Melbourne Vixens Set New Benchmark with Record 10,000 Members

This milestone firmly positions the Vixens as the competition’s membership leader, accounting for more than 25 per cent of the league’s total membership base and underlining the strength, loyalty and scale of our fan community.

The Vixens also continued to lead off the court in 2025, becoming the most followed female domestic team on social media in Australia and setting a new standard for digital growth, reach and authentic fan connection.

At the heart of this success is a deeply emotional bond with our supporters, built on trust, loyalty and a culture that places our community at the centre of everything we do.

A relentless fan‑first mindset, combined with a strong commitment to innovation, has driven sustained membership growth and long‑term sustainability. Over the past decade, strategic advancements, including the introduction of a new CRM system and the transition to a call centre engagement model have transformed how we connect with members, both personally and at scale.

This approach was especially evident during the COVID period, when we launched a membership pledge that prioritised connection over transactions. Throughout challenging on court periods, our fans have remained unwavering, reinforcing that Vixens loyalty extends far beyond wins and losses.

We continue to redefine what it means to belong by offering one of the most diverse and tailored membership programs in Australian women’s sport. Our priority has been delivering value and experience, including access to member lounges, on court clinics, player signing sessions and special access at Fan Day.

On game day, the Vixens deliver a world‑class experience, reflected in an industry‑leading promotional score of 83.3 and consistently sell out home crowds. This experience is shaped by new innovations each season, while continuing to build on the legacy and tradition of the Melbourne Vixens and Victorian netball. With demand continuing to grow, the Melbourne Vixens are working closely with Melbourne Park to maintain growth and plan for the future.

With deep community roots and growing regional influence. Extended preseasons and active regional engagement in Ballarat, Bendigo, Geelong and Gippsland have strengthened our presence well beyond metropolitan Melbourne and played a key role in the continued growth and loyalty of our fan base.

Widely recognised as one of Australia’s most successful women’s teams, the Melbourne Vixens continue to lead competitively, commercially and culturally. A financially sustainable model, backed by Netball Victoria, allows us to directly leverage one of the nation’s largest participation bases, representing one third of Australia’s netball community.

We are also proud to champion a strong home‑grown mandate, with at least 70 per cent of Vixens players proudly Victorian, helping elevate the club’s identity while showcasing the strength of the state’s elite pathway, further highlighted by six Vixens athletes currently competing at Diamonds level, cementing the club’s reputation as a leader in developing world‑class talent.

While leading the competition, we remain committed to advocating for women’s equality in sport, including the ongoing need for appropriate high-performance training environments.

Quotes

“During COVID, at a time when everything was uncertain, we hand-picked and created every Vixens membership pack ourselves, finding ways to reduce costs while keeping our pledging members genuinely engaged and valued,” said Jane Lee, Melbourne Vixens Consumer Product Manager.

“Reaching 10,000 members is not just a number, it’s a reflection of the trust our fans place in this club and the strength of the connection we’ve built together over many years.”

Melbourne Vixens Captain Kate Moloney said: “I’ve been part of the Melbourne Vixens from the very beginning of my SSN career, and to see the club reach this milestone is incredibly special. What’s always set this club apart is our people, our fans, our members and our community who have shown up for us through every high and low. This isn’t something that’s happened overnight, it’s been built over years of loyalty and belief.”

Andrea Pearman, Netball Victoria CEO said: “With record demand and sellout crowds, we’re working closely with our venue partner Melbourne Park to enable continued and sustainable growth, ensuring our members and fans continue to enjoy a world‑class game‑day experience.”

“The Vixens are committed to taking content and engagement into regional Victoria, not only to grow the profile of the sport and our fan base, but to ensure we are giving back to the communities where netball plays such a significant role. Nearly 50 per cent of our participation base comes regional areas, and that connection is vital to our future.”

“What sets the Vixens apart is not just our success, but the trust, scale and loyalty of our audience. We believe we are one of the best female sports teams to partner with in Australia, offering genuine reach, impact and long-term value and with continued support, we can accelerate growth for both our partners and women’s sport as a whole.”

“We’re incredibly proud of our strong home‑grown mandate, with at least 70 per cent of our Vixens players coming from Victoria,” said the Netball Victoria CEO. “Not only does this strengthen the club’s identity and connection with our community, it also elevates the profile of the Vixens as a destination for elite talent, something we see clearly with six of our athletes currently competing at Diamonds level and representing the very best of our pathway system.”