Ticket Sale Success and ‘This Is Us’ Campaign marks AFLW 2021 Season launch

To mark the launch of 2021 AFLW season, the AFL has launched a promotional campaign video, featuring comments from key figures from the AFL and star players from the AFLW.
Highlighting the expected impact of the season, the video sees AFL Head of Women’s Football, Nicole Livingstone, state “we are excited that footy (is) back, particularly this year after COVID-19 disrupted the 2020 season and left us all wanting more.
“The term unfinished business has been spoken about a lot since then, we are committed to ensuring we complete the 2021 NAB AFLW Season and see it right through to the end when we crown a new premier at our grand final.
“To do that, things might look a little different this year.
“Our priority is to protect the health and wellbeing of the community and also our players and our industry.
“We have already needed to amend our original fixture to help accommodate the various border restrictions that are in place right now.
“We’ve already announced a single ladder for this season, and we’ve introduced ticketing for the first time to assist and allow crowds in attending a COVID-safe environment.
“There may be the need to make more adjustments throughout the NAB AFLW season, and we don’t make these changes lightly and will only do so if it’s needed to protect the safe delivery of the 2021 season, and also the wider community."
AFL Chief Executive, Gillon McLachlan, went on to say “while we have travelled a considerable distance, we still have many goals we want to achieve.”
“In five years we have grown from eight teams now to 14, while more than 600,000 women and girls are playing our game around the country.
“Over the past five years, the community response to AFLW and women playing football has been incredible and one that we are very proud of.
“This weekend, we welcome our 14 teams back on the park.
“All of them are driven to find success, particularly after our 2020 season that was hit hard by the interruptions caused by COVID.
“While faced with an unprecedented community pandemic, we could not declare a premier in 2020, so the lessons learnt through the year have us ready and prepared to ensure we complete the 2021 season.
“It’s a rapidly changing and uncertain world we are still living in, nearly 12 months after we first began to confront the reality of COVID, with terms like ‘flexible’ and ‘agile’ heard too often.
“But the AFL Commission is fully committed to our AFLW teams and players, as you continue to provide both aspiration and inspiration to young girls across the country."
As part of the 2021 AFLW season, the AFL has also introduced paid ticketing for AFLW matches, with limited capacity crowds permitted into venues with COVID-safe protocols.
The AFL also announced several matches from the opening round have achieved sell-out status for ticketing.
Accompanying the AFLW season launch video, AFL Media produced a satirical campaign with a voiceover inspired by the Housekeeping Monthly’s ‘The Good Wife’s Guide’ from 1955, which detailed the way women ‘should’ act and encourages them to aspire to be good housewives and mothers.
With a series of highlights over the last five years of AFLW competition, the campaign provides a strong contrast to the voiceover, something AFL Media head of marketing and content, Julian Dunne, said was brought about by archive vision of women playing Australian Rules football in the 1940s and 1950s.
Dunne added “the campaign rallies our AFLW community, preparing them for the exciting season ahead by illustrating how far women’s sport has come over the years, as well as the incredible athleticism, power and resilience of W players.
“It’s incredible to look back at the vision of women who were pushing the boundaries over seventy years ago by playing football when you consider the ideals of the time.
“Women have been coming together through a shared love of the game for decades, and now five years on, our AFLW community is stronger than ever.
“It doesn’t matter who you are or where you’re from, footy brings people together, giving them a community to connect with.
“From Auskick and community footy to the elite games of AFL and AFLW, footy is part of our fabric, who we are.
“In 2021, we are dedicated to celebrating the connection between our fans and our game.
“Footy is for all of us and that is what we want to communicate through the overarching ‘This is Us’ platform’.”
The 2021 NAB AFLW Season is set to begin tonight with Carlton taking on Collingwood at Melbourne’s Ikon Park.
Related Articles
27th January 2021 - Work commences on new elite women’s facilities at Melbourne’s Ikon Park
19th January 2021 - Trans player Hannah Mouncey plans legal action against AFL
18th January 2021 - Comment invited on plans for final stage upgrades to Geelong’s Kardinia Park Stadium
11th January 2021 - Study finds impacts of AFL players concussion last longer than previously thought
4th January 2021 - AFL stakeholders advance stadium plans in Cairns and Darwin
27th December 2020 - Telstra looks to make Marvel Stadium one of the world’s most connected sporting venues
24th December 2020 - AFL announces broadcast agreement extensions with Foxtel and Telstra
10th December 2020 - Victorian authorities to allow 30,000 attendance at MCG Boxing Day Test
23rd October 2020 - Former Collingwood player Héritier Lumumba sues AFL and club over alleged racism
14th October 2020 - AFL’s Tanya Hosch named South Australia’s Australian of the Year
1st October 2020 - Global sports survey shows impact of COVID-19 pandemic
24th August 2020 - Decline in income forces AFL to restructure operations with 20% of staff to be cut
21st August 2020 - AFL will not use Aboriginal flag during Indigenous Round
6th August 2020 - World Health Organization says large crowds for sporting events are unrealistic this year
1st May 2020 - Coronavirus has multi-billion dollar negative impact on global sport
29th October 2019 - AFL reaches agreement with AFLW players for 2020 season
24th April 2019 - Liberal leaders repeat $15 million budget commitment to Sydney Swans AFLW facilities
1st April 2019 - Grand Final sees AFLW smash domestic attendance record
25th March 2019 - Research suggests AFLW inspires more women to participate in football codes
20th March 2019 - Online trolling of AFLW player Tayla Harris’ in-game image compared to sexual abuse
1st February 2019 - Lions AFLW team base to be backed by $15 million in Federal Government funding
21st December 2018 - AFLW to expand to 14 teams in 2020 but warned ‘hard work’ needed for successful expansion
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
supplier directory
The Complete Guide to Leisure Industry Products & Services.
Humanforce
Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…
read morerevolutioniseSPORT
revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…
read moreTICKETSERV
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…
read moreTim Batt Water Solutions
Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…
read moreSENtag
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 moreXBODY Australia Pty Ltd
PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge, business support…
read moreMomentus Technologies
About: Momentus Technologies is a global provider of industry-leading venue and event management solutions that empower organizations to create extraordinary moments. With over 50,000 users in more…
read moreget listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!