AFL chief executive Andrew Dillon insists the AFLW remains an investment "absolutely worth making" as the competition battles with stagnating crowds and ratings ahead of its milestone 10th season.
The competition kicks off with Carlton playing Collingwood at Ikon Park on August 14.
In recent years, the AFLW has expanded in size and season length while players are receiving far better salaries and conditions, but it has dropped off in attendances and TV ratings.
The AFL has reportedly told clubs the women's competition is losing $50 million a year, though Dillon says that's not a "line" that's ever been run by the league.
"We have a big investment in AFLW, but it's an investment absolutely worth making," he said.
"And you can talk about direct profit losses, but I think what's also important when you're looking at a competition like AFLW, are the indirect benefits that we have from having an elite women's competition.
"The increase in women and girls coming to our games, increasing women and girls playing our game, the opportunities that it opens up for our clubs in terms of infrastructure, the opportunities that it opens up for the clubs in the AFL in attracting and retaining broadcasters, commercial partners and just attracting fans.
"I think it's an investment well worth making."
Dillon was speaking at the AFL's industry summit involving staff from all clubs.
Tuesday's summit included a presentation making it clear the AFL considers the AFLW a key "lever" in achieving its overall attendance and membership targets.
Dillon was confident the AFLW was heading in the right direction.
"Coming into season 10, we've got a really solid base from which, I think we'll grow," Dillon said.
"We've got incredible athletes coming into the game, incredible athletes playing and now what we want to do is just continue to promote the game and get more people to come and see it in person and then watch it on TV.
"I think if you haven't watched it more recently, you'll be really pleasantly surprised. The style of play is really exciting, and I'm really looking forward to season 10 starting in a couple of weeks."
