ALL IN. ALL VIXEN. Melbourne Vixens launch 2025 brand campaign at Fan Day

After a membership record-breaking year in 2024, and an all-time attendance record seeing more than half the home games at John Cain Arena sold out, the Melbourne Vixens are again on track for success on and off the court.

Melbourne Vixens captain, Kate Moloney said:

“Fan Day is one of our favourite events of the year – thousands of supporters come down to Fed Square and we get to meet everyone all in on the Vixens for the year.

“The grand final loss feels like a long time ago, but that feeling is still there. We’re taking learnings from that game into season 2025 and feel like we’re in a really good position to get that trophy.”

At Fan Day, the Vixens unveiled their powerful new brand campaign, ALL IN, ALL VIXEN, a dynamic and inspiring celebration of everything that defines the club that has represented the state since 2008.

The campaign has been developed in collaboration with award-winning Melbourne-based creative agency, Motherbird.

With a fierce commitment to self-belief, empowerment, and unity, the campaign embodies the heart, skill, and power of one of the most successful national league teams.

The Melbourne Vixens have been a symbol of success in netball since the club’s formation in 2008, and this campaign amplifies their mission to inspire, empower, and lead with passion and pride.

ALL IN, ALL VIXEN highlights the unbreakable connection between the athletes, supporters, and the wider community. From the unwavering dedication when no one is watching, to the roar of the thousands-strong crowd on game day, this campaign celebrates the collective power that drives the Vixens to greatness.

In 2024, the Melbourne Vixens hit a record-breaking total of 9,044 members and broke their all-time home game attendance record, capping off a successful season that saw them finish second on the ladder and earn a place in the 2024 Suncorp Super Netball grand final.

As part of the campaign, each Melbourne Vixens athlete has chosen a word that resonates with their personal drive and commitment to the team:

• Kiera Austin – ALL PRECISION

• Maggie Caris – ALL BALANCE

• Kate Eddy – ALL SPIRIT

• Rudi Ellis – ALL EFFORT

• Sophie Garbin – ALL STRENGTH

• Lily Graham – ALL FOCUS

• Emily Mannix – ALL PASSION

• Kate Moloney – ALL HEART

• Hannah Mundy – ALL DRIVE

• Zara Walters – ALL HUSTLE

• Jo Weston – ALL POWER

The Melbourne Vixens invite their members, fans, and the broader Victorian community to join them on this journey – because it’s not just the players who are ALL IN.

ALL IN, ALL VIXEN will roll out across the Vixens’ digital channels and game day sports presentation.

The Melbourne Vixens’ 2025 Suncorp Super Netball season begins on Saturday 5 April against the Adelaide Thunderbirds in Adelaide for a grand final rematch. The Vixens’ first home match will be on Sunday 13 April at John Cain Arena.

FULL FIXTURE AVAILABLE HERE