Former Swans co-captain Kieren Jack can feel the energy building in Sydney’s inner-eastern suburbs whenever it’s game day at the SCG. It’s like a silent, invisible tsunami.
“I live in Paddington, and you just get a sense when the Swans are playing that day because the streets are lined up, and people are about,” he said.
“There is something there. It’s definitely changed. I don’t know what it is, but it’s definitely changed. We have been adopted by a different demographic who now just love it.”
“Maybe we carved out a bunch of union supporters who are just sick of watching a losing team.”
Coach John Longmire recently spoke of how, when he first arrived in Sydney, school principals would treat Sherrins as illegal contraband, and confiscate them on sight should a student be seen with one. Those days are long gone.
It’s been 40 years since a struggling VFL club known as South Melbourne relocated to the Harbour City, and as the Swans mount their bid for a third AFL premiership since that seismic shift of operations, it’s safe to say they are now well and truly Sydney’s team. For some parts of it, much more than others.
Jack O’Donnell and Charlie, his dog, are in some ways representative of a new breed of Swans fans.Credit:Nick Moir
This week, tickets to Saturday’s preliminary final against Collingwood sold out within minutes of going on sale to the general public. SCG members, used to accessing every fixture at the storied ground, received only a small allocation and an additional $20 fee for their hefty subscription contributions, with several venting their fury on social media. By the end of the week, some tickets were selling on the secondary market for almost $500.
Every year, Roy Morgan puts out stats which say the Swans are the AFL’s most widely supported team – a mantle they’ve held every single season since winning their drought-breaking 2005 premiership – and are the only club in the competition with more than 1 million fans, and counting.
The definition of ‘fan’ within their survey is seemingly very loose; enough to count each Sydneysider who would, with a shrug, identify as a Swans fan if asked which AFL team they followed, but would pay very little attention to what’s happening in footy until silverware is within reach, which means it’s time to jump on the bandwagon.
But the Swans’ real power base, where the dyed-in-the-wool supporters live, seems to be within the general vicinity of their Moore Park base, on the north shore, where junior participation numbers are strong, and in the inner west – all reasonably well-heeled areas populated by young professionals, families, and plenty of people with high levels of disposable income.
The Swans smothered Collingwood at the SCG the last time they met.Credit:Getty Images
“There definitely is a buzz around the Harbour City … especially in the eastern suburbs and Paddington and these places, there’s definitely a buzz and a vibe,” forward Will Hayward told SEN Radio this week. “The pubs put out the colours. It makes it enjoyable, there’s a good atmosphere for sure.”
Watering holes like The Warren View Hotel in Enmore, which you’d think was hardcore rugby league territory, have slowly changed allegiances. Owner Theo Damianakis said it has been a “fanatical AFL pub” for nearly a decade.
“The AFL grand final is generally one of our biggest days of the year,” he said. “If the Swans get in, it’ll be even bigger.”
Damianakis said his pub, which boasts a large LED screen in the beer garden and six more screens indoors, had been fully booked for Saturday’s clash – and the grand final – since last week, but that if the weather was fine, more space would be available.
Collingwood fans prepare to board a bus bound for Sydney and Saturday’s grand final qualifier.Credit:Wayne Taylor
“We’re fully booked at the moment but we’ve left a lot of space in the beer gardens for walk-ins and for people to grab a seat,” he said.
One fan who won’t be there is Jack O’Donnell, who lives in nearby Tempe, and will be in the stands at the SCG on Saturday.
O’Donnell, a supply chain partner, is in some ways representative of a newer breed of Sydney fans, who might have grown up following another code but have been swept up amid the rising social popularity of the Swans in certain parts of the city.
He used to be a diehard NRL fan but abandoned it for AFL and the Sydney Swans three years ago.
O’Donnell – and Charlie – won’t be at the grand final should the Swans make it but will be at the SCG on Saturday.Credit:Nick Moir
“I’ve been with my fiancée now for four years, and she comes from a pretty AFL-mad family,” he said.
The duo watch go to every Swans game in Sydney and have regularly flown interstate to support their team.
“This year, we’ve been to Adelaide Oval to watch them play against Port [and] to Melbourne twice,” O’Donnell said.
And back at home, their dog, Charlie, is often kitted up with a Swans lead.
While they won’t be at the grand final in person, should the Swans prevail against the Magpies, O’Donnell said he would be glued to the screen.
“The reason why we’re not going is because there’s probably going to be 30 of us watching it and we knew we couldn’t all go,” he said. “We’ll definitely watch it. [But I’m] 100 per cent going to the prelim.
