Why 10 Years Later Stadiums Are Still a Major Bugbear of the AFLW

The Australian Football League (AFL) Women’s competition is entering its 11th season, yet one issue persists: subpar stadiums that host games. The league’s decision to favor boutique venues has been criticized by women’s football community members, who argue that bigger facilities are necessary for growth and success.

Players have been vocal about their concerns regarding venue standards, citing issues with surface quality, capacity, access, and weather-proofing. James Gallagher, CEO of the AFL Players Association, noted that “AFLW games are played at many venues which vary in quality of facilities, surface, capacity, access and weather-proofing.” This variability impacts player experience, fan satisfaction, and broadcast quality.

The data from the AFL Players Association’s Insights and Impacts Report paints a stark picture: 11 out of 28 venues used across Australia last year were rated average or below for surface quality and facilities. These subpar venues hosted nearly a third of all games, with only three – Carrara Oval, Springfield Central Stadium, and Kardinia Park – receiving top marks from players.

The AFL’s reluctance to use larger stadiums is puzzling, especially given the demand for bigger venues. The decision not to host the grand final at Docklands Stadium, which has a capacity of over 53,000, is particularly notable. The fact that the last three AFLW grand finals at Princes Park sold out only underscores this point.

The introduction of double-headers raises questions about the league’s decision-making process. By hosting women’s games at tier-one venues, the league aims to increase exposure among existing men’s football fans. However, this approach also highlights inconsistencies in the league’s decisions. If the AFL genuinely believes that bigger stadiums can boost attendance and fan engagement, why not utilize them for standalone games as well?

Players and coaches want better venues to showcase their skills and provide a more compelling product for fans. As Bec Goddard, then-coach of Hawthorn, said after the inaugural AFLW game at Docklands Stadium in 2022, “Just give the women the opportunity to play in big stadiums, and the fans will come.” The data supports this assertion: when games are played at better venues, attendance figures increase, and fan engagement is higher.

As the AFLW continues to grow and develop, it’s essential that the league addresses these venue concerns head-on. By prioritizing bigger, better facilities, the competition can elevate its product, improve player satisfaction, and boost fan engagement. The question remains: will the AFL finally take heed of the criticism and provide the venues that players, coaches, and fans so desperately crave?