The Ugly Truth Behind AFLW’s So-Called 'Progress' — And Why Most Clubs Still Don’t Get It
Let’s cut through the corporate PR fluff: The AFLW isn’t experiencing a 'revolution' — it’s stuck in a Groundhog Day of performative gestures. Thursday night’s Hawthorn-Melbourne clash, touted as a 'standalone showcase' for women’s footy, exposed a dirty secret no one wants to admit. Clubs aren’t just failing to support their female athletes — they’re actively undermining the very concept of equality they claim to champion. But Carlton’s recent actions prove there’s a better path, if only others had the courage to follow.
Hypocrisy in Brown and Gold: Hawthorn’s Embarrassing Double Standard
Picture this: A club boasts about hitting 90,000 members, then proceeds to erase its women’s team from existence. Hawthorn didn’t just forget their AFLW squad — they weaponized their own success as a distraction. CEO Ash Klein’s rallying cry to ‘paint the MCG brown and gold’ for the Collingwood blockbuster? Pure theater. The message was clear: Real football happens Saturday night.
Personally, I think Hawthorn’s silence speaks volumes. When you’re too busy handing out ‘member giveaways’ for men’s games while your women’s team plays their home opener, you’re not just neglecting them — you’re humiliating them. This isn’t oversight; it’s strategy. The Hawks’ hierarchy still sees their AFLW team as a tax deductible obligation, not a legitimate part of their football ecosystem.
What many people don’t realize is that these micro-aggressions create a culture of second-class citizenship. When a club’s leadership consistently prioritizes men’s football in communications, sponsorships, and facilities, it sends a signal to fans: Your attention isn’t worth the same.
The Carlton Exception: Why ‘One Club’ Isn’t Just a Slogan — It’s a Revolution
Contrast this with Carlton’s masterclass in cultural transformation. Their dance party video featuring Darcy Vescio wasn’t cringe-worthy corporate fluff — it was revolutionary. When Harry McKay watches the women’s game from the race, or men’s players sprint onto the field cheering during the team song, it’s not just ‘feel-good content.’ It’s institutionalized solidarity.
From my perspective, Carlton’s most radical move wasn’t the PR stunts — it was the structural changes. Sharing weight rooms? Mandatory. Having male players attend tactical meetings with the women’s coaching staff? Revolutionary. Most clubs still treat female athletes like inconvenient guests in their own facilities. The Blues understand what others don’t: Equality isn’t about equal treatment — it’s about dismantling centuries of systemic bias.
A detail that I find especially interesting is Marc Pittonet’s goal celebration for Sophie McKay. This wasn’t just a cute gesture — it was a declaration that female athletes’ contributions matter to the club’s identity. How many other teams would risk ‘distracting’ from a men’s game to honor a women’s player? Exactly.
The Real Cost of Tokenism: Why Most AFLW Programs Are Set Up to Fail
Let’s talk about Fremantle’s stadium lights being turned off mid-training. Or Port Adelaide’s family day snub. These aren’t isolated incidents — they’re symptoms of a deeper disease. When clubs force female players to pay for their own massage therapy or banish them to weight rooms after men’s sessions, they’re not saving money. They’re creating a caste system.
What makes this particularly fascinating is how these policies persist despite clear evidence of harm. The Brisbane Lions and North Melbourne have built dynasties by treating women’s programs as equal partners. Emma Kearney coaching men’s teams? Not a publicity stunt — it’s redefining what football expertise looks like. Yet half the league still acts like investing in women’s footy is some kind of charity case.
This raises a deeper question: Why do we accept different standards for female athletes? Would anyone tolerate male players paying for their own rehab sessions? Of course not. But we’re supposed to celebrate when women get handed the crumbs.
The Path Forward: Beyond Lip Service and Hashtags
Josh Fraser’s refusal to make his coaching future about himself after Carlton’s win wasn’t just classy — it was instructive. ‘One club’ isn’t about joint photo-ops. It’s about structural commitment: Equal facilities. Shared resources. Public celebrations of success. Bree Brock’s hiring at Adelaide isn’t just ‘good optics’ — she’s bringing the Lions’ proven winning culture to a club that finally gets it.
But here’s the uncomfortable truth: Most clubs don’t want equality. They want the marketing halo without the hard work. Until boards stop treating AFLW as a compliance checkbox and start restructuring operations around true parity, the cycle will continue. That means:
- Equal access to facilities (yes, even the prime weight room hours)
- Mandatory cross-gender mentorship programs
- Shared sponsorship revenue models
- Female representation in high-performance decision-making
What this really suggests is that we’re at a crossroads. The AFLW’s future isn’t about Thursday night broadcasts or TV ratings. It’s about whether the league has the guts to enforce standards that make clubs uncomfortable. Because right now, the difference between Carlton and Hawthorn isn’t just a cultural gap — it’s a moral chasm.
