The AFL men’s and women’s competitions will receive equal prizemoney for the first time, as AFLW captains push for a stronger marketing strategy that showcases their personalities on social media platforms like TikTok.
The AFL men’s and women’s competitions will receive equal prizemoney for the first time, in a move considered a step closer to addressing the large pay disparity between the two leagues.
Crows skipper Ebony Marinoff backed the announcement, adding: “It’s a really good thing that teams will get a bit of a reward for making finals because it’s such a hard and even competition that they should be rewarded.” , Lucas-Rodd said the AFL could mimic the marketing strategy that put the personalities of the players at the forefront of their social media coverage, which flooded TikTok and Instagram throughout the tournament.
The AFLW’s official TikTok account has 63,000 followers, a mere fraction of the men’s 359,200 TikTok followers.That trend is emphasised over the two competition’s Instagram accounts: The AFL boasts 1 million followers, and the AFLW has 154,000. Marinoff said showing the personalities of the AFLW players will help “more people to jump on the bandwagon” of the sport.
In 2020, Johnson said there was a focus “on creating content that takes fans behind the scenes and into the lives of our elite female footballers, enabling them to gain a closer understanding of the people and their personalities”.For example, FFA launched a TikTok channel, in which one video of star defender Alanna Kennedy’s training attracted nearly three million views.
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