The AFLW season returns to free-to-air television on Saturdays in Victoria, but Channel Seven's scheduling of the first three rounds across its main and secondary channels suggests lingering doubts about the competition's ratings appeal. Only the opening Thursday night double-header and Sunday afternoon slots will air on Seven's primary channel initially.
AFL chief executive Andrew Dillon has rejected claims that the women's league is losing $50 million annually, calling the figure inaccurate. 'We have a big investment in AFLW, but it's an investment absolutely worth making,' he said, citing indirect benefits such as club grants and sponsor retention.
Crowd numbers have declined from an average of nearly 7,000 in the inaugural 2017 season to under 3,000 per match last year. However, the league has adopted a more sustainable structure for 2025, with traditional timeslots, no midweek fixtures, and the addition of Indigenous and Pride rounds.
This season marks the first overlap with the men's competition, creating an 18-match mega round. Of the first 27 matches, 11 will be broadcast nationally on Seven and 7plus, with all games available on Foxtel and Kayo. Dillon noted the AFLW now employs the most professional female athletes in Australia and has the fourth-highest salary cap of any domestic sport.
