‘A couple of million dollars’: Swans fans on merch spending spree

Sydney Swans fans have been on a merchandise spending frenzy as excitement about a possible premiership peaks.

eBay Australia spokeswoman Sophie Onikul said sales of Swans jerseys were up 137 per cent and scarfs up 42 per cent in the past month ahead of the AFL grand final.

Swans fans decked out in team gear during the AFL second qualifying final between the Swans and the Demons at the MCG this month.Credit: Getty Images

Onikul said Swans fans had been searching for vintage merchandise, with a signed jersey from the 2005 grand final-winning team selling for more than $3000 – the most expensive sale in the past year. A left boot autographed by Lance “Buddy” Franklin sold for more than $500.

“Swans forward Isaac Heeney is the crowd favourite this season with a signed trading card the most expensive card sale of any current player at over $2000,” she said.

Sydney Swans merchandise had outsold Geelong Cats items by 30 per cent on the online auction platform in the past 30 days, but Cats merchandise sold for an average of $37 compared with $29 for Swans products.

The most popular Swans items purchased on eBay in the past 30 days were balloons ($1), trading cards ($2) and the 2022 Indigenous jersey ($78).

However, the most watched items for sale included Swans 2005 and 2012 premiership posters and a Swans premiers bobble head mascot.

Swans fans collect autographs after a training day. Credit: Janie Barrett

Jason Pretorius, general manager of sports for events merchandisers Playbill, said a Swans win could push merchandise sales 10 times higher, with fans’ spending worth a “couple of million dollars”.

Pretorius said demand for scarves, beanies and caps had been unprecedented following the COVID-disrupted 2020 and 2021 season: “The difference this year is premium products, which are selling in huge numbers – $70 wool scarves as an example.”

More than 8000 Swans scarves have been sold this year and the club’s different guernseys – home, Indigenous and heritage – were also popular items, he said.

“Home guernseys, scarves and caps are gold at this time of year,” he said. “For the grand final we bring in big logo hoodies and loud and proud Road to Grand Final tees that go part way to helping a fan show how excited they are.”

The Sydney Swans’ onfield success has also boosted merchandise sales from the club’s online Swanshop, a club spokeswoman said.

The shop sells typical footy merchandise such as beanies, scarves and player guernseys as well as products such as the Uncle Jack Watch ($120), men’s flannel pyjamas ($50), baby dummy ($10), picnic basket ($30) and face mask ($25).

“Road to the Grand Final T-shirts are our special item for the lead in,” the spokeswoman said. “Of course, if we’re lucky enough to win we’ll make sure every fan will be able to secure a keepsake to mark the occasion.”

Pretorius said merchandise sales used to spike at the start of the football season and “at the end of the year if your team makes the finals”.

“Sales do increase in the grand final week,” he said. “However, the spike is the same as it was in March when Buddy kicked his 1000th goal, is the same as in May when we launched the Indigenous Range, and is the same as in August, when the team were playing the best footy we’ve seen.”

Pretorius said the Sydney Swans sell more women’s gear than any other club “by a long shot” and more merchandise on game days than other AFL clubs.

“We’re getting better at catering to our Melbourne-based supporters – the rusted-on South Melbourne fans,” he said. “This will be a big focus of ours in 2023, with increased buys in SMFC Badge products and deeper Heritage Guernsey quantities.”

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