Melbourne premiership star Kate Hore remains steadfast in her belief that continued investment in the AFL Women’s (AFLW) league will yield significant rewards over time. As the league approaches its 10th season next month, reports indicate that the AFLW is currently incurring a $50 million annual loss. Despite these financial challenges, Hore insists that the elite women’s competition is on an upward trajectory.
The AFL has prioritized enhancing on-field performances amidst concerns over declining crowd sizes and television viewership. Meanwhile, AFLW players are advocating for an expanded season by 2031, where each team would play every other team once. However, a league review suggests that such an expansion could result in a $200 million deficit.
Investment and Growth in AFLW
Hore, who has been a part of the AFLW for seven years, is urging league officials and sponsors to maintain their faith in the competition. She believes that the on-field product is improving each year, a sentiment she shared while reflecting on her own development as a player.
“I’m super confident that the AFLW is an amazing competition already and we’re only 10 seasons in, so I think we just need to keep investing, both as players and then more broadly as well, into the game,” Hore said.
Hore emphasized the rising standard and commitment from players, noting that the competition will continue to grow as more investment is made. She compared her skills from her first season in 2018 to now, stating that she wouldn’t make the cut today if she played at her initial level.
The Role of Young Talent
A three-time All-Australian and a premiership player in 2022, Hore highlighted the influx of young players who have honed their skills through talent pathways. She believes this will significantly elevate the AFLW’s standard in the coming years.
“The skill levels are going to continue to grow, and I’ve really seen that in our new girls and our draftees this year,” she said. “They’ve been playing the game since they were five years old.”
Hore contrasted her own experience, where she had a decade-long gap in playing, with the current generation of players who benefit from continuous development. This, she argues, is a promising sign for the future of the league.
Sponsorship and Business Investment
On Wednesday, Hore participated in the launch of a new sponsorship deal with a Swedish automotive manufacturer, which will partner with the Melbourne Demons’ women’s team this season. She views this partnership as a testament to the growing interest from businesses in supporting women’s sports.
“This partnership just shows that there’s so many businesses and organisations that really want to help grow the game and support us girls,” Hore said. “It’s an investment, really, and the competition’s growing.”
As the AFLW celebrates its 10th season, Hore remains optimistic about its future, underscoring the importance of sponsorships as a sign of real investment from organizations.
Looking Forward
The AFLW’s journey over the past decade reflects broader trends in women’s sports, where increased visibility and investment are gradually improving standards and opportunities. While financial challenges persist, the commitment from players, sponsors, and fans alike suggests a promising future.
As the league navigates these complexities, the voices of players like Kate Hore provide a crucial perspective, advocating for sustained support and belief in the potential of women’s football.
