AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League

Abstract

Objective: The introduction of the Women’s Australian Football League (AFLW) has highlighted the inequality faced by women football players (e.g., season length), with the consumerism and fanbase of the women’s AFL lacking comparatively with the men’s league. The paucity of research into the AFLW and attitudes towards women’s sport, limits our understanding of the predictors of these attitudes. Therefore, the primary aim of this study was to investigate the factors that may influence the development of attitudes towards the AFLW. Method: Data were collected from a community sample (N = 171), to evaluate attitudes towards both AFLW consumerism, and the endorsement of gender equality within the AFL. Results: Results revealed that basic demographic factors were influential in attitude development (i.e., age, gender), however the most prominent predictor of attitudes towards the AFLW was gender role ideology, suggesting that beliefs about gender roles may influence anti-AFLW attitudes. Conclusions: The findings reflect an ongoing perception of sport as a masculine space, and as such, a need to adjust marketing approaches to frame the AFLW in a manner that encourages consumer behaviour. Future research directions are discussed.