The AFLW’s recent surge in momentum has been nothing short of exhilarating, but it’s also shining a spotlight on a glaring divide within clubs: the ‘one club’ mentality. Personally, I think this isn’t just about women’s footy; it’s a litmus test for a club’s values and long-term success. What makes this particularly fascinating is how some clubs, like Carlton, are getting it right, while others, like Hawthorn, seem to be missing the memo entirely.
Take Hawthorn’s recent oversight, for instance. Here’s a club celebrating a record 90,000 memberships and hyping up a men’s blockbuster against Collingwood, yet their AFLW team’s home opener—a prime-time standalone game—was barely acknowledged. In my opinion, this isn’t just a PR blunder; it’s a symptom of deeper cultural issues. What this really suggests is that despite the AFLW’s growth, some clubs still treat their women’s teams as an afterthought. If you take a step back and think about it, this isn’t just about marketing—it’s about respect, inclusion, and the message a club sends to its entire community.
Contrast this with Carlton, a club that’s historically struggled with unity, yet has emerged as a model for the ‘one club’ philosophy. What many people don’t realize is that Carlton’s transformation didn’t happen overnight. After a series of missteps, they conducted a thorough review of their women’s program three years ago, leading to significant changes. The result? A culture where men and women train, celebrate, and support each other as equals. From the men’s team cheering on the AFLW side to players like Marc Pittonet honoring injured teammates, Carlton is proving that integration isn’t just possible—it’s powerful.
One thing that immediately stands out is how these small gestures add up. When Harry McKay watches the AFLW game or Darcy Vescio leads a joint dance routine, it sends a clear message: we’re all in this together. This raises a deeper question: why do some clubs still struggle with this? Is it laziness, complacency, or a lack of vision? A detail that I find especially interesting is how clubs like North Melbourne, Brisbane, and Adelaide—all pioneers of the ‘one club’ mentality—also happen to have the most successful AFLW teams. Coincidence? I don’t think so.
From my perspective, the ‘one club’ approach isn’t just about fairness; it’s about strategy. Clubs that invest in their women’s programs—whether through shared resources, cross-team collaboration, or genuine respect—are reaping the rewards. Take Emma Kearney, a Kangaroos champion who’s now coaching and educating the men’s team. Or Bree Brock, the new head of AFLW at Adelaide, who’s bringing her championship-winning expertise to the Crows. These aren’t just feel-good stories; they’re examples of how elevating women’s footy elevates the entire club.
But let’s not sugarcoat it: the road to ‘one club’ hasn’t been smooth. Early AFLW days were marred by incidents like Fremantle’s players training in the dark or Port Adelaide excluding their women’s team from a family day. These aren’t just minor oversights; they’re cultural red flags. What this really suggests is that the AFLW’s success depends as much on off-field attitudes as on-field performance.
Looking ahead, I believe the clubs that thrive will be the ones that embrace this mentality wholeheartedly. It’s not enough to tick boxes or pay lip service; it’s about intentional, consistent action. Personally, I’m excited to see how this evolves, but I’m also wary of the clubs that lag behind. Because here’s the thing: in a sport as passionate and community-driven as footy, exclusion isn’t just unfair—it’s unsustainable.
So, as we cheer on the AFLW’s primetime games and celebrate its growing popularity, let’s also hold clubs accountable. Because the ‘one club’ mentality isn’t just a slogan; it’s a measure of character. And in the end, that’s what will define the clubs that truly deserve to win.
