Attitudes towards AFLW: The disconnect between what we feel and what we say

Felicity J. Bigelow, Casey M. Kudrenko, Shaun A. S. Seixas, Peter Pynta, and Richard B. Silberstein

The women’s Australian Football League (AFLW) is growing in popularity, participation, and visibility.

Background

The introduction of a semi-professional national-level women’s Australian Football League (AFLW) has seen a greater focus on female athletes and leadership in sport within Australia. Since the inaugural 2017 season, AFLW club memberships continue to increase (with record numbers in 2021), participation in junior programs continues to grow, in addition to an increase in the proportion of female AFL fans (AFL, 2021). In 2021, an audience of over five million tuned in to watch AFLW (an increase of 35% from 2020). Additionally, all AFLW games were ticketed in 2021, with 13 games selling out. This demonstrates that consumers...

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