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10 Aug, 2025
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The league is worried about AFLW. We asked footy’s best and brightest how to improve it
@Source: theage.com.au
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.” News, results and expert analysis from the weekend of sport are sent every Monday. Sign up for our Sport newsletter.
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