The Australian Football League is acknowledging that mirroring the marketing strategies of the men's competition for the AFLW was a mistake [1].
This shift in approach marks a pivotal turn in how the league views the growth of women's sports. By moving away from a one-size-fits-all model, the AFL aims to better capitalize on the unique digital presence, and personal brands of its female athletes to drive engagement.
Officials at AFL House are now focusing on increasing the marketability of AFLW players [1]. The new strategy emphasizes the use of social media influence to reach audiences that may not be captured by traditional sports broadcasting or legacy marketing tactics used by the men's game [1, 2].
Industry observers noted that the league is beginning to recognize the distinct value of individual star power in the women's league. "The penny has finally dropped at AFL House. It was a mistake to copy the men," a source said [1].
This evolution in strategy involves a deeper integration of player-led content. The league is reportedly leaning into the fame of specific athletes who have built significant followings outside of the field [2].
"They are the three most marketable players in AFLW right now and the league is leaning into their social media fame," a reporter said [2].
By pivoting toward these modern engagement tools, the AFL hopes to build a more sustainable, and autonomous brand for the AFLW. This approach moves the women's competition out of the shadow of the men's league and treats it as a distinct commercial entity with its own audience behaviors and growth drivers [1, 2].
“The penny has finally dropped at AFL House. It was a mistake to copy the men”
The AFL's admission suggests a broader realization that women's sports require bespoke commercial strategies rather than adaptations of established men's models. By prioritizing social media and individual athlete branding, the league is acknowledging that the AFLW's growth is tied to digital-first engagement and the personal relatability of its stars, which differs from the institutional loyalty that often drives the men's game.
