During their 10-day stay in Melbourne for Rounds 7 and 8, Fremantle’s AFLW side embraced the chance to tap into valuable AFL resources, by attending a Personal Brand and Social Media Workshop.
Held at AFL House, the workshop was designed to help players better understand how to build, express and protect their personal brand in the sporting industry.
The session was opened by AFL Career Development Lead Brit Wood and AFL Creative and Innovation Director Jonathon Bernard before the side heard from Managing Editor of AFLW Cushla Travers and AFLW Social Lead Meg De Jong.
The array of guest speakers covered everything from digital storytelling and media engagement to social strategy and online safety.
Players also heard from a range of voices across the AFL media landscape, including content creators, journalists and social media specialists, who shared insights on how to use their platforms with purpose, balancing authenticity, professionalism and personality.
The workshop explored how players can champion causes they care about, connect with fans through genuine storytelling, and use digital tools to manage their personal and professional presence across platforms like Instagram and TikTok.
A highlight was an engaging discussion panel hosted by Bernard, featuring Kate McCarthy, Nat Edwards and Sarah Olle, who shared first-hand experiences navigating media and their careers in journalism and broadcasting.
Fremantle Player Development Manager Liana Nici said the session was an invaluable opportunity for the players to continue their personal growth while on an extended trip away.
“It was such a great initiative from the AFL to make sure our players could access this kind of professional development during our time in Melbourne,” Nici said.
“The workshop gave the girls a chance to think about who they are beyond football, what they stand for, what they want to be known for, and how they can use their voice to make a positive impact.
“It also gave them practical tools and advice from people who understand the media and digital space, so they can feel confident sharing their stories in an authentic and safe way.”
