From the Matildas effect to a Paris Olympics gold rush, evidence is mounting that Australian women athletes can have considerable success – and attract significant interest – when backed by the necessary investment. But rather than double down in an attempt to hitch a ride on the momentum behind women’s sport, AFLW season nine will be one of experimentation under new leadership as much as reaching for lofty growth targets.

We all know the feeling of watching an athlete excelling at their craft, their finessed skills and the tangible joy when they clinch the win. But what about the ones who are bringing the star power to the game? The biggest-goal-celebrators, the Tik-Tokkers bringing in new fans to the game, the one that just can't seem to win the award, the teammate welcoming others into their house or the triumphant return from injury-ers?

Below is a list of 10 of the players you won't want to miss out on seeing in Season 9 of the AFLW -- and while many of them rack up some of the biggest stats on the scoreboard, they also have something that's not necessarily tangible... they've got the X-factor that brings us back year after year.

Marinoff's Leadership Extends Beyond the Field

Undisputedly one of the best players in the league, you don't want to miss seeing Marinoff in action. As co-captain this year alongside Sarah Allan, the 26-year-old has been with the Crows since their inaugural season, including all three of their premierships, and has been in the All-Australian team every year of the competition. Interestingly, two of the team's youngsters have moved in with her this year in Zoe Prowse and Lily Tarlington, seeing her leadership extend far beyond just the field, although she does say that Zoe has learnt how to make her bed now, so it seems to be going well! In the words of Marinoff herself in a phone interview with ESPN: "I just can't wait to play this weekend." And we sure can't wait to see her in action, either.

McKenzie's Explosive Return

A former number one draft pick, McKenzie had a stellar debut season in 2021, finishing runner-up in the rising star award and Richmond's best and fairest before falling into a tough run of injuries. The 21-year-old missed the opening four rounds in 2022 following calf surgery, had a successful following season but then lost momentum again when she spent season 2023 on the sidelines with an ankle injury she sustained in Round 1. Now, she will be desperate to prove herself. McKenzie is an explosive runner, a powerful midfielder, and can also be thrown forward with a strong left-foot kick. Richmond have signed her until 2026, proving just how much they believe in her ability.

Davidson's Theatrics On and Off the Field

While being one of the game's most prolific players, two-time premiership forward Dakota Davidson is also known for her theatrics on the footy field. Davidson's goal celebrations are not to be missed, and you'll be instantly drawn in by the humour and competitiveness she uses to celebrate the many scoring shots she successfully slots. Also known for her dance moves and faces pulled to distract the opposition, she has the X-factor that spectators want to see in an entertaining game of footy.

Garner's Quest for the Ultimate Reward

All eyes will be on Jasmine Garner who perpetually seems to miss out on an elusive league best and fairest award despite being one of the AFLW's strongest talents. The discourse across social media every year as the awards season begins is 'will it be Jas' year?' and there is a large cohort that will be hoping the six-time All-Australian, two-time AFLPA MVP, three-time AFLCA champion player of the year, and four-time club champion will finally complete her trophy cabinet with the ultimate reward. She's brilliant in the air, skilful at ground level, and absolutely someone you need to watch this season.

Conti's Continued Dominance

If you know anything about AFLW, you know this name and this season will likely be no exception. Last year's league best and fairest winner, Conti is a powerhouse athlete. The cross-coder also plays for the Melbourne Boomers in the WNBL, and is Richmond's five-time best and fairest winner (in five consecutive years, mind you). The 23-year-old is a five-time All Australian, was best on ground in the Western Bulldogs' 2018 AFLW Grand Final win and has multiple other accolades to go with that -- but you get the idea. She's got the star power to go with it and is as professional and articulate as they come.

The Next Generation of Talent

Hore's Rising Star Potential

The 18-year-old Port Adelaide recruit has been predicted to win the 2023 NAB AFLW Rising Star award by four AFLW captains. The midfielder signed with Port Adelaide as part of the Expansion U18 Talent Pathway Pre-Signing Period, after being invited to train with the AFLW side throughout last season.

Newton's Fresh Start

Departing the Western Bulldogs, who took her with the number one draft pick in 2019, Newton has made the high-profile switch to Fremantle. The move was a shock to the footy world, which came as part of a last-minute, 11-club trade in 2023. Newton can have a strong impact in both the forward line and midfield and didn't miss a game until having to sit out season six due to a dual shoulder reconstruction. Returning with a point to prove in season seven, the hard times returned in season eight, with the Dogs finishing as wooden spooners. She will join a host of former Bulldogs names with Fremantle coach Lisa Webb, formerly assistant coach at the Bulldogs, and star former player Bob Murphy who is the Dockers' head of leadership and may just be the fresh start she needs.

Jess' TikTok Fame

Jess' personality and online TikTok videos have made the internet fall in love with the everyday life of a part-time athlete. The Adelaide Crow's 99.5 thousand TikTok followers have been brought into their kitchen with cooking videos, behind the scenes training tips and tricks and relaxed chats about all different parts of their life. It's not uncommon to see comments from their loyal fans stating they will be tuning into this season's AFLW just to support Jess. A new age, positive ambassador for the game and living a balanced lifestyle is the role model we all need.

Newman's Social Media Influence

Another Crow and another TikTok sensation, there's something in the water at the Crows. Newman may not be a household name in footy circles but she sure is in the eyes of 'Gen Z'. Herself and twin sister Hallie have many strings to their bows; they own their own fashion label called Seeing Double, and make comedy skits which have garnered them 248,000 followers on TikTok. The importance of having AFLW players as part of the cultural zeitgeist cannot be understated and will likely bring fresh eyes to the league.

The Future is Bright

The AFLW is continually growing, with increased investment and a rising fan base. This season promises to be another exciting chapter in the league's history, with a new generation of stars emerging and seasoned veterans continuing to inspire. The future of the AFLW is bright, with more talent and entertainment on the horizon. So, get ready for the thrill of AFLW Season 9, and don't miss the chance to witness the brilliance of these ten standout players.