Super Netball could grow its status by investing in player merchandise

After a brilliant 2024, where 366,222 fans helped Super Netball break the record for the most attended season of Australian women's sport, you might be wondering how it goes one better.

Several clubs are already consistently hosting crowds at maximum capacity throughout the regular season. Meanwhile, the West Coast Fever continue to set the benchmark — attracting more than 11,000 people four times last year at seven home games.

The 2025 grand final has already been upgraded to a bigger venue, shifting from netball's typical Melbourne residence at John Cain Arena to Rod Laver Arena in order to accommodate an extra 5,000 fans.

The Fever has the biggest stadium in Super Netball and regularly breaks records with their crowd numbers in Perth. In 2024, Fever increased their overall season attendance by 19 per cent. (AAP: Dave Hunt)

There are some limitations on growth for crowd numbers in the sport, considering a team like the Sunshine Coast Lightning cannot fit any more people into its 3,000-seat UniSC Arena.

Other clubs, like the Giants and Mavericks, are not selling out their venues yet. If they were to lift their season averages, that would certainly offer the league a boost.

Then there's television ratings, where the sky really is the limit, as Super Netball launches on Binge for the first time to accompany existing Australian broadcasts on Foxtel and Kayo. There are also international broadcasts available on Netball Pass and Pacific Aus TV.

Rod Laver Arena typically hosts tennis but it will host the Super Netball grand final in August. (Getty: Chris Putnam)

It feels obvious that the best way the sport can attract more eyeballs moving forward is to amplify the personalities of its game. Netball Australia chair Liz Ellis recognises this too.

"It's only the beginning, our sport is in a phase of growth, and we do expect bigger crowds and more people watching this year across all the channels that we've got," Ellis told ABC Sport.

"We've got new players from overseas — both of the big names play goal shooter — I'm excited to see Ugandan Mary Cholhok for the Firebirds and New Zealand's Grace Nweke for the Swifts.

"We want to continue to be considered the best netball league in the world and attracting those imports puts us in that category. I think they'll bring another level to our league.

"Plus, I'm really looking forward to seeing the young local talent come through because we've got a packed two years next with the Commonwealth Games and a home World Cup, so we're going to need that talent and it's already beginning to shine."

Liz Ellis says the unlimited import system in Super Netball allows the best players to flock to the Australian league. (Getty: Graham Denholm)

On a recent trip to the United States, this writer had a bit of a light-bulb moment whilst attending various sports and noticing the merchandise offered on game day.

A stand-out was the jerseys with names on the back, encouraging diehards to get behind their favourite athlete. This is not a new concept in sport, of course, just a different approach than what you see in netball, where the clubs market their brand rather than the players.

It's just another example of netball's untapped commercial potential.

In ABC Sport's discussion with the league across the past week, it seems there are various reasons why this type of merchandise isn't already on offer.

Super Netball and Netball Australia say it is a project their commercial team is looking to explore beyond 2026, although some clubs are already dabbling in this area.

The Fever are ahead of their time. They are the one club that currently sells player T-shirts celebrating Jhaniele Fowler-Nembhard's status as the GOAT and Alice Teague-Neeld's win as the People's Choice at their end-of-season awards last year.

Fever midcourter Alice Teague-Neeld (right) wears a shirt dedicated to her People's Choice Award. (Supplied: West Coast Fever)

Others sell individual player pins for each member of their team.

There is an eagerness from most clubs to branch out and offer more clothing in this department, but in a sport like netball, with money constraints, there are risks and logistics to weigh up around production costs, minimum order quantities and how many athletes to feature.

Then there's player IP. Which feels like a real can of worms.

Right now, there's nothing in Super Netball's Collective Player Agreement that states the athletes must be compensated for the use of their name, image or likeness.

New Firebird Mary Cholhok is now the league's tallest player at 2.01m. (Supplied: Queensland Firebirds)

Overseas, several American sporting codes have had to tackle player intellectual property rights that are licensed and protected.

The NBA and NHL's salary cap and revenue share model reportedly incorporates a percentage of jersey sales. The marketability of a player may also inflate their salary.

In the NFL, a cut of jersey sales reportedly goes to the athlete as well as the union to put money into a pool for all players. In MLB, the players' association negotiates and manages royalties before distributing them to athletes.

England Roses star Helen Housby is one of the most famous names in netball, has a long list of brand deals, and has helped the NSW Swifts reach new heights in their membership and ticket sales.

LeBron James's Lakers jersey is one of the most popular sold by the NBA. (Getty Images: Carmen Mandato)

"We play in dresses and that's probably harder to sell … Warm-up tops with our names on them would be awesome," Housby told ABC Sport.

"I grew up wearing Wayne Rooney and David Beckham shirts, so I think that's definitely something we could do, then you look to LeBron James and Steph Curry in the NBA.

"Historically, our sport has shied away from that and because netball is such a team-focused sport, I think some people have been afraid to market themselves as an individual.

"We shouldn't be afraid to push that boundary, I'm all for it."

Her teammate, Swifts co-captain and Aussie Diamond Paige Hadley said she had only started to have similar thoughts about individual player merchandise this off-season.

"I actually brought this up with our team because we know a lot of fans fall in love with an athlete and then follow them throughout their career," Hadley told ABC Sport.

"If you look at other sports, it's common for everyone to have their own jersey with the names on the back and fans may even continue to follow that player if they change teams.

"I definitely think it's something we can do, at Swifts we've got someone like Helen Housby who made a name for herself after scoring the winning goal on the buzzer at the 2018 Commonwealth Games, so I definitely think it's untapped potential that we could explore.

"The player stories and personalities are really what draw people in."

English import Helen Housby is a key player for the Swifts. (AAP: Darren England)

Just imagine if Super Netball player merchandise was already a thing, how much the Swifts would have been able to capitalise on the signing of their new import, Nweke.

In the early stages of her career, the Silver Fern is already regarded to be one of the world's best shooters and is sure to increase fandom for their team.

Based on her performances throughout the pre-season, some pundits are already lauding her as the best signing of 2025 — one that could lead the Swifts to another premiership.

Nweke had to set aside her national aspirations to join the world's best league, so unless Netball New Zealand changes their eligibility rules, she's not expected to stick around for long. The 1.93m powerhouse wants to be back in the frame for selection for the next Commonwealth Games and world cup.

Fans are looking forward to watching international rivals GK Courtney Bruce and GS Grace Nweke compete in the Super Netball league. (Getty: Darrian Traynor)

"I have huge respect for someone so young, at 23 years of age, to forgo playing for her country in order to sign with us and want to challenge herself to be better," Hadley said.

"I couldn't even imagine being in her shoes, I have a lot of respect for her desire to learn and improve, and I'm very excited that she's playing on our team."

The upcoming season of Super Netball begins this weekend on April 5 with a grand final re-match between the Adelaide Thunderbirds and Melbourne Vixens.

The Swifts play their first match away in Perth against the Fever on Sunday afternoon.

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