Driven by performance: how the rise of women’s sport is reshaping the mainstream
Professional sport is undergoing a revolution. Women have often been excluded from participating in sports dominated by their male counterparts. But across stadiums and on our screens, we’re witnessing a real-time shift. One where pioneers are forging their own path, diversity is championed, and performance isn’t bound by gender. Both Polestar and the Melbourne Football Club believe progress comes when you challenge boundaries and act with purpose. It was these shared values that led Polestar to join the Demons as a Major Partner ahead of the 2025 AFLW season.
Polestar has a strong focus on high performance and challenging what’s possible. We see this as a fitting partnership as we enter an exciting new chapter across the AFLW competition.
The momentum behind women’s sport is undeniable, but it hasn’t come without challenges and hard work. Progress in any field is driven by passionate people forcing their way through a system not designed with them in mind, facing plenty of roadblocks along the way. Their dedication to the sport they love has helped to create the opportunities that exist for AFLW players today.
Championing women and their participation in Australian Rules Football has been part of the Melbourne Football Club’s focus since before the idea of a professional women’s league was raised. Proudly part of the first professional women’s AFL match in 2013, the club was instrumental in the development of the AFLW league. Flash forward to today, and the Melbourne Demons AFLW team is in its 10th year, with no intention of slowing down.
Polestar has never been content to simply follow the status quo – especially when it sees opportunities to do better. Proudly the league’s only dedicated AFLW automotive partnership, Polestar stands for inclusion, innovation, and performance, mirroring the values that drive the game-changing Melbourne AFLW program.
Always choosing to push progress further, Polestar holds itself to high standards within the EV industry. From material innovation, responsible sourcing and transparent reporting, Polestar continues to question what ‘better’ looks like, holding itself accountable in the process.
Likewise, the Melbourne Football Club believes in true leadership and building a legacy that positively impacts society. Its community doesn’t just love the game, but values the skill, ambition and resilience of players, regardless of gender. Through its investment in the AFLW program, the club has helped pave the way for a more inclusive future for the game, working to create an even playing field for women in the sport, and showing young girls across Australia they’re always welcome on the field.
The partnership between Polestar and Melbourne Football Club comes down to a shared belief in a movement. As women’s sport and electric mobility both forge ahead down their respective roads, we can see what’s possible when progress is backed by investment. But there is still work to be done.
And if the rise of women’s sport has shown us anything, it’s that when given the opportunity, talent and determination will always rise to the top.
