Celebrating the success of the AFLW beyond financial metrics

Celebrating the success of the AFLW beyond financial metrics

Season 10 of the AFLW is set to kick off its longest season yet with the removal of the compressed fixture and an added round. As the game continues to grow, an RMIT expert unpacks the success and future of the AFLW.

Professor Emma Sherry, Dean, School of Management 

"When looking back on the growth of the AFLW, it's important to not measure success solely by financial metrics or crowd size, but by less tangible and equally significant measures.   

"In these ten seasons, we've seen a remarkable change in the game and witnessed rapid growth from eight to 18 clubs, which has allowed for the AFLW to truly represent their playing and fan communities.  

"High-performance pathways for girls and young women to move from junior football right up to national representation has resulted in this cohort of girls being the largest area of growth in AFL participation across the country.  

"AFLW is purposefully different from the larger and more commercial AFL men's game. The use of local home grounds creates a community feel that is now missing from the larger spectacle of the men’s game, and the open and welcoming culture for the LGBT+ community is visible.  

"The success of the men’s game has taken over 120 years. With appropriate investment, strong development pathways, and an understanding from the league and commentators alike that the women’s game is different – not better or worse – than the men’s game, we should continue to see success on and off the field."

Emma Sherry specialises in sport for development and her research interests include community development through sport activities, undertaking a broad range of research projects with national and regional sport organisations in Australia and globally. 

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General media enquiries: RMIT External Affairs and Media, 0439 704 077 or news@rmit.edu.au

07 August 2025

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07 August 2025

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