Presented by Dr Sarah Jane Kelly 

The growth in women’s sport has been evident recently in the AFL Women's league and the introduction of the Super League netball competition. The women’s AFL exceeded expectations and supporters were even turned down at games as sporting venues reached capacity (e.g. Princess Park in Melbourne turned away thousands of supporters). The ratings for several AFLW games exceeded some of the men’s AFL games. The new Super League in the national netball competition has lifted the minimum salary for professional netballers to almost double what it formally was, and the broadcast licensee, Channel Nine experienced and increased ratings directly attributable to the League.

Despite this success in women's AFL and Netball competitions, some of the other sports are struggling to capitalise on this rise in appetite for women’s sports and garner the same attention and commercial benefits. For example, Australia’s Olympic gold medal-winning women’s Rugby 7s team has been restricted to playing their competition on amateur training fields.

This presentation will discuss the key to the commercial success of the AFL and Netball competitions and how these lessons can be applied to other women's professional sporting competitions so that they can also succeed. Areas such as marketing to a male audience and positioning as an aspirational brand for young girls are part of the ingredients to success which will be discussed at this presentation.

About AIBE Thought Leadership Discussion Series

Events in this series are held at the UQ Business School Executive Venue, Boardroom, 293 Queen Street, Brisbane unless otherwise specified.