Vixens' record-breaking year off the court

For the second consecutive year the Vixens have surpassed their previous record member tally; this year with an increase of 15 per cent on 2023, on top of a remarkable 88 per cent growth from 2022-2023.

This off-court success follows more record-breaking numbers achieved in 2024, including increases in ticketing and merchandise revenue, cementing the Vixens’ position as a powerhouse in the world’s best netball league, with signs of further growth to come for the Vixens and netball in Victoria beyond 2024.

The Melbourne Vixens’ seven home matches at John Cain Arena drew four sell-out crowds, attracting a combined total attendance of 60,011 (up 17 per cent from 2023), with the club investigating the potential for larger capacity home venues to enable further growth in future seasons.

The unprecedented demand for Vixens ticketing and membership has led to innovations such as a member buy-back scheme – offering reserved seat members the opportunity to return their seats for matches they cannot attend – to support the club’s endeavour to fill every seat in the arena for sold out matches.

New ticketing and event products like the successful ‘Night at the Netty’ game day offering and ‘Vixens in Conversation’ event have also been introduced this year to capitalise on demand for premium experiences, particularly in the young adult market.

Merchandise revenue is also tracking to break the club’s previous record by 15 per cent. First Nations merchandise in particular has seen unprecedented success, including items featuring artwork designed by proud Kamilaroi artist Teagan Malcolm and Wurundjeri/Dja Dja Wurrung artist Sam Richards. All proceeds from First Nations merchandise are invested back into Netball Victoria’s First Nations pathway programs.

It’s this off-court success that allows Netball Victoria and the Melbourne Vixens to continue their support and development of grassroots and pathway netball, with all profits re-invested into growing the sport at community level across the state.

The strength of the Netball Victoria pathway has been on display in Suncorp Super Netball this year, with 28 Victorian athletes signed with clubs – either fully contracted or as training partners. On the court, the Vixens have been a team to beat, maintaining a top four position all season and securing a place in the major semi final.

Further reflecting the dominance of Victorian netball, six Vixens have been selected in the extended 2024-25 Australian Diamonds squad, along with Victorian pathway athletes Liz Watson and Matilda Garrett.

At grassroots level, participation numbers are on track to reach pre-COVID levels in Victoria, with 108,190 Netball Victoria members registered so far for the year, tracking 6.4 per cent higher than the same time in 2023.

Melbourne Vixens captain Kate Moloney said the backing from members and fans is a driving force behind the team’s motivation as they strive for another championship – their second in five years.

“The support from Vixens fans is why we do what we do, and to smash the membership record again is really special – it’s inspiration we take into every game,” said Moloney.

“There’s no better feeling than running out on court knowing you have so many passionate fans behind you, and it’s certainly not something we take for granted.”

Netball Victoria CEO Andrea Pearman said the success of the Melbourne Vixens off the court has continued to enhance the sport across the board.

“As the Vixens begin their 2024 finals campaign, it’s important to reflect and build on the momentum of recent success off the court,” said Pearman.

“The Vixens are the pinnacle of netball in Victoria, and with the backing of a passionate supporter base and strong commercial partnerships, the team is able to maintain an enviable professional standard and elevate the standing of our sport throughout the community.”

The Melbourne Vixens’ 2024 finals campaign begins this weekend in the major semi final against the Adelaide Thunderbirds.