Is Sydney Swans’ former $10m man Buddy Franklin strapped for cash?

In a deal rumoured to be worth up to $200,000, Lance ‘Buddy’ Franklin as the face of Hahn’s newest campaign. Some wonder if the drinks deal’s a sign his finances are running dry.

Off-brand? Buddy Franklin sips on a Hahn. Picture: Supplied

Desperate times call for desperate measures.

In a deal rumoured to be worth between $150 and $200,000, Lance ‘Buddy’ Franklin has signed on as the face of Hahn’s newest campaign.

But the timing of the campaign, and the fact Franklin — an advocate for mental health awareness — has signed on to work with an alcohol brand has raised eyebrows among many in the sport and media industries as he does the publicity rounds for the drinks giant.

“For starters, it is Dry July, so the timing is bad,” one insider said.

“Secondly, it is not “on brand” for him.

“So many people were surprised to see him appear on Sunrise. Kids and adolescent boys who look up to Buddy would have sat there watching their idol sitting with a beer in front of him on breakfast television.”

Mark Beretta’s Instagram post after the Sunrise appearance with Buddy Franklin. Picture: Instagram

The usually media-show former AFL star has been spruiking Hahn on breakfast TV.

Many insiders claim the endorsement deal may suggest Franklin — who was on a $10 million contract with the Sydney Swans prior to retiring in 2023 — may need the cash.

Franklin and his wife Jesinta sold their Rose Bay property at a loss last year, and have recently listed their glamorous Mediterranean-style $8.75m property on the Gold Coast — 18 months after buying it.

Saturday Confidential can also reveal Franklin and his wife Jesinta have not been re-signed with former mega client, Swisse.

Jesinta and Buddy Franklin

“Buddy doesn’t usually ever do media, so this is out of character,” another insider said.

“This would have to be one of the first times he has done an above the line campaign. He is media shy.

“He has worked with Penfolds before, but that entailed a social media post, not doing the media rounds.

As the face of the new campaign, Franklin said: “It’s been epic to lace up the boots again for this partnership with Hahn, not to kick footies, but to give carbs the boot.

“While kicking footies has always come naturally to me, kicking carbs can be a little trickier which is why it’s so good that the experts at Hahn have managed to create a delicious beer that not only tastes great but has zero carbs – how good?”