News Corp Australia has joined forces with the NAB AFLW to launch wX, a print revival inspired by the once-ubiquitous mX newspaper, timed to coincide with the AFLW’s 10th season celebrations.
The initiative will see 10 editions of wX published throughout the 2025 season, featuring in-depth storytelling, player profiles and coverage of the AFLW’s broader cultural and community impact. More than 60,000 copies will be distributed each round at games, local cafes, newsagents and metro stations across Sydney, Melbourne, Brisbane, Adelaide and Perth.
Amanda Romeo, AFL General Manager Customer and Marketing, said the collaboration was a way to spotlight the unique blend of sport, community and culture that defines the competition. “We’re thrilled to celebrate the 10th season of the NAB AFLW Competition and bring wX to fans and new audiences across the season. With its perfect mix of sport, community and culture, wX has something for everyone.”
The content will go beyond the scoreboard, with behind-the-scenes stories of the league’s biggest names and rising stars, as well as grassroots community champions. Game day activations including kick-to-kick sessions, live music and player meet-and-greets will also feature.
Jess Montague, Head of Commercial Content, News Sport and Prestige Networks at News Australia, said the title aimed to capture the spirit of women’s footy and its audience. “These special editions reflect the unique spirit of AFLW, where sport meets lifestyle, culture and community. Through powerful storytelling and national distribution, we’re proud to elevate the players, the fans and the local heroes who make this game what it is.”
Jess Montague
The campaign is a collaboration between News Corp Australia, the AFLW and agency Drum, PHD. Kathryn Weatherlake, General Manager at PHD, said: “By connecting audiences through inspiring stories, exclusive player access, and nationwide distribution, we hope to capture the passion of the past 10 seasons and build excitement for the next chapter of women’s football.”
The first edition of wX hits stands today, coinciding with the season opener between Carlton and Collingwood at IKON Park, followed by the West Coast Eagles hosting Gold Coast SUNS in Perth.