Lance Franklin’s first four years at the Sydney Swans have been quite remarkable. On the surface, he has played 89 games, kicked 280 goals, played two grand finals, been selected three times as an All Australian and won two Coleman Medals.
However, the impact Franklin has had commercially on his second AFL club is arguably even more impressive than his on-field feats. Following Sydney’s 2012 premiership, membership for season 2013 reached a record high of around 36,000. Following Franklin’s recruitment at the end of season 2013, Sydney’s membership has grown exponentially to around 59,000 for season 2017.
That is 64 per cent growth in the four years since Franklin arrived in Sydney, and for a club over 100 years old (including their days in South Melbourne).
Without surveying the new members, it’s difficult to understand how much of the 64 per cent growth in membership is attributable to Franklin’s arrival. I’m tipping it’s significant, but I cannot prove it.
So what else has occurred during Franklin’s time in Sydney to drive such extraordinary growth? I can only see two major developments of note.
Firstly, the Swans’ unpopular contract with ANZ Stadium was terminated a year early, allowing the club to play all home games at the SCG from Round 1, 2016, no doubt providing a positive for club membership.
Secondly, the Giants were introduced officially to the AFL in 2012. Remember all those dire warnings about how the city of Sydney would be unable to support two AFL clubs? Well, since those warnings, total membership in city Sydney has grown from around about 27,000 in 2011 (Swans only) to 80,000 for season 2017 (Swans 59k and GWS 21k) – almost 200 per cent growth in six years!
(AAP Image/Dan Himbrechts)
GWS has arguably increased demand in Sydney for local AFL memberships via the growing cross-town rivalry and increased marketing overall. As previously stated, this growth is opposed to the many dire warnings to the contrary. Franklin’s simultaneous arrival in Sydney also appears a key factor in the membership resurgence in Australia’s toughest AFL market.
If there is a hint of truth to the original argument that GWS’s growth must come at the Swan’s expense, it only makes Franklin’s impact even more remarkable.
Finally, club membership is more valuable today than ever before. The income stream of membership revenue flows steadily through the year. Major sponsors are attracted to a club database boasting tens of thousands of growing, loyal and engaged members. Online advertising income is improved with greater member engagement. Merchandise sales have been proven to increase. And once captured, clubs can up-sell members into improved seating, interstate games, hospitality and more.
Members are the lifeblood of any club’s long-term sustainability. Lance Franklin’s legacy and impact on Sydney’s membership will be enjoyed by the Swans for many years to come. Not to mention sponsorship, match attendances, merchandise sales, and television ratings.
Some commentators have argued the success of Franklin’s nine-year contract with the Swans hinges on him becoming a premiership player at Sydney. Try selling that argument to senior management at the club as they study the financial impact of Franklin’s tenure. It’s a simplistic argument.
In so many ways, he’s a Buddy marvel.
Stephen
Guest
Thanks Big J. I tend to agree. The Swans have a unique ability to recruit players into their system/culture and develop those players well. And yes, no premierships from Lockett or Franklin as yet. But where do you draw the line? Barry Hall was a relatively big name recruit from St Kilda. And went on to captain the 2005 premiership team. I think your point is - the Swans are better off not targeting expensive big name recruits - instead focusing on the draft and discarded players like Josh Kennedy from Hawthorn. Again I would agree. However, if Franklins nine years at Sydney do not reap a premiership - its arguably unfair and a little simplistic to say it didn't work - particularly given his commercial contribution to the club.
BigJ
Roar Guru
Very true Stephen, the Storm are once again the most dominate team in the comp. Back on topic, the Swans have a history a luring player away from other clubs on big pay days with no results. As mentioned in my article. Warwick Capper was the first ever Million dollar man in the sport at the Swans did not get a title out of him. Again with Tony Lockett once they lured him away from the Saints, he got them to the dance in 1996, but again came up short and now two miss fires with Franklin. They are better off developing and keeping their own players as Barry Hall an Adam Goodes paid good dividends for there long term services
Macca
Guest
HTH - You do realise there are very few non aligned VFL clubs (from memory Frankston & Port Melbourne are it) which wold mean under your system more often than not an AFL team would effectively have it seniors and reserves playing in the AFL. It would also mean that the relegated team would lose almost their entire list as players request trades out as soon as they are relegated (assuming it is just not the reserves team being relegated each year)
Stephen
Guest
Right. Its also interesting to note both Carlton and Essendon only generate ~$165 per membership on average - compared with WCE and possibly Collingwood at $300+ for each member registered. That's the first question I would be asking if I had any input into the matter at CFC/EFC. I'm missing something obvious I suspect. Those numbers don't pass the 'sniff test'.
Harsh Truth Harry
Roar Rookie
There needs to be a relegation system for the Melbourne only clubs...VFL flag winner goes up, the lowest AFL performer in Melbourne goes down....it would make Carlton accountable for their disgraceful performances and keep other largely irrelevant clubs like Melbourne, North and ST Kilda honest. Imagine the boost to the VFL too....clearly the sides with an AFL side like Collingwood etc don't qualify but image say Port Melbourne under Gary Ayres entering the AFL ahead of Carlton's place! Would be brilliant.
Rob
Guest
Barry captained them to a flag... by your own conclusions that makes him a very successful recruit...
Stephen
Guest
Big J, It seems like the Storm have just become too professional now for the governing body (NRL) to dismiss them as a novelty act - designed to simply appease those directors committed to a national competition. From my perspective - the Melbourne Storm are arguably the best sporting club in Melbourne. And that is saying something.
Rob
Guest
Probably still distracted by that flag they won on the MCG in 2012...
Macca
Guest
No worries Stephen but it does highlight a couple of things - larger numbers doesn't result in higher membership revenue, depending on what type of membership it is. Also people are talking up the blues "crisis" when they are simply in the middle of the pack for memberships rather than in the top 4. Finally in 2016 the blues were 14th for distributions received from the AFL - if there was a crisis that wold not be the case. All that said obviously the blues are striving to increase their membership.
Rob
Guest
No GC hasnt taken many of Brissys supporters. People from GC dont go to Brisbane and vice versa. Brisbanes supporters are out enjoying the sun and awsome weather cause theres so much to do in and around Brisbane without giving up a chunk of your hard earned money and weekend to watch your team get smashed. I know - i live in Perth and barrack for Melbourne.
Stephen
Guest
Macca, I was called out by Cat yesterday. While I've been banging on about Carlton's $8.5m membership revenue as an issue. It was highlighted to me - the club in which I hold membership (EFC) is only 20% higher in 2017 at $11m. So I guess I should man-up and confess to my hypocrisy. And so I shall.
Stephen
Guest
Aligee/Cat, I think you're both correct - for what its worth. Cat, Franklin's nine year contract - like Alastair Lynch at Brisbane - has inherent risk in relation to his on-field longevity. Aligee, again I would agree - Franklin's remarkable commercial outcomes have made Sydney a fortune.
Paul D
Roar Guru
I don't recall saying Eade was a good choice at the time and I'm not sure anyone did. I seem to recall saying it was putting the club into neutral - evidently they had decided that rebuilding culture and attitude was more important than short-term success. Eade was a lousy tactical coach and every time he touched the whiteboard magnets he made things worse. Dew will have him comfortably shaded on that front. I remain convinced the Suns will be a demonstrably better team than they were last year - that disgraceful loss to Port Adelaide in the last round, 135-20 is surely the nadir for them now, much as the 179-38 loss to Adelaide finally pushed the AFL & Lions to admit defeat, punt Leppa and put in place some proper experienced heads. They have a great facility, a former AFL exec as their CEO, access to plenty of cash & behind the scenes assistance - none of which was touched on by you or mentioned in your moronic honking that the club should be wound up, and referencing comments made years ago by us - which is amusing, given you only showed up under this name in the last 6 months. You really do have a lot of spare time, don't you? That's ok, I don't mind teasing you. It's good value. But don't expect a serious debate from me from now on.
Macca
Guest
PaulD - The bombers lost the prelim in 1999 to the blues. HTH - so at under 17 suburban footy it is about educating but if you have a team in which more than half the starting 22 is under 21 at AFL level it should only be about winning not "about the young fellas getting the best out of their abilities"? Players don't go into AFL finished products.
Aligee
Guest
Yer but nah
Aligee
Guest
I vaguely remember reading about it when he signed and the then Swans president stating something along those lines, so you that may or may not be the case. At any rate his marketing alone is probsbly worth it, I have no doubt he is not as media shy as Lockett for example.
Cat
Roar Guru
Hypothetical: What if Buddy breaks down with say 4 years to go. What if that 9% of the salary cap being wasted causes the Swans to miss finals for those 4 years. How would that effect membership and the bottom line? There is no answer. Only time will tell. It's too soon to know whether the 'Franklin effect' will be long term or the long term contract will come back and bite them.
Harsh Truth Harry
Roar Rookie
I swear one of my young fellas could find those thoughts Paul D paraphrased online by one of you lot when Eade was appointed...it's always with the Suns...."this time they have got it right"....never happens....not going to happen now.....shut the club down as a failed experiment and move on....
Harsh Truth Harry
Roar Rookie
Macca...of course there are! My win at all costs methodology is in regard to the AFL not under 17 footy. Yes we play to win but we play to learn and play to prepare these young men for a brutal senior competition. It is not all about winning the flag each year in under 17's but it is about the young fellas getting the best out of their abilities...
Harsh Truth Harry
Roar Rookie
Go your hardest Birdman then...let's hear your top 4 , premier and reasons why?