Multiple outlets report that the AFL is increasingly embracing the social media visibility of leading AFLW players, describing it as a shift in approach at AFL House. The articles say the league is leaning into the online marketability of three prominent AFLW stars who they describe as the most marketable players in the competition at present. The coverage contrasts this with an earlier tendency to mirror men’s AFL strategies, arguing that copying the men’s model was a mistake in the AFLW context. While the reports do not provide detailed policy changes, they consistently frame the move as an acknowledgement that AFLW growth can be supported by highlighting player personalities and fan engagement beyond the field. The outlets present the trend as a strategic decision by AFL administrators to use social media-driven attention to broaden the league’s reach and strengthen its public profile. Overall, the sources agree on the direction of travel: AFLW promotion is becoming more player-led and less reliant on importing the men’s game playbook.