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

Crystal Pools

Crystal Pools has a solid history of performance on a wide variety of government and commercial projects and is the name behind many of Australia’s most innovative and ambitious aquatic…

read more

Aquatics / Design

 
 

Goplay Commercial Playground Equipment

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more

Play

 
 

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

 
 

SENtag

Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…

read more

Aquatics / Hospitality / Safety / Technology / Waterparks

 
 

Augmented Creative

Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…

read more

Arts / Attractions / Consultants / Design / Tourism

 
 

LEISURE CONCEPTS AUSTRALIA

Leisure Concepts brings the world’s leading fitness equipment brands to Australasia - these include True Fitness, Atlantis Strength, Merrithew (Stott Pilates), Intenza Fitness,…

read more

Fitness / Recreation / Technology / Wellness

 
 

Rae-Line

Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…

read more

Attractions / Fitness / Recreation / Safety / Sport

 
 

Envibe

With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology

 
 
 
 

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