmed, but the AFL is reportedly keen to lure the UK artist either for its half-time or pre-game show at the MCG on Saturday 24 September.

The league has been forced into luring domestic acts in recent seasons due to COVID-19 border closures. But as international stars are permitted to return, Williams would arguably be the AFL's biggest grand final entertainment signing since Ed Sheeran in 2014.

Williams was in Melbourne last week to celebrate a valedictory dinner for retiring chief executive Greg Oโ€™Neill OAM, and was spotted at Southbank last Friday.

He played a surprise private performance at Crown for La Trobe Financial, after selling out shows here in April and May.

It is unclear if AFL officials spoke to him during his appearance in Melbourne last week, but league executives are reportedly keen to finalise a deal. If successful, an announcement would be made towards the end of the home and away season.

Williams has a huge global following, regularly packing stadiums around the world for the past two decades, and would immediately direct more eyeballs onto the AFL's showpiece event.

With leading tracks 'Rock DJโ€™, โ€˜Feelโ€™ and โ€˜Let Me Entertain You', he has sold more than 75 million albums worldwide, with another album 'Angels (XXV)' due out in September - the same month as the grand final.

The league has confirmed the grand final will remain in its traditional afternoon slot, despite pressure (particularly from broadcasters) to move the fixture to twilight or night.