An 11-year-old boy has died in the northern Victorian city of Shepparton after jumping into a river on Monday afternoon.

Emergency services were called to Broken River at about 5 pm on Monday following reports that a boy had jumped into the river and failed to resurface.

Police, Search and Rescue, Water Police and the SES launched a search of the river.

The boy's body was found on Tuesday morning, Victoria Police said.

Before the child's body was found, former AFL footballer Chris Egan wrote on social media that the boy was "his little cousin".

"Friends, family, footy clubs in Shep, please come out and join the search," Egan posted. "We need everyone right now."

The ABC reported that Inspector Anna Parkinson said police don't believe there are any "sinister circumstances in relation to the death of the child" at this stage.

Police said a report would be prepared for the coroner.

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