Western Bulldogs pushing to reverse a massive drop in merchandise sales during the 2018 season

Their special jumper has been widely criticised, but there is a serious reason behind the Dogs’ decision to wear the Thor-inspired guernsey, with the club trying to make up for a massive drop in merchandise revenue.

The Western Bulldogs will wear this jumper in Round 1.

The Western Bulldogs’ controversial Thor jumper is a key plank in the club’s push to reverse a superhero-size drop in merchandise sales.

The Round 1 guernsey riffs on Marvel’s Norse god’s armour on the front and his crimson cape at the back.

Sydney will wear a strip with a white back to avoid a jumper clash at Marvel Stadium on March 23.

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God of Thunder to one side, the Bulldogs’ latest annual report reveals why the club needs the cash registers roaring early in the season.

The Bulldogs had a 53 per cent decrease in merchandise sales last year — about $1.3 million in lost revenue.

The Dogs reported an overall profit of $2.2 million (excluding redevelopment grants), its fourth consecutive seven-figure result despite a second consecutive year of no finals.

The 2018 financial report said the club would focus on “creating new and exciting merchandise offers”.

Easton Wood in his Thor jumper.

Easton Wood in the traditional jumper.

“With some milestone games likely in 2019 and the first ever AFL game at Marvel Stadium on Round 1, there are strong opportunities to create some special merchandise offerings above the club’s match day apparel,” the report said

Chris Hemsworth — who plays Thor in the Marvel movies — is a Bulldogs fan and it’s hoped the jumper will give the club a platform to reach young fans.

The Bulldogs leadership group was consulted about the jumper.

“The club worked closely with the players to come up with the design of the guernsey, and it has been enthusiastically supported by the playing group,” captain Easton Wood said.

The club said a portion of the proceeds of jumper sales would go to the Make A Wish foundation.

The one-off jumper has polarised opinion among fans and Bulldogs legend Doug Hawkins said he wouldn’t wear the jumper

“Footy has changed and society has changed,” Hawkins told SEN. “I am living back in the ’80s when we were all playing footy and we probably wouldn’t do that. We wouldn’t wear a jumper like that.

“If it’s a one-off thing for a promotion to promote the club, the game or sponsors and stuff like that, you’d do it.

“But you wouldn’t wear it more than once, surely?”

Originally published as Western Bulldogs pushing to reverse a massive drop in merchandise sales during the 2018 season