The 2025 Chemist Warehouse AFLW Community Ambassadors have been announced, celebrating seven community football representatives whose contribution have played a pivotal role in the development of women and girls’ footy in their communities.
The 2025 ambassadors are Samantha Apps (NSW/ACT), Celine Ankers (NT), Kylie Quenon (QLD), Caroline Cowen (SA), Ellen Thompson (TAS), Sarah Fulton (VIC) and Jenna Allomes (WA).
As the AFLW celebrates a milestone 10th season, it’s these recipients who represent the group of passionate community members who have been instrumental in nurturing and strengthening the base of participation at the grassroots level, progressing the development of women’s football.
Selected by the AFL, the 2025 Chemist Warehouse AFLW Community Ambassadors showcase the wide variety of roles needed to power community footy: from club presidents and coaches to all-girls coordinators across all levels of footy.
Now in its fifth consecutive year, each 2025 Chemist Warehouse AFLW Community Ambassador will receive a $1,000 grant from the Women’s Football Fund to donate to the club of their choice, a networking event with AFL National Women and Girls Football Lead, 2025 NAB AFLW Premiership Cup ambassador an AFL Hall of Famer, Debbie Lee as well as a money can’t buy 2025 NAB AFLW Grand Final experience.
Thirty-five ambassadors have been recognised over four years with seven winners announced each season, with one recipient each hailing from New South Wales/ACT, Northern Territory, Queensland, South Australia, Tasmania, Victoria, and Western Australia.
Since the inception of AFLW in 2017, women and girls’ participation has grown by nearly 200 per cent. As the AFL strives for equal participation and representation in grassroots football by 2030, more than 125,000 women and girls’ are pulling on their boots for community footy.
AFL National Women and Girls Football Lead, 2025 NAB AFLW Premiership Cup Tour ambassador and AFL Hall of Famer, Debbie Lee, said the announcement of this year’s Chemist Warehouse AFLW Community Ambassadors was a powerful reminder of the people driving change in the game.
“As we mark Season 10 of the AFLW competition, it’s incredible to recognise a new group of inspiring winners through the Chemist Warehouse AFLW Community Ambassador Program,” Lee said.
“Each recipient in 2025 has made an outstanding contribution to the growth of women and girls’ football in their respective communities. Their passion, commitment and leadership create opportunity and positive experiences at all levels of the community game, from NAB AFL Auskick through to senior footy.
“I can’t wait to meet the ambassadors ahead of the 2025 NAB AFLW Grand Final and hear more about their inspiring journey.
“Thank you to Chemist Warehouse for continuing the champion this important program and helping to spotlight the many amazing people in community football.”
Deputy Chief Executive Officer, Retail at Sigma Healthcare, Mario Tascone said it is particularly special to recognise the 2025 Chemist Warehouse AFLW Community Ambassadors as the league celebrates an important growth milestone.
“On behalf of Chemist Warehouse, I’d like to congratulate the cohort of deserving and accomplished community football representatives who have been recognised as part of the 2025 Chemist Warehouse AFLW Community Ambassador program,” said Tascone.
“As supporters of the AFLW since its inception and with Season 10 in full swing, it feels particularly special to acknowledge those who have made such a positive impact to foster women and girls’ participation as we celebrate the growth of the league.
“Chemist Warehouse looks forward to continuing to champion women and girls football from community football to the elite level.”
Samantha Apps (NSW/ACT)
Samantha has been involved in community football since 2013, initially as a junior football parent before joining AFL QuickKick to develop her skills as a player and coach. In 2023, she led the Forest Lions’ female football program and was appointed to the BHP AFL NSW/ACT Female Coaching Recruitment and Mentoring Program, supporting the growth of female participation through coaching development.
Currently playing with the Newtown Breakaways, Samantha made her AFL Sydney debut at 55 and her Division 1 debut at 56. As captain of the 2025 Women’s Division 3 team, she continues to mentor new players and promote inclusive, community-focused football.
Celine Ankers (NT)
Celine has played a vital role in the development of women’s football at Federals Football Club in Alice Springs. As an original member of the club’s Senior Women’s team, she has helped foster a positive team culture through her dedication and willingness to step into the game without prior playing experience.
Off the field, Celine serves as Club Secretary, supports the social committee, assists with game-day operations across all grades, and helps grow the club’s presence through social media. Her ongoing involvement continues to strengthen the visibility and growth of women’s football within the club.
Kylie Quenon (QLD)
Kylie has been instrumental in the growth of girls’ football at Southport Sharks JAFC, stepping into the newly created role of Girls Vice President after beginning as an Assistant Coach. She works tirelessly to increase girls’ participation across all age groups.
Kylie has established strong connections with the Gold Coast Suns AFLW and the club’s senior QAFLW team to inspire and support player development both on and off the field. She regularly brings in industry professionals to engage with players and leads recruitment efforts at all levels, including the formation of the club’s first Under 8 girls team. Her commitment to supporting female players and volunteers continues to strengthen the club’s pathways and community engagement.
Caroline Cowen (SA)
Caroline has played a pivotal role in growing girls’ football at Port District Football Club and within the wider community. As Junior Girls Football Coordinator, she has helped establish clear and inclusive pathways to support girls at every stage of their football journey.
In 2024, Caroline led the successful introduction of Under 8 and Under 10 girls’ teams, laying strong foundations from the outset. She also partnered with SANFL to deliver an all-girls NAB AFL Superkick program at Largs Bay School, directly supporting junior recruitment and engagement.
Caroline has been a key advocate for establishing the club’s first Senior Women’s team, ensuring continuity for players progressing through the junior ranks. Her leadership and hands-on approach continue to build a strong, sustainable future for girls and women in football at Port District.
Ellen Thompson (TAS)
Ellen has played a key role in increasing female participation at East Devonport Football Club through her leadership of the NAB AFL Auskick and NAB AFL Superkick programs since 2023. Her promotion of these programs in schools and across the wider Devonport community contributed to a 42% increase in female participation in 2024, followed by a further 34% growth in 2025.
Ellen partnered with Devonport Council to secure funding for inclusive ‘come and try’ events, providing participants with playing tops and access to the club’s Boot Bank, which holds over 80 pairs of boots for new players. She also supports the Under 14 girls team as a game-day runner and at training, helping players of all experience levels feel welcomed and supported.
Delivering programs both at the club and in schools, Ellen works closely with AFL Tasmania to run all-girls training sessions and game days. Her efforts have fostered a positive and inclusive environment for young girls to develop a love of football.
Sarah Fulton (VIC)
Sarah has been a driving force behind the growth of girls’ football at Blackburn Junior Football Club since the inception of the AFLW, supporting the program for over ten years. She began as a team manager and has progressed to Girls Program Coordinator and Junior Secretary.
Sarah plays an active role in welcoming new players, ensuring inclusive facilities, managing team logistics, and advocating for girls’ opportunities both on and off the field. She helped establish Blackburn’s official ‘girls round’ featuring female umpires and fosters strong relationships with other clubs to support the growth of girls’ football.
Her dedication to player development, community engagement, and leadership has helped the club’s girls program grow to over 200 play ers, with dedicated girls’ NAB AFL Auskick groups set to expand further in 2026.
Jenna Allomes (WA)
Jenna is a trailblazer for women’s football in Western Australia. The South Fremantle Football Club’s women’s best and fairest award honours her family name, reflecting her significant impact on the club and the sport. Jenna has coached across multiple programs, including State 16s, State 18s, WAFLW, and WAFLW State teams.
She is dedicated to supporting women in coaching through education sessions, mentoring, and leading the first all-female coaching team in the WAFLW.