Melbourne AFLW captain Kate Hore is a beacon of optimism for the league’s future. Despite the reported $50 million annual losses, declining audiences, and other challenges faced by the AFL Women’s competition, Hore remains steadfast in her belief that with continued investment and support, the league will flourish.
Hore emphasizes the importance of nurturing young talent emerging from various pathways, foreseeing a significant improvement in the league’s standards. She points out that these new players bring a fresh wave of skills and dedication that will elevate the game to new heights. Reflecting on her own journey as an athlete, Hore acknowledges the evolution she has witnessed within herself and her peers over the years.
“I compare myself as a player in my first season in 2018, and if I was that same player now, I certainly wouldn’t be getting a game,”
says Hore.
“The standard and the investment from players are only growing, and the competition is only going to keep evolving as more resources come in.”
As a three-time All-Australian player and a premiership winner in 2022, Hore understands firsthand how crucial ongoing development is for sustaining success in such a competitive sporting environment. She highlights how young athletes who have been immersed in structured training programs since childhood bring unparalleled expertise to the field.
“The skill levels are going to continue to grow… They’ve been playing the game since they were five years old,”
explains Hore.
“It makes me really excited for the future of our sport.”
With women’s sports gaining more recognition and support globally, it comes as no surprise that brands are increasingly looking to align themselves with female athletic endeavors. Recently, Melbourne Football Club secured sponsorship from a Swedish automotive manufacturer for their women’s team—a move that signifies growing interest and investment opportunities within women’s sports leagues.
“This partnership just shows that there are many businesses and organizations eager to help expand our game and support us girls,”
expresses Hore enthusiastically. “It’s an investment… The competition is going to continue growing.”
While financial challenges persist within AFLW circles, including discussions around expanding seasons versus potential revenue losses cited at $200 million by league officials, players like Kate Hore remain undeterred in their commitment to advancing women’s sports.
Hore’s unwavering optimism serves not only as motivation for her fellow athletes but also as a testament to the resilience and determination present within women’s sports communities worldwide. As she champions progress both on and off the field, Kate Hore stands as a shining example of perseverance amidst adversity—a true embodiment of strength through sport.
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