It’s not that long ago that other clubs wanted to be like the Sydney Swans and supporters from other clubs looked on in admiration, wondering just what it was like to follow such a team.
They were universally admired in the footy world, not only for the substantial successes they achieved, but for the manner in which those successes were achieved.
The Swans of today though, appear to be quite different to the club that won the 2012 premiership. So, what’s changed? For one, there has been a dramatic shift in the approach to recruiting and trading.
The blue-collar Bloods are now home to the Bondi Billionaires and a club that willingly traded draft picks for experienced players now finds itself utilising its draft selections.
Unloved players from other clubs flocked to the Swans to fill specific needs. It’s easy to forget the remarkable success they achieved by bringing such players to the club and immersing them in the Bloods culture.
Want a couple of key defenders, try Ted Richards and Craig Bolton; need competitive ruckmen, Darren Jolly, Jason Ball and Shane Mumford are the men; attacking defenders, that’s Marty Mattner and Rhyce Shaw; a big bodied midfielder, there’s a handy player in the VFL by the name of Josh Kennedy; a speedy on-baller, we’ll give Paul Williams a go; a skilful forward, that’s Nick Davis; or a key forward, well, Barry Hall will do.
The Swans backed their ability to identify rough diamonds, willingly trading draft picks for that player. While giving up first round picks for experienced players – Hall, Jolly, Ball and Williams, for example – they also landed real gems – picks, 39, 46 and 70 for Kennedy; pick 61 for Shaw; pick 28 for Mumford; and Bolton cost nothing in the pre-season draft.
Sure, they had some misses, few remember Andrew Schauble, Luke Brennan and David Spriggs, but the phenomenal success of the ones they ‘got right’ far outweighs any misses.
Then, after winning the 2012 premiership in a performance that underwrote the Swans’ entire approach to recruiting and epitomised the Bloods culture, they did an about face. Kurt Tippett was signed, on one of the biggest deals the game had seen.
This was eclipsed just one year later, when the footy world was rocked by the Swans luring Lance Franklin with a nine-year deal for $10 million.
(Photo by Cameron Spencer/Getty Images)
Since 2012, the only players from other clubs acquired by the Swans have been Jeremy Laidler and Tom Derickx as delisted free agents, Callum Sinclair Michael Talia. Only Sinclair remains on the list.
Over the same period, the Swans have been more active at the draft table, having taken 12 selections inside the top 50, compared to only nine in the period 2006-09 (2010 and 2011 were disregarded due to the Gold Coast concessions).
Salary cap constraints caused by the recruitment of both Tippett and Franklin must have contributed to the increased emphasis on the draft and reduced focus on enticing players from other clubs.
No one outside the club knows what impact this change in recruiting / trading strategy has had on both the fabric of the club and on-field performance.
We can reasonably assume though that it almost certainly cost the Swans Shane Mumford (and couldn’t the Swans have done with big Mummy in the 2014 decider), much loved defender Nick Malceski whose post-goal celebration in the 2012 grand final is etched in Swans folklore and father-son prospect and now Hawthorn best and fairest winner, Tom Mitchell. And perhaps, most of all, they lost the cost of living allowance, which despite their claims otherwise, provided a major advantage in attracting and retaining players.
(AAP Image/Paul Miller)
In the five years since recruiting Tippet, four of which included Franklin as a Swan, they have made two grand finals, surrendering meekly to a Hawthorn assault in 2014 and failing to withstand the Bulldogs manic pressure of 2016. A preliminary final belting in 2013, a straight sets exit in 2015 when undermanned and this year’s semi-final thrashing at the hands of Geelong rounds out those years.
And, what of the Bloods culture? The Swans of today are still a respected team and club, but they no longer have that intangible quality that made them such a unique group. They were both revered and feared, not any more. It’s hard to imagine the Bloods ever putting up performances like the 2014 grand final.
Had the Swans produced a premiership in that time, perhaps that cost would be justifiable. There is still time for it to pay dividends, but the failure to do so to date, must bring into question the merits of the shift in approach to recruiting and trading.
Col in paradise
Guest
So true - look at the Pies and Blues none of that great 70s n early 80s culture - okay their fanatical fans culture hasn't changed much but the actual teams are faint shadows of their past....
Col in paradise
Guest
Agree totally - every year the anti swans brigade bring out this crap line about swans loosing the bloods culture from Plugged, Bazza to Franklin - still have the culture and still up there - just whinging jealousy - Christ want to talk about loosing their culture look at the Blues and Pies !!!! Tigers at least got theirs back !!!
Mattician6x6
Guest
Cola did definitely make sense in the past but yea I agree swans don't need it anymore, not because it created an unfair advantage like some claim but more that I'd say Sydney are a destination club nowadays , that is in part to the culture with cola was able to develop through the players who they attracted or kept long term.
Mattician6x6
Guest
Sorry I forgot about seabs.
republican
Guest
.........the Swankies are by no means an exception in terms of a devolving culture. There is not one AFL entity or for that matter elite sporting entity, that can boast a DNA of historic cultural affinity. In that respect all these entities you kid yourself are clubs, are plastic sadly. The culture you allude to here, is only is a commercial illusion and the thing of tall tales from the legendary past. It isn't real anymore, while money is the new culture that consumers perpetuate today...........
Mattician6x6
Guest
All went to freo , hamling had a great gf but was fringe, brad hill had won multiple premierships so hawks were understanding and not bitter, mccarthy truly was fringe at gws and mental health is medical not he is a sooky.
R&R
Guest
Dear Maggie, At the time the trade ban was seen as being a terrible punishment in that it stopped the Swans bringing in anyone new. However the Swans haven't brought in anyone new since the ban ended - which suggests that the trade ban may have had no actual whatsoever (other than to provide a pleasurable opportunity for some Swans fans to express outrage at AFL perfidy). It also suggests that Franklin and Tippetts arrival is the real reason the Swans have brought in no one new.
Maggie
Guest
The author of this article uses the five years from 2012 to assert the Swans have turned away from trading for players to the draft. (And that somehow that is symptomatic of a culture problem?) Yet he omits to mention that for two of those years the AFL placed an unjustified trade ban/restrictions on the Swans which meant they had no other option! The article has not only been built on myths, it is dishonest.
truetigerfan
Guest
Gotta agree on Buddy Franklin, Maggie. I've always loved watching the Swans play, a hard at it one in all in team. Buddy has given them that X factor no other side has. Brilliant to watch! Worth every cent!
Maggie
Guest
This article is built on myths. The Swans did not do an ‘about face’ in signing Tippett. They had gone through all 2012 without a KFF, filling the position using players out of position (LRT, a defender, for a lot of the time). Their previous KFFs (Plugger, Barry Hall, Daniel Bradshaw) were recruited from other clubs. Signing Tippett may have been a surprise (the Swans are good at keeping player negotiations out of the press) but he was a logical recruitment for their most obvious vacancy at the time. Nor was Tippett signed ‘on one of the biggest deals the game had seen’. KFFs earn big pay (look at the deal the Bulldogs used to attract Tom Boyd from GWS). Franklin though was a huge surprise - to the Swans themselves first of all, long before his move became public knowledge. As should now be well known to the author, the Swans did not seek out Franklin, he approached them. I have no doubt that had the timing of the availability of Franklin and Tippett been reversed, then Franklin would be playing for the Swans but Tippett would be elsewhere (probably Gold Coast). Franklin’s was a big deal (though now not looking extraordinary as pay growth expands rapidly - as the Swans expected would happen). However Franklin has been worth every dollar of his contract. He has also been a joy to watch for every Swans fan - and I would have hoped for every other footy fan (even if with envy or regret).
Maggie
Guest
This reference is so often misused. Franklin was answering a question in a press conference about why he chose the Swans over GWS (where it was expected he would go). His answer was that while he expected GWS would be ‘great’, he wanted ‘success pretty much straight away - that's why I chose Sydney.’ If your only definition of ‘success’ is ‘to win flags’ then he hasn’t achieved that. But then to date neither have GWS. http://www.abc.net.au/news/2013-10-09/franklin-makes-his-bow-as-a-swan/5011198
andyl12
Guest
Um, when did Brad Hill play for Sydney? And anyway, if the Swans can't use the natural lure of Bondi Beach to prevent the 'sook factor' then there is something seriously wrong with their club culture. Which is what this entire article is about.
R&R
Guest
As Bloody Franklins contract is back ended, you may not see a "cashed up" Swans until that contract has concluded.
andyl12
Guest
What's your point? That Buddy and Ablett were downright wrong to think what they thought?
Alchemist
Roar Rookie
Franklin's own words when answering the question on his move... "To win flags". So we're just disregarding that when it doesn't suit your argument?
Maggie
Guest
I don’t believe that the Swans need COLA any longer (precisely because, in contradiction to this article, they now nave a strong culture which makes the club attractive to most players despite higher living costs in Sydney). But the purpose of a COLA in any organisation is not to ensure an employee can afford to live - mandatory base pay rates are set for that purpose (in the AFL through the CBA). A COLA is used by an organisation which has employees in diverse geographic locations to maintain the same real pay levels for those working in high cost locations relative to a determined ‘home’ location. The organisation in which I worked, with employees spread around tne world, applied a COLA to tne salaries of all employees at locations with higher costs relative to Australia. This included senior executives earning base salaries of $300k plus who didn’t need the allowance to afford to live, but could otherwise justifiably have said they would have been financially better off working in Australia.
Maggie
Guest
Plus Mark Seaby
anon
Roar Pro
McCarthy, Brad Hill because he missed big brother, Hamling to be with BFF Kersten (who was traded 'home' at the same time). That's just last season! LOL
Olivia Watts
Roar Guru
I don't think the culture is gone but it has certainly been forced to undergo revision and I am certain the Club accepts the responsibility for some, in hindsight, questionable recruiting decisions. The important thing is the players there, with the few exceptions noted, still want to be there. The retirement, delisting or trade of players such as McVeigh, K Jack, Grundy, Tippett, and others at the end of next season will see a very cashed up Club used to success front and centre come Trade time. They have not lost my faith just yet.
Mattician6x6
Guest
What players have sooked to return to Perth from Sydney anon? Jetta was traded for Sinclair and as he had already played in two gf for 1 premiership and swans wanted sinclair because with reid and tippet injured they needed a marking fwd/ruck it was a win win, wce traded jason ball to sydney for a draft pick as he was out of favour and they wanted him(jason ball is a wa boy drafted from swan districts in 93 and was a wce premiership fwd in 94). Our only other trade with sydney ever was scott watters and tony begovich for pick one which we used to draft drew banfield in 1992.