AFLW targeting growth under new boss Emma Moore

Marketing and strategy specialist Emma Moore has been appointed the AFLW's new general manager with a brief to grow the women's competition after a period of stagnation.

Moore has had an extensive senior-level career at National Australia Bank - a major AFL sponsor - and will start her AFLW role in July.

AFL football boss Laura Kane hopes Moore's appointment will lead to increased crowds, fan engagement and television audiences in coming years as AFLW prepares to enter its ninth season.

"We have built the base and are now in a phase where growth is required," Kane said in a statement.

"We wanted someone with the expertise, experience and a strategic approach to growing the game as strongly and as quickly as possible and Emma fits that role.

"Emma's strong skill set and experience are transferable into the role and, paired with her ability to work collaboratively but independently, means Emma is in a strong position to build on the solid foundations we already have with our internal and external stakeholders at all levels of the game."

Moore's connections to football are founded in her four daughters, who play or have played the game at junior level.

"It is humbling to have the opportunity to contribute to this great game of football and grow something that matters so much to millions of people, including me and my family," Moore said.

"(AFLW) has already made incredible progress in the short time it has been around but our goal is to drive further growth, open it up to new audiences, increase crowds and fan engagement, get bigger TV audiences, whilst also ensuring our current audience remain passionate and engaged.

"Key to this will be working across lots of different groups that are pivotal to the success of the competition."

Moore will report to Kane, who remains in charge of football and game-related issues for the men's and women's competitions.

License this article

What is AAPNews?

For the first time, Australian Associated Press is delivering news straight to the consumer.

No ads. No spin. News straight-up.

Not only do you get to enjoy high-quality news delivered straight to your desktop or device, you do so in the knowledge you are supporting media diversity in Australia.

AAP Is Australia’s only independent newswire service, free from political and commercial influence, producing fact-based public interest journalism across a range of topics including politics, courts, sport, finance and entertainment.

What is AAPNews?
The Morning Wire

Wake up to AAPNews’ morning news bulletin delivered straight to your inbox or mobile device, bringing you up to speed with all that has happened overnight at home and abroad, as well as setting you up what the day has in store.

AAPNews Morning Wire
AAPNews Breaking News
Breaking News

Be the first to know when major breaking news happens.


Notifications will be sent to your device whenever a big story breaks, ensuring you are never in the dark when the talking points happen.

Focused Content

Enjoy the best of AAP’s specialised Topics in Focus. AAP has reporters dedicated to bringing you hard news and feature content across a range of specialised topics including Environment, Agriculture, Future Economies, Arts and Refugee Issues.

AAPNews Focussed Content
Subscription Plans

Choose the plan that best fits your needs. AAPNews offers two basic subscriptions, all billed monthly.

Once you sign up, you will have seven days to test out the service before being billed.

AAPNews Full Access Plan
Full Access
AU$10
  • Enjoy all that AAPNews has to offer
  • Access to breaking news notifications and bulletins
  • Includes access to all AAPNews’ specialised topics
Join Now
AAPNews Student Access Plan
Student Access
AU$5
  • Gain access via a verified student email account
  • Enjoy all the benefits of the ‘Full Access’ plan at a reduced rate
  • Subscription renews each month
Join Now
AAPNews Annual Access Plan
Annual Access
AU$99
  • All the benefits of the 'Full Access' subscription at a discounted rate
  • Subscription automatically renews after 12 months
Join Now

AAPNews also offers enterprise deals for businesses so you can provide an AAPNews account for your team, organisation or customers. Click here to contact AAP to sign-up your business today.

SEVEN DAYS FREE
Download the app
Download AAPNews on the App StoreDownload AAPNews on the Google Play Store