A website aimed at promoting the AFL in China ahead of an exhibition match in Shanghai has been viewed by more than 10,000 Chinese in its first fortnight.

The league said the Mandarin language website, www.51afl.com, which translates to "I want AFL" had attracted more than 12,000 visitors in two weeks, more than 10,000 of those from mainland China.

The site is being used to build publicity for a post-season clash between Melbourne and Brisbane in Shanghai on October 17, which coincides with the World Expo.

AFL general manager of market development David Matthews said the AFL viewed the website as an "innovative and effective way of generating interest and excitement in our game in China".

As well as promoting the match in Shanghai, the site contains information about the rules of the sport and encourages visitors to make comments and ask questions.

The AFL has also launched a development program in schools in Shanghai to teach children the basics of the game.

Chinese vice-president Xi Jinping attended the Carlton-Fremantle match at Etihad Stadium in June during an official visit to Australia.

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