Nicole Livingstone has announced she will step down as the AFL’s general manager of women’s football, leaving after six years in the role.
Livingstone, a former Olympic swimmer, has been integral to the progression and success of AFLW, a national competition now in its eighth season.
Livingstone has led a raft of measures throughout her time as general manager, leaving an enduring mark on women’s football in Australia. She has overseen the expansion of the AFLW from eight teams in its first season to all 18 clubs in 2022, as well as longer season length’s from 7 rounds and one final, to 10 round and a four-week finals series this year. Next season will include additional rounds.
Players have also seen their pay and potential for professionalism increase under Livingstone’s leadership. AFLW is the largest employer of female athletes in the country with 540 players earning an average of $60,000 in 2023. This figure will rise to $82,000 by 2027.
“After six years and on the eve of the completion of our best AFLW season to date, the time feels right for me to step away and support the AFLW competition from a different perspective,” Livingstone said in a statement announcing her departure.
“When I sat with Gill and Steve Hocking and Andrew Dillon in 2017 before taking on this role, we spoke about aspirations for AFLW. We wanted a league that was pride of place in the Australian sporting landscape and was respected for what was being created.
“We wanted to create an opportunity for every one of our 18 clubs to experience what having an AFLW program would bring to their club; athletically, culturally and commercially. Most importantly I wanted opportunities for girls and women to play, coach, umpire, administer and even broadcast our game.”
Livingstone noted how much AFL has changed for women over the years she’s spent as general manager.
“Australian Football looks different from when I started. Women involved in all areas of our game is now normal and no longer a pleasant surprise,” she said. “My support and advocacy for AFLW won’t change, and I’m looking forward to what the future of the competition brings. Thank you to Dills, Laura, everyone at the AFL for the opportunity to play a role in a sport that means so much to so many people.”
AFL CEO Andrew Dillion credited Livingstone with turning AFLW into a successsful national competition.
“Nicole has been not only an important person in our AFL team, but within the whole industry. She has been able to deliver and get expectational outcomes for our AFLW competition, our clubs, our players and our fans, which has AFLW and women’s football in the strongest position it has ever been,” Dillon said on Monday.
“When Nicole first joined the AFL, we had just completed one season with eight teams, a seven-game season and only one final, we had a groundswell of support and Nic turned that energy into a growing, sustainable and successful national women’s competition that we see today.
“Women and girls’ participation in Australian football has surged since the inception of AFLW. We now have more girls playing, coaching, umpiring and administrating our game and Nic has played a big part in that growth.
“On behalf of everyone at the AFL ,we thank Nic for her leadership and her passionate advocacy for our AFLW competition and more broadly women’s footy. Nic leaves our code having made a lasting impact, we wish her all the best and we look forward to seeing what she does next.”
Image: Nicole Livingstone, AFL Head of Women’s Football speaks with media during the AFLW 2022 Season 7 Captains Day at Marvel Stadium on August 17, 2022 in Melbourne, Australia. (Photo by Michael Willson/AFL Photos)