It is hoped that 14,000 men and women will stand united on the MCG before the Western Bulldogs-Melbourne clash, to deliver a powerful message of support for those that have been diagnosed with breast cancer.
"This is the third Field of Women live event the AFL and clubs have supported," he said.
"Sadly, the incidence of breast cancer has increased and this year, we're calling on 14,000 people to register to represent the number of people expected to be diagnosed this year.
"It's not too late to register, help raise awareness and also watch a great game of football."
Victorian premier John Brumby has thrown his full support behind Friday night's event.
Brumby said the event is far more reaching and important than just the game.
"One in three Victorians is affected by cancer, and about 70 Victorians receive a cancer diagnosis every day, so this is a disease which touches us all," Brumby said.
"Breast cancer touches the lives of so many Victorian women and their families and that's why the Victorian Government is a strong supporter of the field of women.
"Thousands of people attended the event at the MCG in 2005 and created a memorable spectacle and I encourage everyone to head to the 'G to participate this Friday night."
Melbourne board director Karen Hayes is also on the board of the Breast Cancer Network Australia and says the initiative has strengthened since it was first initiated.
Hayes said the purpose of this event is to build awareness and to demonstrate the support for women and families affected by breast cancer. She said it was also imperative to raise funds towards the network's ongoing resources.
"When we did it in 2005, there were 11,500 [women], so clearly the number of women being diagnosed every year is increasing," Hayes said. "This is because there is a lot more visibility, so a lot more women are getting checked.
"Breast cancer touches so many areas of the community - families, women and children, so it's a fantastic way of spreading a message through football.
"While the number of women being diagnosed is increasing, those that are surviving are also increasing."
