AFL House is acknowledging that copying the men's competition model for the women's league was a strategic mistake [1].
This shift in approach marks a departure from previous operational philosophies. By recognizing that the women's game requires its own distinct identity and marketing strategy, the league aims to better connect with a modern audience and increase the visibility of its athletes.
Internal sources indicate a growing realization that the previous blueprint was flawed. An unnamed source said, "It was a mistake to copy the men" [1]. This admission suggests that the league is now seeking a more tailored approach to growth that does not rely on the established norms of the men's game.
As part of this new direction, the AFL is focusing on the individual brands of its athletes. The league is specifically targeting the digital reach of its stars to drive engagement. A reporter said that the league is leaning into the social media fame of the three most marketable players in AFLW right now [2].
This pivot focuses on the intersection of athletic performance and digital influence. Rather than promoting the league through traditional institutional structures, AFL House is utilizing the existing fanbases of key players to build organic interest in the competition [2].
By prioritizing the marketability of individual players, the league hopes to create a more sustainable growth model. This strategy recognizes that female athletes often command different types of engagement on social platforms than their male counterparts, a nuance that was overlooked when the league initially mirrored the men's structure [1].
“"It was a mistake to copy the men"”
The AFL's transition from a 'copy-paste' model to a player-centric marketing strategy reflects a broader trend in professional sports where individual athlete branding often outweighs league-wide institutional branding. By leveraging social media influencers within the AFLW, the league is attempting to capture a younger, digitally native demographic that may not be reached through traditional sports marketing channels.
