How a single exhibition match sparked a national football revolution
In short: In 2013, a small exhibition match between Melbourne and the Western Bulldogs captured more television viewers than the men's AFL game held the previous day. This unexpected surge in interest proved that the appetite for professional women's Australian rules football was not just present, but massive.
The foundations of the AFL Women's (AFLW) competition were laid through a series of experimental matches. Following a 2010 AFL report on women's football, the league moved from exhibition games to a formal structure. A pivotal moment occurred in 2015 when a match was broadcast on free-to-air television, drawing an average of 175,000 viewers—notably higher than the 114,000 people who watched the men's clash between Adelaide and Essendon the day before.
The inaugural 2017 season launched with eight teams, including Adelaide, Brisbane, and Greater Western Sydney. The first premiership game at Ikon Park saw a massive turnout of 24,568 fans, a 'lockout' that forced organizers to find more seating. By 2022, the league had expanded to include all 18 AFL clubs. While the league has seen immense growth, with over 2 million viewers and 1 million attendees, it has faced challenges, including a reported drop in attendances during its seventh season and a significant gender pay gap, with average wages being only 16% of the men's league as of 2023.
The competition continues to evolve through structural changes and social initiatives. The league has transitioned from an American-style conference system used in 2019 and 2020 back to a single ladder. Beyond the field, the AFLW has pioneered social milestones, such as the first Pride game in 2018 and the establishment of an Indigenous Round in 2021. Looking forward, a major shift is coming: as of August 2023, the AFL announced that prize money for the top eight teams will nearly double, rising from $623,922 to $1.1 million.
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- Summary by Intellect · source: AFL Women's
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