The AFLW's growth depends on more than what happens on the field. The way the competition is discussed, analysed and challenged in the media will play an important role in shaping its future.
The debate has resurfaced following commentary around the difficulties current players face when speaking critically about their own competition and the need for more former players to provide independent analysis.
The issue extends beyond who is speaking about women's football; the competition needs more informed opinions, honest scrutiny and commentators willing to ask difficult questions without constantly measuring it against the men's game.
Current players are always going to be unable to tell the full story. Footballers who work in the media have a responsibility to balance their professional responsibilities with their relationships across the league. It is difficult to expect a current player to deliver the same level of unfiltered criticism as a retired footballer who no longer has to worry about facing those people on the field next week. What Morris pointed out is the difference between offering insight and providing independent criticism, in which he raises a valid argument.
This does not make current players poor commentators. Their firsthand knowledge of the game is invaluable. They understand the physical demands, tactical adjustments and the behind-the-scenes pressures that audiences may not see. Their insight provides a level of detail that someone not playing the game would not know.
The AFLW is only in its 11th season, meaning its history of retired players is considerably smaller than the men's competition. There simply is not the same depth of former AFLW talent available to transition into media roles, particularly when compared with the established network of former AFL players who have spent decades building careers in broadcasting.
There are already former players contributing to the conversation, with former AFLW players like Kate McCarthy and Abbey Holmes proving that their presence demonstrates that informed analysis of the women's competition exists. However, having more former players involved in commentating seems to be more difficult than imagined, many current AFLW players balance football with employment or study, making regular media commitments another demand on their time. Expecting former players to contribute more to public discussion without adequate compensation ignores barriers that prevent former players from participating.
The AFLW cannot be criticised for lacking experienced former player commentators without acknowledging why that exists. If the industry wants the same analysis it gets from the men's game, it must be willing to invest in building it. This means creating paid opportunities for former players, offering mentoring and media training while also providing regular platforms where they can develop their expertise.
