New AFLW boss confident of hitting metrics ahead of new season as smart ball technology unveiled

Leadership and Growth Targets Set the Tone for AFLW’s Future

Emma Moore, who recently succeeded Nicole Livingstone as the head of AFLW, has expressed strong confidence in the league’s trajectory. Her primary focus is to meet specific audience engagement benchmarks that will justify expanding the competition’s regular-season rounds. Currently, the AFLW features 18 teams competing over 11 games plus finals. The plan is to increase this to 12 rounds by 2025, with a potential expansion to 14 rounds within a five-year agreement signed in September 2023.

However, this expansion is contingent on reaching average attendance figures of 6,000 fans per game and broadcast viewership averaging 100,000 viewers. Last season’s data showed an average attendance of 2,606 and an average broadcast audience of 54,969, indicating room for growth. Moore emphasizes that the league is strategically focused on achieving these targets through integrated marketing efforts and close collaboration with clubs and players.

Fixture Innovations Aim to Maximize Exposure and Viewership

The 2024 AFLW fixture introduces notable changes designed to optimize audience engagement. For the first time, midweek games will be scheduled between rounds four and seven, a move intended to test new opportunities for viewership and attendance. Moore highlights the importance of experimenting with scheduling during school holidays and across different days of the week to identify the best conditions for growing the fan base.

This approach reflects a data-driven strategy to understand audience behaviors and preferences better. By monitoring viewership patterns and attendance closely, the AFLW leadership aims to refine the fixture to maximize exposure and meet the league’s growth metrics.

Player Perspectives: Growth and Community Strength

Collingwood captain Brianna Davey acknowledges the progress made in increasing the AFLW’s exposure but stresses the need for continued efforts. She notes that while the league has cultivated a dedicated community of fans, expanding beyond this core group is essential to achieving consistent growth in attendance and viewership.

Davey also points to the improving quality of the competition, citing the influx of young talent and the increasing speed of the game as factors that enhance the league’s appeal. This sentiment is shared broadly among players who see the AFLW evolving into a more competitive and entertaining product each year.

Moore also believes the performance gap between the league’s original teams and newer expansion sides is narrowing, which bodes well for the overall competitiveness and attractiveness of the competition.

Smart Ball Technology: Enhancing Accuracy and Fan Experience

A significant technological advancement for the AFLW in 2024 is the introduction of ‘score assist’ smart ball technology. This system incorporates sensors within the football, similar to goal-line technology used in soccer, to provide real-time data on scoring events. The technology can detect whether the ball has crossed the goal line, hit the post, or been touched in flight.

Officials at the game receive instant alerts, allowing them to communicate promptly with umpires and ensure scoring decisions are accurate and timely. AFL football boss Laura Kane notes that the smart ball is only marginally heavier—about the weight of a teaspoon of sugar—ensuring it does not affect gameplay.

This innovation is expected to improve the integrity of scoring calls, reduce errors, and enhance the viewing experience for fans both in the stadium and watching broadcasts.

Insights from AFLW Captains on Competition Outlook

A recent survey of AFLW captains offers insight into expectations for the upcoming season. North Melbourne and Brisbane Lions were the most frequently named teams likely to reach the grand final, reflecting their strong performances and reputations.

In terms of individual accolades, Jasmine Garner from North Melbourne was the favorite to win the competition’s best and fairest award, while Kate Hore of Melbourne was predicted to be the leading goal kicker. The Rising Star award candidates include several promising young players from various clubs, highlighting the depth of emerging talent in the league.

The captains’ perspectives underscore the competitive balance developing within the AFLW and the recognition of standout performers who will shape the season.

What this means

The AFLW stands at a transformative juncture as it prepares for the 2024 season. Under Emma Moore’s leadership, the league is pursuing ambitious growth targets with a clear strategy that combines fixture innovation, marketing integration, and technological advancement. The introduction of smart ball technology represents a significant step forward in improving game integrity and fan engagement. Meanwhile, players’ enthusiasm and the narrowing gap between teams suggest a maturing competition poised to attract a broader audience. Achieving the set attendance and viewership metrics will be critical for the AFLW’s expansion plans, but the current momentum and strategic initiatives provide a solid foundation for the league’s continued development and success.