Record crowd numbers show Sydney Swans’ growth in NSW
Sydney’s season has already been a success on the field after finishing top of the ladder and making their way to a home preliminary final — and they’re flying off the field as well.
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Swans coach John Longmire regularly labels Sydney “the most competitive sporting market in the world”.
And although the Swans’ season has already been a success after finishing top of the ladder and making their way to a home preliminary final, they have also conquered Sydney with a record-breaking year of crowds.
The Swans’ crowd average at the SCG will exceed 39,000 following Friday night’s match against Port Adelaide.
That game will also see them welcome their 500,000th fan for the season, the first time they have ever passed that figure in Sydney. That sees them stand-alone for any sporting team in Sydney, and by a considerable margin.
It’s a remarkable achievement for a club that toiled so hard to gain a foothold in a predominantly rugby league market. But it’s clear that getting to Moore Park for a Swans game is the hottest ticket in town.
“It’s a really significant year for the club,” Swans CEO Tom Harley said.
“There’s absolutely no doubt that fans of all sports teams gravitate to their team when they’re playing well. That was the key driver to some of the experiences we’ve had at the SCG. Then it’s a flywheel after that.
“The on-field product was exciting, and then what could we do to ensure our members have the greatest experience they possibly can have?
“We had four out of the first six games over 40,000: Opening Round, the Giants game, Carlton and Geelong. And it was like, ‘Wow, this feels a bit different.
“Assuming we surpass 37,000 it’ll be the first time we’ve served 500,000 people at the SCG in a season which is extraordinary. It’s something we’re very proud of but also grateful for the support that the city has provided us.”
The incredible crowd numbers for the Swans have combined with record membership numbers, creating an unprecedented affinity to the club in the Sydney market.
In 2024, 73,757 fans from across the country signed up to be Swans members but the connection stems beyond that.
Whether it’s merchandise or new game day initiatives, the Swans are quickly shaking the tag of the SCG being filled with ‘casual’ supporters and seeing fans flock back regularly in their droves.
“As a club ethos, we just want to be better today than we were yesterday,” Harley said. “And we have an environment where we encourage people to try different things.
“We’ve sold 17,000 scarfs this year. That doesn’t include all the ones purchased in years gone by. You only have to walk through the crowd to see the 20-year-old scarfs with pie and beer stains. But these are 17,000 brand-new ones. People want to connect to that and be a part of it.
“A good example (of matchday activations) is the Matchday Mingle at the North Melbourne in the game responding to social media sentiment around the type of people that make up the crowd. We also had the march from HQ to the SCG.
“At the core for all sports fans is a sense of connection and belonging to the team. And it makes for a home ground advantage. When you walk into the SCG, it’s unmistakably a Sydney Swans game.”
Importantly, the crowds are also have an inverse impact on performances. The Swans had their backs against the ropes during their qualifying final against the Giants. But many of the players credit their energy for getting them over the line.
“I think without that crowd, we probably don’t win, to be honest,” Tom Papley said of the qualifying final. “It was so loud, one of the loudest I’ve heard it. I think it’s happened a lot this year.
“When we get momentum, they build the momentum for us, and we keep going, keep rolling. So, they’ll be there again on Friday, and can’t wait for it.”
To truly gauge the Swans’ crowd success, it’s important to provide context around their time in Sydney.
In 1990, the Swans couldn’t even crack 10,000 for their average attendances, sitting at 9,275.
They first peaked in 1998 when they passed 400,000 fans across a season. The next high point was in 2006 when they finished just shy of 440,000 fans the year after their breakthrough premiership in Sydney, which included a final at Stadium Australia.
But in 2024 they will have amassed nearly 60,000 more fans than any other season.
When you throw in the AFLW figures, where they had the highest membership and attendance numbers across their first two seasons, it’s a club on the rise.
However, the Swans are only just getting started and hope this is the benchmark for years to come.
“The number one thing the fans want is a football team to support, so we won’t take our eye off putting the best product on the park with both the men’s and the women’s,” Harley said.
“The ticket sales for Friday were exhausted very, very quickly.”
“We’ve got aligned goals with the SCG for creating an atmosphere and experience where people want to come back.
“I look back at the Giants final, I don’t think anyone would have left that day thinking, ‘I don’t want to come back in two weeks’.”
SWANS HERO O’KEEFE: ‘IT’S AS GOOD A CHANCE AS EVER’
The Sydney Swans’ only Norm Smith Medallist, Ryan O’Keefe, believes his former side are still the team to beat as they prepare for this week’s preliminary final against Port Adelaide.
Speaking at the 2024 Toyota AFL Premiership Cup Tour’s stop in Sydney on Tuesday, O’Keefe was confident that the Bloods have the brand of footy that will put them in good stead for the final two matches of the year.
“I think they have been the best team all year,” O’Keefe said. “I think they’ve got the right mix and formula going in terms of players and the way they play.
“It’s as good a chance as ever. They’re super exciting to watch and they’ve got experience.
“Plus they had the heartbreak of a couple of years ago which they can draw upon and work to better. I’m definitely proud to be an ex-player watching them go out and battle each weekend.”
O’Keefe was adjudged best on ground the last time the Swans won the premiership in 2012. He finished with 28 disposals and an incredible 15 tackles to help guide John Longmire to his first, and to date, only flag.
While Isaac Heeney starred in their first finals match, O’Keefe is tipping one of his midfield teammates to be the key man this week against the Power.
“I think one of the most important players in the Swans’ team is Chad Warner,” he said. “When he gets going, he’s the difference.
“I’m tipping Chad to have a big game, and in the big game, a Swans win.”
The Premiership Cup Tour is going all around the country and stopped on Tuesday at Shire Christian School in Barden Ridge. The school was presented as the AFL school of the year at the recent volunteer awards.
More than 400 kids were in attendance to get a glimpse of the cup on their dedicated Aussie rules ground.
“About three or four years ago, they didn’t even have AFL and to see goalposts in the school, they know all about the Swans and Giants, it’s great,” O’Keefe said.
“They’re super excited to have the cup here. To just give it exposure to the community in Sydney, they’re super passionate about it.”
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