A NEW Australian Rules ball could be slightly different in shape, with a "sweet spot" for kicking, rather than a pointy end.

The company that makes the Sherrin football is working on new designs intended to help Aussie Rules players.

Russell Athletic managing director Chris Lambert told RSN radio on Wednesday that it is unlikely the new ball will be used in the AFL.

He says rather than just four straight panels that meet in a point at each end, the ball will have a "sweet spot zone".

"There's a larger sweet spot to kick," Lambert said on Wednesday.

The company is also considering adding markings on the ball to act as visual cues to help with kicking.

"That will aid and assist in training off-field with a view to hopefully improving on-field kicking," Lambert said.

"We've been around for 136 years since Tommy Sherrin invented the first AFL ball.

"We're just working on concepts we hope will assist with skill development."

He didn't elaborate on the details of the new design, saying the company wanted the details "shrouded in secrecy".

"It is in a prototype stage and we're actually still in testing," he said.

He dismissed suggestions the iconic Sherrin shape would change dramatically.

"It's not going to be round, put it that way," he said.