AFLW stars, small business entrepreneurs: The players pulling double duty on and off the pitch

The new AFLW season is just hours away from kick-off, turning national attention to the nation’s best footballers.

Yet for many of the league’s biggest stars, football is not the only game in town: entrepreneurs dot the league, as key players pursue business interests outside of the sport.

Maddi Newman, Seeing Double

When she isn’t representing the #17 guernsey for the Adelaide Crows, defender Madison Newman dons the hoodies, tees, and handmade garments offered by Seeing Double, the online boutique she operates with twin sister Hallie.

Formed in 2020, Seeing Double has morphed from a creative outlet for the twins to an enterprise offering limited-edition drops to a loyal and growing fanbase.