The AFLW could emulate the Professional Women's Hockey League (PWHL) to attract more spectators, as the North American ice hockey league has seen remarkable success by staging games in NHL markets and drawing in a largely new audience.
PWHL's Takeover Tour: A Model for Success
The PWHL, now in its third season, has seen attendance surge by 71% from its inaugural campaign. A key initiative, the "Takeover Tour," places regular-season games in cities with established NHL markets, even without a local PWHL franchise. This strategy has paid off, with games selling out venues like Madison Square Garden.
Speaking at the espnW Sports Summit in May, Meghan Turner, general manager of the Seattle Torrent, revealed that roughly 80% of attendees at the Takeover Tour games had never been to an NHL game. This is revolutionary, as it demonstrates that women's leagues can attract a distinct audience, separate from men's sports.
Australia's Different Approach
In Australia, the AFLW is closely tied to the AFL, with shared governance and financial support. While this provides stability, it may also breed risk-averse behavior. The league seems to rely on converting AFL fans rather than aggressively courting a dedicated women's sports demographic.
The AFLW's recent venture into double-headers with the men's league, a decade into its existence, reflects this mindset. While holding games at larger stadiums is a step forward, the unwillingness to fully separate from AFL games shows that priorities still lean toward the men's crowd.
Missed Opportunities
The Australia and Ireland women's football match, which sold out with over 9,000 fans, was a success, but venue choices based on existing ticket sales suggest a lack of boldness. The PWHL, by contrast, backs its product with confidence, risking half-empty stadiums for the chance of a magical crowd moment.
What the AFLW Could Learn
To grow, the AFLW needs a strategic overhaul, with stand-alone games at larger venues and marketing targeting a specific demographic. The PWHL's success shows that bravery in women's sports is rewarded. With a little courage, the AFLW could enjoy similar crowd moments.
