AFL chief executive Andrew Dillon has reaffirmed the league’s commitment to the AFLW, describing it as an investment that is “absolutely worth making,” even as the women’s competition faces challenges with declining attendances and viewership ahead of its landmark 10th season.
The new season will begin on August 14, with Carlton facing Collingwood at Princes Park.
Despite the AFLW’s expansion in teams and season length, and marked improvements in player pay and working conditions, the competition has seen a dip in both crowd numbers and TV ratings. Reports have suggested the AFLW is losing up to $50 million annually, though Dillon denied that this figure is officially used within the league.
“We’ve invested significantly in AFLW, and it’s worth every cent,” Dillon said. “Rather than focusing solely on profit or loss, it’s essential to consider the broader benefits of having an elite women’s competition.”
He highlighted the indirect positives: increased female participation at games and in community sport, better infrastructure opportunities for clubs, and enhanced appeal for broadcasters, sponsors, and fans.
Speaking at the AFL’s industry summit on Tuesday, Dillon emphasized that the AFL views the women’s league as a vital component in reaching its overall goals for attendance and membership.
With the 10th season on the horizon, Dillon expressed optimism about the AFLW’s future. “We’ve built a strong foundation. Now it’s about growing from here,” he said.
“The talent in the league is exceptional, and the style of play has evolved into something genuinely exciting. We just need to keep promoting it—get more people watching live and tuning in on TV. For those who haven’t seen it recently, I think they’ll be pleasantly surprised.”
