Heading towards the 4th season of the AFLW competition, I’ve been paying extra attention to the marketing dispositions of the AFL Clubs who are entering the competition in 2020.
Amongst the various things on offer if you purchase an AFLW membership, quite a few clubs are offering the membership itself as an add on option to the pre-existing AFLM membership. Which begs the question, how exactly are teams viewing their female teams from a marketing point of view?
Are they seeing them as a stand alone, ready to create their own history whilst wearing the team’s colours or are they just seen as an accessory like a scarf, a cap or a bumper sticker to these clubs?
It’s not just the new teams entering the competition in 2020, some established clubs are still promoting the memberships the same way.
We are quick to jump up and down when we think the AFL itself isn’t doing enough to promote AFLW, but when you investigate further, the individual clubs are just as guilty.
I know I have voiced my disapproval of my own team – Melbourne FC suggesting that they are not doing anywhere near enough to promote their own AFLW team, considering they are a pioneering club of the AFLW competition.
It makes sense to me that they should be leading the way with the membership push for their AFLW team, giving the supporters a tier type level of memberships to choose from to support the team like with the AFLM team packages available.
The MFC had the original foundation membership in the first season, then from there it should have moved onto additional options in the seasons that followed. Perhaps something like a pioneer package, which includes an add on option to also sponsor a player of choice, a second and third tier option to pay less depending on your financial situation, even an option to make a donation to support the team alone. Taking a leaf out of the Geelong FC membership package, giving you a choice of club merchandise or instead a portion of the membership total as a donation to go towards the support of the AFLW players instead.
What a brilliant concept, god knows I have enough demons scarves lying around – which aren’t beneficial whilst the AFLW season is played in summer still.
Each club I hope has a payment plan option with all memberships available, not everyone has that kind of money available, (not all of us have big bank balances, nor do all demons fans own chalets and drive range rovers either).
Some clubs have done extremely well with their promotion of the AFLW membership, with great options to choose from and listing the benefits you get in the package. Adelaide, St. Kilda and the Western Bulldogs are some of the teams to be applauded for the packages they have available to purchase.
Being inspired by our favourite AFLW supporter Fearny, we came up with a concept of showing our own support for AFLW by purchasing multiple AFLW memberships for clubs we don’t neccessarily support for the 2020 season.
We feel this is the only way we can spend money on AFLW and know that the money is going towards the competition and the players. Under the hashtag #FearnyEffect, we’ve been amazed at how many people have had the same idea.
It’s a small gesture and we hope it helps the players whilst they fight for pay equality. Even an AFLW membership that is equivalent to the AFL members would be a good concept.
The promotion of membership packages is challenging enough, but it leads me to another discussion that is echoed across the AFLW broader community, the subject of merchandise.
You don’t have to be Einstein to work out that the AFL are really struggling with their target audience for AFLW. It’s frustrating enough to misunderstand the audience, but not trusting the audience when they are giving you feedback is mind boggling.
In other blogs and open discussions on social media, podcasts and the like, we are well aware that the AFL doesn’t understand what it has here with AFLW, therefore it doesn’t know how to market or cater for this community. The lack of merchandise, whether it be team orientated, individual player orientated or even just AFLW in general orientated.
If they paid close attention to the discussions that are constantly going on throughout social media land, they would see they are sitting on a marketing gold mine.
The supporters of AFLW want to spend money to show their support for the players, the clubs and the competition as a whole. 3 seasons down and there is limited merchandise available, from the AFL and individual clubs.
It was pointed out how disappointing it was how quickly Adelaide FC ran out of premiership merchandise. How could they not have taken the opportunity to utilise the photos of the players holding the premiership cup with pride?
How hasn’t the AFL jumped on the bandwagon of promoting the competition with using their catch cry “Don’t Believe in Never” with various AFLW players in team colours or a generic AFLW T-Shirt or even using former Auskicker of the year Isla as a face of the future?
They understand the sell factor of AFLX because all they need to do is scream FAST and DANGERFIELD in strobe lighting. That’s super easy, but appealing to a more female based market, it’s not as easy as they thought.
The AFL have automatically assumed that the rivalries of the AFLM competition will follow onto the AFLW. Part of the reason AFLW supporters are so often backed into a corner is because there’s a fundamental misunderstanding that we just support “our team” and the notion that we support players on other teams is lost in messaging.
That’s where the AFL and clubs are getting it wrong, they are marketing AFLW as footy and not truly recognising a big difference in the communities.
The AFLW community is inclusive and encouraging of all teams and its players, staff and supporters.
We’ve rallied around each other in the face of the trolling and people who don’t believe women’s sport can ever be a professional career. We’ve stuck up for each other when trolls have taken it upon themselves to go out of their way to tell us their ill-informed opinions, misogynistic views and personal attacks on individual players.
Our support for AFLW is a lot bigger than that. We may be one eyed when it comes to game day and we will cheer on our own team, but when it’s in between matches we are supporting everyone.
You wouldn’t be able to pick this visually due to the lack of merchandise available and when we got tired of waiting, some created their own merchandise and instead of being applauded for the foresight of the obvious void in the market, the AFL responded with a letter threatening legal action.
They didn’t offer up any alternative or timeline saying that there is merchandise in the pipeline.
If Tayla Harris’ iconic image was to be marketed by herself or the AFL, it’s been a good 8-9 months since the photo was taken, we haven’t seen anything available to purchase.
But Grand Final T-shirts for the victorious AFLM teams are available as soon as the final siren sounds on grand final day. So clearly products can be organised in a suitable time frame.
It’s interesting to ponder a future in which the male game is the one that needs to change or be left behind.
If we are to be honest, if there are those who still wish to disparage AFLW, become crowd truthers or deny that AFLW has arrived, they are about to be left behind.
The league’s evolution that its character, personality, values and community are becoming fully formed isn’t something that can be formed in a marketing meeting or a PR slogan.
It’s showing that the evolution of the game is leaving the doubters behind. The AFL worked hard to understand the backlash it received regarding racism within the sport, going on to introducing special rounds for inclusiveness from pride rounds, indigenous rounds, to fun things like retro rounds.
It can start implementing these ideas into the AFLW as well. Why not have a pride round instead of just a pride match considering the large following for AFLW by the gay community who love attending the women’s matches because they feel safer and welcomed in this environment?
Acknowledge International Women’s Day by having the entire round dedicated to celebrating women. Doesn’t even have to be women just from football, it can be having a female athlete from any sport as an ambassador for each game as well as having groundbreaking women in the AFL ranks being recognised for the pathways they’ve created, an Indigenous round celebrating the indigenous culture and showing respect for the indigenous community, a round dedicated to the young kids who will one day become future footballers and leading athletes.
This generation who gets to grow up idolising an Erin Phillips, Mel Hickey, Daisy Pearce, Chloe Molloy, Darcy Vescio or Meghan McDonald, why not get the merchandise out there for them to show their love and support for them. Work with the This Girl Can organisation to create merchandise that supports both them and AFL clubs.
Have curtain raisers for the AFLW matches with junior teams or even the masters teams participating, showcasing the impact the AFLW competition has had on participation for more women taking up the sport from the junior ages through to the masters ages, daring to dream and now be able to play the game they were denied to be a part of in a playing capacity for so long. (The masters game at Marvel in season 3 was a wonderful thing to see, but shouldn’t be a one off thing).
AFLW is so much more than it is currently given credit for. If the clubs listened to their own supporter’s requests for more merchandise, listened to the stories that the community shares with each other, how the introduction of AFLW has had such a positive impact on their lives.
How they are cherishing being apart of this community and just want to be able to show their support for their team or the competition in general where they feel safe and included, they would see that they can help make this competition a celebrated and respected competition.
There’s supporters for all teams who don’t care for AFLW, that’s fine, the clubs shouldn’t be catering to them, they have enough available for their AFLM interests. The notion of build it and they will come is still appropriate right now.
You have a foundation here, now you need to start building up on this foundation, work with the people who want to see this competition thrive.
Clubs that have a united front have more power to push back onto the AFL and start negotiating ways to make this workable for all AFLW clubs. The AFL have no issue whatsoever to keep making concessions for the flailing Gold Coast Suns AFLM team, they’ve even given them a licence to have an AFLW team! So, in theory they should be more than open to discussions by all clubs on how to make AFLW a raging success.
If they can constantly pump money into a sinking ship, imagine how well a competition who has supporters screaming TAKE MY MONEY would go if the AFL invested in better marketing and promotion, employing the right people who actually want to see this competition succeed, who understands that women’s and men’s sports whilst they are the same in concept, are completely different and can recognise that a marketing strategy isn’t going to be a blanket strategy across the board.
Get sponsors on board for clubs, who put pressure on the AFL to make it an equal playing field for the players. (I am not talking dollar figures here that will come in the near future as the competition grows) By this I mean equal access to sponsorship, employment opportunities, access to training facilities, logical and realistic seasons, from the number of games in a season to the time of year the season is played.
The AFL association standing up to the media and not allowing them to dictate when and how the game is to be played to appease an executive who has zero interest in the sport. Shop around and find a network who understands the importance of the growth and acceptance of women’s sports and is willing to promote the sport and broadcast it. Not hoping it becomes a filler between other sports or programs for ratings glory.
AFLW is more than an add on to the AFL, it’s a stand alone competition, it’s something long overdue and it should be celebrated as the pioneers of equality in sport here in Australia.
We shouldn’t have to be still fighting for inclusion, acceptance and equality. We should be celebrating the amazing pathway being created for our future generations and the trailblazing women who continue to forge ahead and fight for equality.