Latest News

Back to Latest News back

 

AFL advised to plan for long term interest in women’s competition

AFL advised to plan for long term interest in women’s competition
November 15, 2016

The AFL needs to make sure its new AFL Women's competition can hold onto fans when the "novelty" starts to dwindle after the first few seasons, according to a speaker at the Championing Women in Sport conference in Melbourne.

Speaking today at the conference at the MCG, Ted Johnson, Senior Vice President and Chief Strategy and Development Officer at the Minnesota Timberwolves and Minnesota Lynx, shared his experience from the creation of the Women's National Basketball Association (WNBA) in the USA in the late 1990s.

Referring to the interest shown in the new AFL Women's competition, Johnson advised that it will be important to identify fans early and to understand what would keep them coming back, stating “those first couple of years celebrate it, enjoy it, but be prepared for year three as interest may begin to drop off.

"Who are the fans who are there as a novelty to check it out, versus who are the fans who are really there because they believe in it."

The Minnesota Lynx have won three WNBA championships in the past six years and believe the key to connecting with female fans is to market the game differently.

Johnson said his experience was that the female audience wanted a deeper connection with their team with a focus on more than just results and that simply re-packaging the men's game was not the answer.

He added “the WNBA Is not about high-flying dunks and individual achievement - it's about a team concept, it's more of a ‘we’, than ‘me’.

"(Women) want to understand that the team is connected to a larger mission of building a league for women (and to know) that we are acknowledging and inspiring women."

The first season of the AFL women's competition will consist of seven matches played in February and March.

Organised by the Sports Research Group, which also presents the annual Sports Fan Summit, Championing Women in Sport showcased how women are impacting sport business.

Image: Championing Women in Sport speakers (from left) Dr Clare Hanlon, Associate Professor in Sport Management at Victoria University; Australian Womensport and Recreation Association (AWRA) President Carol Fox; Lander & Rogers Head of Sports Group Amelia Lynch and consultant Cherry Birch.

14th November 2015 - SIREN READY TO SOUND ON VICTORIAN WOMEN’S FOOTBALL LEAGUE IN 2017

16th September 2016 - AFL WOMEN’S ANNOUNCED AS NAME FOR NEW WOMEN’S COMPETITION

1st September 2016 - NEW CONFERENCE CHAMPIONING WOMEN IN SPORT

1st September 2016 - AMELIA LYNCH APPOINTED TO HEAD LANDER AND ROGERS’ SPORTS BUSINESS GROUP

29th April 2016 - AFL FORMS WOMEN’S ADVISORY GROUP

1st April 2016 - ONE THIRD OF AUSTRALIAN WOMEN BACK AN AFL CLUB


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Hadley/Series Australia Pty Ltd

Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…

read more

Arts / Culture / Design / Entertainment / Venues

 
 

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

Clubware

Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation

 
 

AUSTRALIAN WATERSLIDES AND LEISURE

A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…

read more

Aquatics / Attractions / Play / Waterparks

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 

iDwala Pty Ltd

iDwala is the Community Sports Surface Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…

read more

Consultants / Design / Recreation / Sport / Surfaces

 
 

Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business