The penny has finally dropped at AFL House. It was a mistake to copy the men

OpinionColumnistJuly 31, 2026 — 3:30pmFinally, the penny might have dropped. After a decade of wandering aimlessly, trying to mimic the men’s game, the AFL Women’s competition has taken the first steps to a clear path ahead.The AFLW’s eleventh season was launched in Sydney on Friday night with a new boss, Laura Kane, and a new catch cry: “Our Game. Our Rules.”Laura Kane with AFLW stars Sophie McKay, Jesse Tawhiao-Wardlaw, Taylah Gatt and Georgie Prespakis.via Getty ImagesIt’s the first sign the AFL recognises the women’s game is unique, has different strengths and appeal, and should be treated differently.The world’s leading female sports coach is Sam Kerr’s former Chelsea manager, Emma Hayes. The English football manager now coaches Team USA.She said recently of the differences between women’s and men’s sport: “In the past we’ve been caught up in let’s just copy and paste... No, they’re two separate situations – we can enjoy both of them for what they are – but trying to make them the same destroys the experience.”Emma Hayes with Sam Kerr (right) and Millie Bright after Chelsea won the Women’s Super League trophy. The FA via Getty ImagesHayes describes men’s sport as being like cortisole. A high-octane and adrenalin fuelled experience. And there’s nothing wrong with that. She says the women’s game is more like dopamine. It’s a feel good experience that binds people together.The new AFLW television ad nails this message. It shows a grassy hill packed with fans sitting in the sunshine, kids hugging players after the game, star players singing and dancing their way into Gen Z hearts through their social media channels.The campaign also features the three most marketable players in the competition right now. There’s Carlton’s father-daughter recruit Sophie McKay, whose goal celebrations match her impressive goalkicking skills. Port Adelaide’s running ruck Matilda Scholz, who has a combined 100,000 followers on TikTok and Instagram. And Sydney’s Indigenous rising star Zippy Fish, who tiptoes through traffic like a ballet dancer on the biggest stage.McKay, Scholz and Fish are the faces of the competition for the next ten years. And Laura Kane has their future in her hands.Three years ago, Kane made history as the first female to be appointed as the executive general manager of football. Her stint was embroiled in controversy before she was eventually moved sideways for new footy boss Greg Swann. Some at AFL House say she was thrown under the bus. Others that she was set up to fail. Either way, new rules and umpiring remain as controversial this season as they were on her watch.Kane retains executive responsibility for health and football operations in the men’s game.Now the much talked about football administrator has another chance to show us all what she can do. She’s already beefed up resources for the women’s game. There are now 14 AFLW dedicated staff at AFL headquarters. The NRL has none, yet the rival code has led the way when it comes to women’s representative football. This year’s NRLW State of Origin drew average national television audiences of a million viewers.Sophie McKay is one of the faces of the women’s game. AFL Photos via Getty ImagesIn AFLW there’s a new “crowd building” working party. The committee meets regularly to discuss the biggest issue facing the game, getting more bums on seats.Last week, the WNBA drew 20,000 fans to its All-Star Game in Chicago, surpassing the biggest crowd for a men’s All-Star Game. The competition is thriving in its 30th year, with record attendances and television ratings.Kane and colleague Rebecca Haagsma (the AFL’s executive general manager customer and commercial) have just returned from a fact-finding mission to the US, attending two WNBA games, including going behind the scenes of an Indiana Fever match featuring the most talked about female athlete on the planet – Caitlin Clark.They had front-row seats to witness how a superstar player, assigned the role of villain, can ignite a league.Caitlin Clark plays in front of a massive crowd in the WNBA.Getty ImagesOn Saturday afternoon Kane’s first idea taken to the executive, introducing international rep footy to the women’s game, will be put to the test in front of a sold-out crowd at North Sydney Oval. Nearly 10,000 fans will watch Australia v Ireland.Then there’s the AFLW season opener – a double header with the men’s – when St Kilda and Carlton clash at Marvel Stadium next Sunday. It’s the first of four double headers with men’s games.Zippy Fish was last year’s Rising Star. AFL Photos via Getty ImagesKane has runs on the board. Before joining the AFL she handpicked North Melbourne’s two-time premiership team.That team hasn’t lost a game in two-and-a-half-years and is on a 27-game winning streak. Can she translate club success into competition success?She’s trying something different. She’s carving a clear path. Let’s see where it takes us.Kelli Underwood is a Fox Footy commentator and will call Saturday’s Australia v Ireland match from 4.15pm.From our partners