AFLW Double-Header Attendance Disappointment
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Double-Header Disappointment: When Footy Fatigue Meets Lack of Advertising
The AFLW double-header at Ikon Park last Sunday was a missed opportunity for both teams and the league as a whole. The attendance figures – 1,931 fans for the first game and 3,892 for the second – were underwhelming, especially considering the proven track record of double-headers in drawing bigger crowds.
The issue is not just about footy fatigue or the timing of Father’s Day; it’s fundamentally about how the AFL communicates with its fans. The lack of advertising and promotion around this event meant that many fans were unaware it was even happening. Amy Stephens, a longtime Collingwood fan, shared her frustration: “I only found out about the double-header when I checked the fine print on my Ticketmaster account, after already leaving home to watch the game.” Several other fans spoke to our publication about their lack of knowledge regarding the double-header.
The AFL’s reliance on social media and online ticket sales has created a disconnect between the league and its fans. While these platforms are convenient for some, they also rely on fans being proactive in seeking out information – which is where the problem lies: not enough people knew there was a double-header on Sunday, let alone where to find the details.
In contrast, when double-headers are properly advertised and publicized, they tend to draw large crowds. The AFL has seen this firsthand with their men’s games, which have drawn over 20,000 fans in tier one stadiums. Double-headers account for much of the growth in AFLW attendances – a whopping increase of more than 50% compared to the same stage last season.
Coaches like Matthew Buck support the concept, but acknowledge that more needs to be done in terms of advertising and promotion. The AFL must take steps to ensure fans know when and where double-headers are happening. This includes a bigger push on social media, online ticket sales, and traditional methods like television.
The success of double-headers is not just about filling stadiums; it’s also about creating an engaging experience for fans. It’s time for the AFL to take a more proactive approach in promoting these events and ensuring that fans know what to expect when they attend. If they can’t do this, they risk missing out on opportunities to grow the game and attract new fans.
As the season progresses, it will be interesting to see how the AFL addresses this issue. Will they learn from past mistakes or continue down a path that prioritizes convenience over communication? One thing is certain: if they want to meet their attendance benchmarks and fill stadiums for W games, they need to make sure fans actually know when the games are on.
Reader Views
- TCThe Cart Desk · editorial
The AFL's reliance on social media and online ticket sales has created a one-way conversation, where fans are expected to be proactive in seeking out information rather than being actively engaged by the league. The lack of traditional advertising and promotion – think billboards, radio spots, and press releases – has left many fans in the dark about upcoming events. It's not just about footy fatigue or scheduling conflicts; it's a systemic issue that highlights the AFL's narrow focus on digital engagement at the expense of grassroots marketing efforts.
- SBSam B. · deal hunter
The AFL's got a marketing problem on their hands if they can't get bums in seats for a double-header. Blaming footy fatigue or timing is easy, but it's not that simple. The issue lies in how the league is pushing out info - social media and online ticket sales are great for some fans, but what about those who aren't glued to their phones? Proper advertising and promotion would help bridge that gap. Double-headers have been a success elsewhere in the comp, so why not AFLW?
- PRPat R. · frugal living writer
The AFL's marketing misstep has again fallen flat with lackluster attendance figures at the double-header. While footy fatigue and scheduling conflicts are certainly factors, the real issue lies in the league's advertising strategy. The AFLW needs a cohesive marketing push that targets all demographics, not just social media savvy fans who already know about upcoming events. By overlooking traditional advertising channels like local newspapers and community radio, the league is alienating its core supporters – older, lower-income fans who are often loyal but hard to reach with online-only promotions. It's time for a more inclusive approach that acknowledges the diversity of the AFLW fanbase.