NAB AFL Auskick players during an Opening Round Media Opportunity, March 3, 2026 on the Gold Coast. Picture: AFL Photos

The AFL has today launched Phase 2 of the Women & Girls Action Plan for Game Development, outlining how the league will remove barriers, elevate experiences and accelerate growth across the football ecosystem for women and girls.

Phase 2 of the Women and Girls Action Plan builds on the progress delivered in Phase 1, which saw participation among women and girls increase by more than 45 per cent between 2022 and 2025, reaching more than 144,000 registered participants nationwide. 

Emerging from the Women's Football Vision - underpinned by the goal of achieving equal participation and representation by the end of the decade - the Women and Girls Action Plan sets out a clear roadmap on how the league is developing stronger pathways and inclusive environments that promote women and girls' involvement across the game. 

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Phase 1 of the Women and Girls Action plan delivered expanded opportunities for girls to participate in the game through new all-girls Auskick programs and junior competitions, while also supporting women and girls to coach, umpire and lead through targeted initiatives.  

Extending beyond participation, women coaching Aussie Rules rose by 27 per cent and umpiring increased by 44 per cent since 2022, alongside the rollout of nearly 950 gender-neutral changerooms nationwide. 

Delivered from 2026 to 2028, Phase 2 of the Action Plan will focus on expanding the pathway for girls aged five to nine, as well as increasing retention by continuing to deliver high-quality experiences for women and girls playing, coaching and umpiring.

Key progress outcomes for Phase 2 of the Women and Girls Action Plan (2026 – 2028) include: 

Embed all-girls offerings in NAB AFL Auskick and NAB AFL Superkick Centres, with more than 50 per cent delivering well-executed offerings. 

Expand Under 9 Girls competitions (or regions equivalent) to ensure club representation across all competitions, driving a 50 per cent increase in participation amongst the age group. 

Increase retention of women and girls across all levels of community football, retaining more than two-thirds of community participations across the Action Plan period (2026 – 2028). 

Support the development of 290 women annually in community football committee roles through the Lead Your Way program.

Strengthen the experience of girls in NAB AFL Auskick, NAB AFL Superkick and Under 9 competitions, using Ask Nicely to identify and address challenges. 

Increase representation of women and girls in leadership, coaching and umpiring roles to 25 per cent, 16 per cent and 20 per cent respectively. 

Expand the Coach Your Way Rookie Program and enhance the experience for women in coaching roles through the coach developer program. 

London Smith Allies Best on Ground award winner poses for a photo with Coaches and Debbie Lee, AFL National Women and Girls Football Lead during Day 2 of the 2025 AFL Open at La Trobe University on October 28, 2025. Picture: AFL Photos

Introduce more women into umpiring and umpire coaching roles through First Bounce and Umpire Your Way introductory programs. 

Evolve the Women & Girls Community Football Charter to be an all-in-one education offering, with 50 per cent of community football clubs, leagues and umpire groups to be signatories. 

AFL National Women and Girls Football Lead, Debbie Lee said: "The growth of women and girls is helping shape the future of Australian football so it's critical we continue to build a sport that reflects and belongs to everyone. 

"Phase 2 of the Women and Girls Action Plan builds on the strong foundations and the momentum of Phase 1, which delivered a 45 per cent increase in participation, ensuring women and girls can see themselves at every level of the game. 

"This is why we have committed to these actions in Phase 2, to turn our ambition into reality through a clear and accountable roadmap that keeps us progressing."

As the league sharpens its focus on women and girls’ participation and the continued growth of NAB AFLW, Phase 2 of the Action Plan builds on a recent leadership announcement, with Laura Kane’s role expanded to Executive General Manager AFLW, Health and Football Operations, supported by Emma Moore as General Manager AFLW Growth and Trish Squires Head of AFLW Operations. 

AFLW Executive General Manager AFLW, Health and Football Operations, Laura Kane said: 

"Growing the number of women and girls involved in our game starts at the community level and is driven by investing in quality experiences that help build a lifelong love of footy," Kane said.

"It is our responsibility to provide pathways and environments that support women and girls to get involved and stay involved, and to keep building a strong and aspirational NAB AFLW. 

"We're proud to have built the NAB AFLW into one of the leading women’s sports in Australia, now the largest employer of female athletes in the country with more than 540 players, but we know our work is far from done. 

"If we are to have footy in every home, women and girls must feel represented, valued and empowered throughout their entire journey in the game," she said. 

Built By Belonging, find your nearest club where you can play, coach or umpire where you belong: https://play.afl/belong.