AFL broadcaster Kate McCarthy is advocating for the growth of the AFL Women’s League (AFLW) as it faces reported annual losses of $50 million. McCarthy, who joined the Seven Network commentary team in 2024 after her playing career with the Brisbane Lions, St Kilda, and Hawthorn, is the co-host of Talking W, a show dedicated to women’s football. In her view, the significance of the women’s game extends beyond financial metrics.
“When you invest in something, you invest in it for the long run,” she stated, emphasizing the broader impact of women’s football. “If you look at it holistically, it’s here to stay – and the AFL have been very strong in their discussions about that – it’s got huge momentum.” McCarthy’s comments reflect a growing recognition of the cultural and social importance of women in sports.
Addressing Coverage Gaps in Women’s Football
Launched to fill a gap in longer-form analysis of the women’s game, Talking W is now covering its 10th season of AFLW. The program features a new line-up this year, with former co-host Abbey Holmes taking a break following the birth of her child in June. In her absence, Riley Beveridge, a former Fox Footy reporter, has joined McCarthy.
McCarthy expressed her commitment to providing thorough analysis and appreciation of women’s football. “We wanted to have a show that was covering the women’s side of things and to be able to analyse and critique, or talk about the positives of women’s football,” she explained. The initiative comes amid an abundance of programming focused on men’s football, highlighting a significant shift towards inclusivity in sports media.
This year marks a notable evolution in the programming slate at Seven, moving away from the traditional male-dominated format of shows like Talking Footy. Instead, the network has introduced two new programs: The Agenda Setters, featuring Craig Hutchison, Kane Cornes, Caroline Wilson, and Nick Riewoldt, and Hamish McLaren’s Unfiltered. The latter continues the legacy of Front Bar, which has entertained audiences for over a decade.
Creating Respectful Environments in Sports Media
McCarthy asserted that her experiences in sports media have been largely positive, citing a respectful workplace culture. “I’ve only worked in really respectful environments,” she noted, adding that inappropriate locker room talk is no longer acceptable within the football community. This reflects a broader industry shift towards creating an inclusive and professional atmosphere.
Looking ahead, McCarthy anticipates that Beveridge will bring valuable insights to the show. “Riley is a fantastic analyst and very well versed across both men’s and women’s football,” she said, highlighting the importance of diverse perspectives in sports commentary. “It’s going to be great to be alongside him.”
As the AFLW continues to develop, McCarthy identifies players like Jasmine Garner from North Melbourne as key athletes to watch this season. With increasing visibility and recognition of women’s sports, initiatives like Talking W are crucial in fostering a broader understanding and appreciation of the women’s game.
In summary, as the AFLW navigates financial challenges, voices like Kate McCarthy’s underscore the importance of long-term investment in women’s sports, fostering both cultural significance and a sense of community.
