A FOUR-day fan festival at Yarra Park outside the MCG will highlight a revamped series of activities in Melbourne during Toyota AFL Grand Final week.

On Monday, the AFL launched the Foxtel Footy Festival, which will feature activities including concerts, movie screenings, food and wine offerings, a host of football-related events and appearances by AFL players.

Renowned Melbourne chef and Essendon fan Shannon Bennett will curate the 'Taste of Football' food component, with support from other iconic Melbourne food traders.

The festival, outside the MCG's Gate 3, will run from Wednesday, September 30 until Saturday, October 3, with free entry.

"Football is one the cornerstones of Melbourne's culture. Food and music are cornerstones as well and the festival will go beyond football and celebrate everything that makes Melbourne such a great city," AFL CEO Gillon McLachlan said.

"There is nothing quite like the atmosphere in Grand Final week in Melbourne with fans arriving from interstate or regional Victoria and wearing their colours proudly.

"(Grand Final week) is not just the culmination of the season, but it's a great time to be in the city and soak up everything it has to offer."

The Yarra Park precinct will also be the new home of the Toyota AFL Grand Final 'Live' site, offering interactive activities for all fans including a social media hub run by AFL Media in partnership with Telstra. It will also be the finishing point of the Toyota AFL Grand Final parade on Friday, October 2, a public holiday in Victoria.

This year's parade will start near the Old Treasury Building on Spring Street, head south along Spring Street before taking a left turn on Wellington Parade and finishing in the shadows of the MCG, where players and coaches from the Grand Final teams will be introduced to fans.

Go to www.afl.com.au/finals for updates on the festival, live site and parade.