THE PRIZE at stake in the NAB AFLW is more than a cup; it's the hearts and minds of the code's newest fan base – five to 12-year-old girls.

And that's why so many are keen to breath in the fresh AFLW air.

One of those waiting in the wings is Richmond. The Tigers have got a license, but have to bide their time until 2020.

President Peggy O'Neal concedes there's been a lot of jostling among clubs.

"We wanted a women's team from the start," O'Neal told AFL.com.au.

"The mood around the table was, we all want a team right now," she added when reflecting on the conversation among club presidents.

"It was very competitive and we were all thinking why not us?"

Veteran Geelong chief executive Brian Cook has been surprised at the hyper fast arrival of AFLW, as the Cats await their entry into the competition next season.

"Much more than I expected, I expected AFL Women's to be successful but not this quickly, I've just been staggered at the take up," Cook told AFl.com.au.

"The world is becoming more equalized every day. There is more diversity in the world every day.

"This is the way of the world, it's normal, it's natural.

"There's a quantum leap happening in our sport because of that diversity."

And for O'Neal, forced to deal with premiership player Nathan Broad's social media antics in the wake of the Grand Final, having more woman at the club can only help the Tigers' culture evolve.

"Having more woman around the place makes it a better place to come to work," she said.

At Tuesday's high-energy season launch, held in a funky Footscray warehouse, O'Neal and Cook were among a number of those from beyond the inaugural eight teams making their presence felt among the room of media executives, sponsors and League powerbrokers.

With a TV rights deal looming ahead of next year's expanded competition plus sponsorship dollars, government funding and a new pool of potential lifelong members on the line – every step counts on the road to AFLW glory.