Former Collingwood president Eddie McGuire has dismissed claims that Laura Kane has been demoted following the AFL’s decision to appoint Greg Swann as the new head of football. Swann’s role encompasses managing the match review office, umpiring, game development, as well as overseeing the draft and trade periods. Despite this change, Kane will continue to lead the AFLW, VFL, and VFLW and maintain her position on the AFL executive team.
McGuire defended Kane’s continuing influence in women’s football, emphasising the significance of her leadership within the AFLW and reinforcing the need for her expertise as the competition strives to enhance its standing, especially in light of the rapid progression of the NRLW since its launch in 2018. The NRLW has attracted remarkable viewership, with State of Origin matches averaging over a million viewers, significantly overshadowing the AFLW, which saw its grand final rated at 354,000 last year.
McGuire acknowledged that the AFLW’s swift expansion to 18 teams was a miscalculation, stating that while it has increased participation, it has also created substantial challenges. He referred to this as a “positive mistake,” commenting that the focus now should be on recalibrating the league to ensure its future success.
Furthermore, co-host James Hird concurred with McGuire’s assessment, noting that the quality of the NRLW appears to have outstripped that of the AFLW. Despite the AFLW’s rapid expansion from eight teams in 2016 to 18 by 2022, players have voiced frustration over a stagnant fixture that remains capped at 12 weeks, limiting opportunities for double headers and full stadium games.
In summary, while Kane’s role has shifted, it remains vital for the advancement of women’s football within the AFL. The league faces the challenge of improving its competitive standard and fan engagement in the face of the NRLW’s increasing popularity.