Buddy, Jesinta Franklin’s multimillion-dollar empire

With Lance “Buddy” Franklin retiring from AFL, here’s a look at the empire he and his wife, model and entrepreneur Jesinta, have built.

AFL superstar Lance “Buddy” Franklin has today announced his retirement – effective immediately – from the game that made him a household name, following a devastating calf injury.

While it is a loss for the Sydney Swans and the AFL, the decision means Franklin will have more time to spend with his wife, model and entrepreneur Jesinta, and their two children, daughter Tullulah, 3, and son Rocky, 2.

Here’s everything you need to know about Buddy and Jesinta Franklin, and the empire they have built over the past decade.

Sydney's Lance Franklin celebrates kicking incredible goal from outside 50m during AFL match between the Sydney Swans and the Adelaide Crows at the SCG. Picture. Phil Hillyard

HOW DID BUDDY AND JESINTA MEET?

After being crowned Miss Universe Australia in 2010, Jesinta, then Campbell, shot to fame, becoming an in-demand model.

In 2012, Buddy asked a mutual friend for Jesinta’s number and messaged her out of the blue. Jesinta almost turned him down.

“I was like, ‘Um, I’m not dating at the moment. I’m dating my career.’ Cringe! Oh my God, I can’t believe I said that,” she told Beauticate in 2017.

Buddy and Jesinta Franklin at the 2018 Brownlow Medal count. Picture: Mark Stewart

However, she agreed to a date, and the pair met up at Sydney’s Crown Hotel bar. They ordered green tea - as you do.

Buddy told Marie Claire magazine in 2018 that he knew Jesinta was The One from the first day he met her.

“I knew as soon as I met her that I wanted to marry her. As clichéd as that sounds, it was love at first sight for me,” he said.

The wedding was attended by close family and friends only. Picture: Instagram.

The feeling was mutual because when Buddy proposed in December 2014 with a $100,000 custom-designed 4.5 carat diamond ring, Jesinta happily said yes.

The couple were married in a small, private affair in the Blue Mountains in NSW in November 2016. Only immediate family and close friends were in attendance.

Their first child, Tullulah, was born in 2020, with Rocky following in 2021.

Jesinta pregnant with her first child. Picture: Instagram.

WHAT IS THE FRANKLIN EMPIRE?

SPORT

Buddy’s contract with the Swans was $10 million over nine years, according to the Herald Sun.

He signed on with the Swans in 2013, after playing 182 games for Hawthorn between 2005-13. While it is not known how much he was paid by Hawthorn, it was reportedly less than $10million, given that Hawthorn could not match the Swans deal.

Buddy has retired from AFL today. Picture. Phil Hillyard

In a recent interview with Stellar magazine, Jesinta expanded more on her role as a “qualified AFL player agent”.

“Buddy has been really lucky to have spent the past 19 years playing football, I’ve been lucky to have been doing [modelling] for the past 12-13 years,” she said.

“The football schedule isn’t family-friendly at all. It’s been quite a challenge, finding and making time for each other.

“[We’re] looking forward to more time together [and] creating new opportunities, whether it’s in that player agent/management role, we haven’t really discussed it too in-depth yet. [We’re] trying to be in the moment.”

PROPERTY

Jesinta owned her first home at 21.

“It was a goal of mine when I was 15 so I ensured everything I did was towards that,” she told news.com.au in 2018.

“If you don’t own a home there’s nothing wrong with that, but that was my goal and what I worked towards and I made sure I educated myself about what costs would be involved. By the time I’m 40, I’m going to be having some pretty darn good holidays and have some good properties under my belt.”

She and Buddy purchased a $2.3million four-bedroom house in Sydney’s Rose Bay, which they sold earlier this year.

The couple’s Rose Bay home. Picture: realestate.com.au

They have recently purchased a seven-bedroom stunning mansion on the Gold Coast worth a reported $9 million. The 1102sqm property is known as “Villa Casa”.

Buddy and Jesinta’s new home in Queensland. Picture: Supplied.

That’s a lot of marble. Picture: Supplied.

BRAND AFFILATIONS

In addition to that, both Buddy and Jesinta are ambassadors for luxury brand Dior and vitamin brand Swisse. It is not known how much they would be paid for their ambassadorship, but it is thought to be in the hundreds of thousands of dollars.

Jesinta and Buddy lending their support to ALNF (Australian Literacy and Numeracy Foundation) Literacy is Freedom campaign. Picture: Supplied.

The former face of David Jones is also an ambassador for Coach, Tiffany & Co, Olay skincare, Moet & Chandon.

Jesinta was also paid $250,000 by Cadbury as part of a 12-week contract, reports news.com.au.

As for Buddy’s individual pursuits, he once owned a streetwear clothing line called Buddy Franklin Authentic, but it appears to have stopped operating around 2021, which is when the brand last posted to Instagram.

In 2009, Buddy joined forces with one of Australia’s leading menswear labels to create Nena and Pasadena.

Originally published as Buddy, Jesinta Franklin’s multimillion-dollar empire