Expert views on how to take women’s football to next level

Save Log in , register or subscribe to save articles for later. Save articles for later Add articles to your saved list and come back to them any time. Got it Normal text size Larger text size Very large text size 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?

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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. Sports Kelli Underwood. Credit: ABC “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.”

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The former host of ABC’s Offsiders program says women’s footy is here to stay, but it needs a permanent home. Loading “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

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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. Daniel Harford won’t coach Carlton in 2023. Credit: AFL Photos “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.

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“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.

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