# Jenna Richardson Advocates for AFLW Expansion and Support Staff Investment Hawthorn defender pushes for longer seasons and better resources to sustain league growth. - **Source:** [ABC Australia – Science](https://www.abc.net.au/news/science) - **Published:** 2026-11-12 - **Topic:** [sports](https://brifing.si/c/sports) - **Original article:** - **On Brifing:** https://brifing.si/s/f564074b-6c98-419a-913b-15ca7b56a0e5 ## Visible Evolution of AFLW Jenna Richardson, an inaugural Hawthorn defender, observes significant growth in AFLW visibility through social media platforms like TikTok. Fans are increasingly engaging with tactical analysis of women's matches, mirroring the depth of coverage traditionally reserved for the men's game. This shift signals a maturing connection between the league and its growing audience. ## Record Attendance and Engagement The 2026 season achieved a milestone by breaking the overall home-and-away attendance record during round 10. Strategic scheduling, including double-headers, drew crowds of 20,455 and 14,573 at Docklands. While standalone games maintain a steady average of 2,500 attendees, the increased spotlight during the current finals series highlights the league's rising profile. ## Call for Season Expansion Richardson advocates for increasing the regular season beyond the current 12 rounds to ensure a more equitable ladder. She argues that playing every team once would provide a realistic competitive balance. Currently, fixture dependencies based on previous year rankings can unfairly disadvantage teams, potentially excluding deserving clubs from the finals contention. ## Competitive Benchmarking and Growth Hawthorn's recent performance, including being the only team to defeat North Melbourne in three years, underscores the value of playing top-tier opponents. Richardson believes that facing elite teams consistently is essential for player development. She suggests that a longer season would allow teams like Adelaide to demonstrate their true potential. ## Support Staff Financial Strain Beyond player conditions, Richardson highlights the precarious financial situation of support staff and assistant coaches. Many line coaches sacrifice income from primary jobs to dedicate time to the AFLW program. These professionals often work extensive hours reviewing game footage and conducting individual player sessions, effectively taking pay cuts to support the team. ## Structural Resource Requirements The current reliance on staff balancing external employment with club commitments creates significant pressure on team operations. Richardson emphasizes that professionalizing the league requires more than just player-focused investment. Improving salaries for assistant coaches and support personnel is a critical step toward stabilizing the high-performance environment required for sustained long-term success. ## Recognition for Defensive Players As the W awards approach, Richardson proposes the introduction of a dedicated defender award. Currently, accolades like the best and fairest medal are dominated by midfielders, while goalkickers have their own specific recognition. A defensive award would provide visibility for players who rarely appear in goal-celebration photos or high-profile media highlights. ## Future Outlook for AFLW While grateful for the progress made since joining as an expansion signing in 2022, Richardson remains focused on further improvement. Her perspective reflects a broader ambition within the league to move beyond early-stage development. By addressing structural gaps in scheduling and staff compensation, the AFLW aims to solidify its professional standing. ## Sources covering this story - https://www.abc.net.au/news/2026-11-13/hawthorn-aflw-player-jenna-richardson-on-growth/107370002 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._