Print is kicking goals with the revival of a familiar free-distribution format.

Ten editions of wX – a partnership between Australia’s AFLW women’s football league and News Corp – mirrors the commuter giveaway mX, variously referred to in industry publications as “iconic” and “once ubiquitous”.

This time, the occasion is a celebration of the AFLW’s tenth season, with 60,000-plus copies being distributed at games in each of the ten rounds, as well as at local cafes, newsagents and metro stations across Sydney, Melbourne, Brisbane, Adelaide and Perth.

wX will deliver “the perfect mix of sport, community and culture”, according to AFL general manager customer and marketing Amanda Romeo. Content will go “beyond the scoreboard”, with behind-the-scenes stories of big names and rising stars, as well as grassroots community champions. Game day activations including kick-to-kick sessions, live music and player meet-and-greets will also feature. The campaign is a collaboration between News Corp Australia, the AFLW and agency Drum, PHD.

A first edition coincided with the season opener between Carlton and Collingwood, followed by the West Coast Eagles hosting Gold Coast Suns in Perth.

While mX was a commuter publication – the victor of yet another battle with then rival Fairfax Media – News has used the print format for sports promotion before, including a 32-page wrapper to its metro tabloids in 2018 to launch its Fox Cricket pay-TV channel.