In Australia, the phenomenon is referred to as the Matildas effect, while in other regions, it is increasingly seen as standard practice. The Professional Women’s Hockey League (PWHL) is one of several North American leagues that has successfully drawn impressive crowds for women’s sports at a domestic level. Remarkably, just three years since its launch, the league reported a 71% increase in attendance compared to its inaugural season.
The key to this success is a campaign known as the “Takeover Tour,” where regular season matches are held in cities with established NHL followings, even if they do not yet host a PWHL team. These events utilize NHL arenas, leading to remarkable turnouts. This initiative has proven so effective that teams are now opting to hold home games in NHL venues, including a recent sellout at Madison Square Garden.
However, the most striking aspect is not merely the attendance numbers. At the espnW Sports Summit’s Women at the Helm panel in May, Meghan Turner, the general manager of the Seattle Torrent, revealed that approximately 80% of attendees at the latest Takeover Tour matches had never previously attended an NHL game.
This revelation is groundbreaking. It has long been understood that attendance for women’s leagues does not overlap significantly with men’s sports, but this level of differentiation is unprecedented. These are communities deeply rooted in ice hockey culture, with ample access to live professional games. Yet, it was the PWHL that succeeded in capturing their interest.
Women’s ice hockey has successfully engaged these audiences without relying heavily on the existing male fanbase.
Potential for Similar Strategies in Australia
There is no clear reason why similar strategies could not be effective in Australia. Much like the stronghold of ice hockey in North America, Australia’s major sports are integral to community life. There is a distinct enthusiasm for women’s sports that does not always translate to men’s leagues, evidenced by the active support seen during historic international competitions and World Cups.
Despite this, Australia’s domestic sports landscape shows a stark contrast in approach. While major women’s leagues in North America have developed separately from their male counterparts, Australia’s top sports often see their leagues intertwined, resulting in shared governance. This structure provides financial support, helping women’s leagues navigate their early, less profitable phases.
Challenges in the Current Approach
However, this interconnectedness may also contribute to a culture of risk aversion among administrators. By insulating the women’s leagues from existential threats, there may be less impetus for ambition or innovation. The assumption appears to be that fan bases will automatically align, making it less urgent to actively seek out a distinct women’s sports audience.
With the recent introduction of double headers alongside men’s games in the AFLW season, a decade after the women’s league was established, the AFL seems to embody this mindset. This represents a significant shift for the AFLW, and the push for larger stadiums has been a long-standing demand from fans and athletes. Yet, the reliance on men’s games as a fallback shows that the league’s focus remains on converting male spectators.
Opportunities for Growth and Engagement
The women’s football match between Australia and Ireland similarly displayed a lack of confidence: the AFLW’s closest attempt at a Matildas-level event fell short of fully capitalizing on the momentum, with the venue choice reflecting existing ticket sales rather than strategic ambition. Although the event was successful, engagement metrics indicate there were opportunities for greater attendance that were not realized.
While progress is evident, it is hard to overlook how the PWHL has attracted its audiences—primarily through the courage to affirm the strength of their offerings. What if the AFL took a leaf from that book in its efforts to enhance the AFLW?
This would require leadership to make bold decisions—starting with a genuine commitment to ambitious strategies. A complete strategic overhaul is necessary, with an emphasis on both ambition and investment. Planning stand-alone matches in larger venues, without any caveats, would send a clear message to fans that the administration believes in the league. Additionally, a more targeted marketing approach aimed at specific demographics would be crucial.
Although the PWHL may not fully understand what drives so many newcomers to their Takeover Tour events, they recognize that fostering this environment comes with high stakes. It involves taking risks, possibly facing half-empty arenas, all in the quest for unforgettable moments in women’s sports. As demonstrated time and again, such boldness has yielded significant rewards. Perhaps, with a touch of similar bravery, the AFLW could experience comparable success.
