AFL all-time great Lance Franklin has celebrated a new milestone on growing the game, with a personal touch.

Franklin surprised 100 young footballers at Luna Park in Sydney on Thursday morning as AFL Superkick - the sport's newest national junior introduction program - reached 23,000 participants.

The Superkick ambassador wore the 23 on his back for almost all of his 354 senior AFL games.

"To see the popularity of Superkick rise so quickly in only its second year is fantastic for everyone involved, particularly here in Sydney where the game continues to grow each year," the eight-time All Australian and one of only six men to boot 1000 V/AFL career goals said.

"It's great to have a program designed specifically for that older age group of kids, like everyone here today. The kids told me that they love getting the chance to work on their skills and get involved in the match play at every session."

Designed for 7-12 year olds the program is tackle-free and focused at those looking to build their skills or first getting into the game.

Superkick has just ticked over 10,000 registered participants when Buddy came on board in August last year.

Numbers have more than doubled since, with 5,000 participants in Victoria having grown two-fold year-on-year, as well as a 165 per cent increase in Queensland and 72 per cent increase in NSW/ACT - where more than a quarter (over 250) centres are based.

Franklin adopted the no.23 after his debut year at Hawthorn in 2005, wearing it in each game of his following 17 seasons, with the exception of pulling on 67 during Sir Doug Nicholls Round in 2017 - in commemoration of the 1967 referendum.

"We are thrilled to have reached this milestone of 23,000 participants in only the second year of NAB AFL Superkick and the kids loved having Lance attend Luna Park today as our ambassador and special guest," AFL game development executive general manager Rob Auld said.

"We've seen great growth in the number of registrations for NAB AFL Superkick, with registrations rising in all states and territories, especially in New South Wales which now has one of the highest uptake of Superkick nationally.

Auld said Superkick is a "fantastic option for those new to our game".

Numbers are expected to continue rising through 2025, the AFL said.

Buddy said the program offers the right stuff, including rule and game time so "everyone can get involved and have a go" .