AFLW Assister Project

The blind spot in women’s sport.
Girls and women drop out of sport at far higher rates than boys and men. The reasons are systemic: fewer role models, less community support, financial hardship, and minimal investment. The structures designed to support male athletes often don’t exist for their female counterparts—and it shows.

To help close that gap, TAL launched the Assister Program as part of their AFLW sponsorship—supporting female athletes on and off the field. Through flexible employment, leadership pathways, and the celebration of personal support networks (the “assisters” behind the athletes), the program shines a light on what it really takes to keep women in the game.

The outcome: Practical support with lasting impact.
The TAL Assister Program redefined what sponsorship can look like for women in sport—offering structural and emotional support to help AFLW players stay in the game.

• Work & mentorship: In partnership with Workplay, the program provided flexible jobs and career pathways tailored to athletes’ needs.

• Leadership scholarships: 12 AFLW players received training to build skills for life beyond the field.

• Support Tape initiative: Fans sent messages of encouragement that were printed directly onto players’ tape—a personal show of solidarity.

• Empowerment at the core: From community to career, the program tackled the blind spots that hold women back—empowering players on and off the field.