Why Richmond Tigers champion Dustin Martin wouldn’t secure big Gold Coast Suns AFL payday as Lance Franklin considers return to footy

Gary Ablett Jr was paid stacks of AFL cash to head to the Gold Coast, but there’s a big reason Dusty wouldn’t should he decide to move, while Lance Franklin is considering a return to football.

MELBOURNE, AUSTRALIA - JUNE 30: Dustin Martin of the Tigers looks to pass the ball during the round 16 AFL match between Richmond Tigers and Carlton Blues at Melbourne Cricket Ground, on June 30, 2024, in Melbourne, Australia. (Photo by Daniel Pockett/Getty Images)

Dustin Martin would likely miss out on AFL ambassadorial money if he made the shock decision to leave Richmond for the Gold Coast Suns.

It comes as the game’s greatest modern goalkicker, Lance Franklin, is being courted to make a footy comeback in an ambassadorial mentoring role in the northern states.

Almost 12 months since his retirement, the AFL and several clubs have reached out to the retired Hawthorn and Sydney superstar. It is understood the 37-year-old, who last July brought an end to his career after 354 games and 1066 goals, is considering what to do next in his post-footy life.

Martin, 33, is yet to decide on where he will play in 2025 – if anywhere – but as he weighs up his future, it’s believed the AFL would be reluctant to pay him a Gary Ablett-type salary to promote the game in Queensland, if he did move north.

An ambassadorial package would require Martin to be available to all media to help promote the game and be open to various school and promotional visits.

His refusal to speak to the AFL media for the past decade, which has been painted as part of the mystery of the Tigers champion, would count against Martin if he was to pursue an ambassador’s role.

Dustin Martin was interviewed by former teammate Jack Riewoldt after this 300th match in June. Picture: Michael Willson/AFL Photos via Getty Images.

That he had to be strongly lent on to do an interview with former teammate Jack Riewoldt on his 300th game is the most recent example of his reluctance to engage with the media.

Martin, who is estimated to be earning $1.4 million this year, would have his salary slashed by more than half if he chose to continue playing at either the Tigers or the Suns.

That’s if the Suns even want to recruit the three-time Norm Smith medallist.

Martin’s management has maintained Martin, 33, would make a decision on his future at the end of the season.

Ablett, the Suns’ marquee signing in 2010, initially signed a five-year deal worth an estimated $9 million. It was reported he was also paid about $50,000 during his time at the club, in part, for being the Queensland Community Football Ambassador.

Franklin was another reluctant media performer – he knocked back taking part in a grand final day cavalcade of retired greats last year – but has reconnected with a lot of his closest footy confidants during this year.

The Herald Sun understands the AFL is “keen” for Franklin to help promote the game in the northern states. No decision has yet been made, but those discussions will likely ramp up in the coming months.

A handful of clubs, including the Suns, have also approached him to help mentor their young talent or play a role in the academies. However, he has no intention of taking on a coaching role in any capacity.

As part of this year’s Sir Doug Nicholls Round in May, Franklin flew to Darwin for the AFL to take part in an Auskick session.

Lance Franklin conducts a clinic with students from Anula Primary School and the Michael Long Learning and Leadership Centre in Darwin in May. Picture: Michael Willson/AFL Photos via Getty Images.

The AFL would like to explore a closer link to the goalkicking great next season – and potentially beyond that – especially given his popularity with Indigenous youngsters.

He was also spotted at the recent Brisbane Lions-Sydney clash at the Gabba.

The AFL’s inclusion and social policy manager Tanya Hosch said of Franklin’s Darwin trip: “It just encourages them (the kids). There are role models of an Aboriginal background who’ve had enormous success in the game. Even if they don’t make it to the highest level, the fact that someone like Buddy Franklin is taking an interest in them, it tells them they’re important.”

The Suns would seem like a natural fit if Franklin decided to link up with a club, given his close friendship with Gold Coast chief executive Mark Evans, who worked closely with him at Hawthorn.

The Swans considered making Franklin one of the faces of their academy when he retired from the game last year, but that seems unlikely now.

He has no ongoing link to his two former clubs, though he still has a good relationship with both, making a special MCG return for the Hawks-Swans game in round 7.

He even made a special trip out to Waverley to his former footy home that week, speaking at length with some of the younger Hawks who were starstruck by his presence.

Franklin also maintains a close relationship with North Melbourne coach Alastair Clarkson, and even had a tour through the club’s Arden St base along with his former coach when they had a catch-up earlier this season.