The league is worried about AFLW. We asked footy's best and brightest how to improve it

The Age

13 hours ago

On a chilly Tuesday night, Beyoncé's feminist anthem Run the World (Girls) reverberated around the Ciel venue in Melbourne's Southbank as the football world gathered to launch the AFLW's milestone 10th season.
Percussionists and black leather-clad dancers performed on stage against a backdrop of flickering neon red spotlights, while the crowd sipped pink martinis and ate fresh oysters.
AFLW general manager Emma Moore took to the stage to welcome the attendees and reflect on the seismic growth of the women's game since its inception in 2017, when a lockout crowd of 24,568 attended the inaugural game.
Since then, the league has expanded rapidly, with 18 clubs and a 12-game home-and-away season in 2025. AFLW players now rank as the fourth-highest-paid sportspeople nationally and the past three grand finals have sold out.
However, the league has encountered some significance turbulence. Broadcast numbers are dwindling, as are crowd numbers at home-and-away matches (an average of 2600 last year) – no doubt impaired by last year's controversial compressed fixture and unfriendly timeslots.
Consequently, the AFL recently told clubs AFLW is losing $50 million a year. So where does the league go from here?
This masthead contacted media commentators, club presidents, past players, coaches and content creators for their insights and aspirations. What is one change or implementation they think would take AFLW to the next level?
Kelli Underwood, commentator and journalist
Imagine a State of Origin AFLW event in Adelaide for Gather Round, where a star-studded Victorian team, coached by Daisy Pearce, faces off against formidable South Australia.
Commentator Kelli Underwood says an event like that would draw more than 20,000 fans and is a non-negotiable for the future of the sport.
'It [State of Origin] exploded in rugby league when they introduced it for the women's game,' she said. 'I think it fits perfectly in Adelaide for Gather Round.
'People love watching the best of the best. We saw that with the Matildas at the World Cup. So I think it's a no-brainer.'
The former host of ABC's Offsiders program says women's footy is here to stay, but it needs a permanent home.
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'In 129 years of VFL/AFL, there's been 51 venues. In nine seasons of AFLW, there's been 61 venues used,' she said. 'So I would love to see just three or four venues in Melbourne.'
Underwood recommends Punt Road, Whitten Oval and wants to see Victoria Park developed into the home of women's footy.
'There's so much history there,' Underwood said.
'It's accessible, unlike Ikon Park, and it's smack-bang in a neighbourhood characterised by diversity and the demographic AFLW appeals to – socially progressive, young and inclusive. There's a strong fan base there already, and we know that women's sport is where sport is growing the most.'
Daniel Harford, former AFLW coach
Former Carlton coach Daniel Harford wants to see bigger venues and an earlier start date for the women's league. To put it plainly, he wants AFLW players to play footy during the footy season.
'A grand final on the last Saturday of November, I just reckon people are tired by then,' Harford said.
'Instead, have the grand final during the bye after the men's home and away [season], so it's got clear air and work backwards from there. That opens up the opportunities for double-headers with clubs and use of Marvel Stadium.
'They have double- or triple-headers at Marvel Stadium every second weekend to get through two or three games played in awesome conditions, which I think the product would absolutely blossom from.'
Despite calls to alter the season timing, the AFL is wholly committed to the August-November model. That slot in the sporting calendar would remain 'indefinitely', the league said. 'Providing certainty and clarity for fans, players and clubs around the future of the competition, the AFL Commission approved this key priority that aligns with the new AFLW growth strategy,' the AFL said on Friday.
But Harford said starting the AFLW season earlier would ease the burden on clubs and staff and also become 'more palatable for footy fans' who are already in the zone.
'When I was coaching, I thought the summer period might be good for our own space,' he said. 'But you're asking lot from the public to come and support and be a part of it for 12 months. That's a big ask.'
Harford wants to see more access to better stadiums, acknowledging that while community grounds were 'beautiful and historical' they were not appealing from a spectator perspective.
'Play them in stadiums and you'll get better quality footy, less affected by the elements.'
Kat Sasso, content creator
Sports presenter and content creator Kat Sasso says there is 'a million and one' TV shows covering the men's game, but a huge gap in the market for more AFLW coverage.
'They need their own set, proper, fun and exciting TV show; bringing in different players and platforming players in a way that you don't really get to see,' she said.
Sasso has worked across major sporting events including the Women's World Cup and the Australian Grand Prix and would love to see media continue to spotlight women in sport.
'I think … it would be a really good way to platform these players – especially for the older generation of people who watch TV shows,' she said.
Chloe Dalton, former AFLW player
One of AFLW's top priorities, according to the recent review, was to lift attendance numbers and TV ratings that have fallen over the past few years.
However, former AFLW, rugby and basketball player Chloe Dalton also wants the league to take a grassroots approach to growing fan bases, through connecting with school children.
The Olympic gold medallist would like to see each AFLW player align with one school in their local area and visit regularly to facilitate sessions with kids.
'As a former AFLW player, I know that players are already spread quite thin,' she said. 'But what if a community development officer was running weekly sessions at the school and then an AFLW player went in one session per term to build relationships with the kids?
'That way when they [kids] get offered tickets for them and their family to go to the games, there's actually that personal connection and a bit of incentive for them as well.'
Ben Brown, AFLW assistant coach
A premiership player in the AFL, Ben Brown thinks AFLW 'is already amazing' but has a few ideas on how to improve the game from a players' perspective.
The retired Demon joined Essendon this year as head of AFLW development and would like to see AFLW and VFLW seasons align.
'I know there are players on our list who haven't played because of the shortened seasons and because they've started to not have the opportunity to necessarily play second-tier football,' he said.
'There are players in our list that at times, haven't played an actual proper game in nearly two years.
'To align the league from the players' point of view, I think that would immensely help their growth and development.'
He's also open to double-headers, but said it would be important to consult players on their preferences.
'I know there are some who think double-headers are a good idea, and some potentially that want to see W stand a bit more on its own,' he said.
'I do think one of the benefits of AFLW is that it's such a family-friendly vibe.'
Abbey Holmes, former AFLW player
Channel Seven footy reporter and former player Abbey Holmes wants to see the AFLW season's start date move back to February and then run alongside the men's competition.
'Traditionally, what we've seen is, after the men's grand final has wrapped up, people look to other sports like cricket or racing … and switch off for the summer,' she said.
'Whereas when women would start in February, I just think people were craving footy. They've been starved of it since the AFL men's grand final in September. So when February rolls around, it doesn't matter if you're a supporter of the men's competition or the women's competition, you're a supporter of footy.'
Holmes said the February state date would allow for double-headers early in the men's season and better weather for AFLW players.
She'd love to see the women's grand final held at Marvel Stadium, but said that dream might take time.
Andrew Demetriou, former AFL CEO
In the mid-90s, player agent Ricky Nixon launched 'Club 10', enlisting 10 AFL superstars as part of a marketing juggernaut that borrowed from 'The Quarterback Club' in American football.
The Club 10 initiative also gave the players more control of their intellectual property. The original 10 in the '90s were Wayne Carey, Gary Ablett, Jason Dunstall, Glen Jakovich, Tony Lockett, Stewart Loewe, Gavin Brown, Garry Lyon, Gavin Wanganeen and Greg Williams.
Andrew Demetriou, the former AFL CEO, wants to bring the concept back.
'My one idea to improve AFLW is to establish the old 'Club 10' and market the stars so they become household names and personalities,' he said. 'It would help raise awareness of AFL and the real talent.'