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New rules promoting free-flowing football and high scoring are at the centre of the AFLW’s ambition to be “the best women’s sports competition in the country” ahead of the league’s milestone 10th season.

In a wide-ranging interview, operations boss Laura Kane and AFLW general manager Emma Moore reflected on a potential State of Origin match, grand final venues, the role of influencers and the recent restructure at AFL House.

The AFLW captains ahead of the league’s 10th season. Credit: AFL Photos via Getty Images

AFLW has been in the headlines for less than ideal reasons ahead of the first game of season 10 on August 14, prompted by news the women’s game was losing $50 million a year. The AFL’s review into W cited concerns around on-field performances, dwindling crowd numbers and diminishing broadcast audiences.

However, in an interview with this masthead on Friday, both Moore and Kane remained optimistic about the competition’s future.

“My biggest takeaway, actually, is just how well we’re going and that not withstanding the fact that we’re going so well, we want to be the best,” Kane said. “We want to be the best women’s sporting competition in this country on every metric.

“We’re there on some of them, but we want to be the best on every single one.”

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