If the AFL had a research and development laboratory that was charged with creating the perfect prototype player for promoting its game in NSW, there would have been a collective cry of “Eureka!” if they had created Isaac Heeney.
The Sydney Swans have never been short of stars that can draw new fans to the SCG. The likes of Warwick Capper, Tony Lockett, Adam Goodes and Lance Franklin all made their mark long before Heeney. But Heeney’s key point of difference is significant: he was born and raised in a part of NSW where the AFL has barely scratched the surface.
As a young boy in Newcastle, Heeney idolised Roosters fullback Anthony Minichiello, but still somehow found his home in the Swans academy and ultimately became its most distinguished graduate. Ahead of Saturday’s grand final against Brisbane, his star is rising even higher.
Heeney enjoyed strong seasons before he was selected in the All-Australian team in 2022 as a forward – but this year helped push him into the stratosphere. At the start of the season, an injury to Swans captain Callum Mills ushered him into the midfield where he has expressed himself like never before.
When the Swans needed Heeney on the field, he was there to help keep their premiership hopes alive. After a disastrous 112-point defeat in round 21 by Port Adelaide, the Swans arrived back at the SCG for a crucial game against Collingwood.
The Swans managed to win the game by three points, largely thanks to a heroic fourth quarter performance by Heeney. Even after a tough defeat, Collingwood coach Craig McRae’s first words were reserved for Heeney. “He was amazing. I don’t think I’ve seen a player impact a game like that in a quarter. Unbelievable.”
Isaac Heeney training at the SCG on WednesdayCredit: Phil Hillyard
Three weeks later, Heeney again stepped up for the Swans in spectacular fashion in the qualifying final against fierce crosstown rivals the Giants. Heeney scored three goals in the game to help his side win by six points, but it was the spectacular mark in the third quarter that captured the headlines.
Heeney climbed on the shoulders of Giants defender Jack Buckley to pluck a ball from the Sydney sky that he had no business taking, risking serious injury. In a team of immense talent, including star midfielders like Chad Warner and Errol Gulden, Heeney was the inspirational heartbeat.
Swans chairman Andrew Pridham has seen superstars come and go at the SCG, but he has never met anyone quite like Heeney. He appreciates Heeney not only for his heroics on the field, but for how he conducts himself off the field.
“I always judge the popularity players have by the number of jumpers we sell with their number and clearly, [in the past] you saw a lot of 37s [Goodes] going around, you saw a lot of 14s [Paul Kelly] going around, you saw a lot of 23s [Franklin], in particular Plugger when he was playing, 4s, but now you see a lot of 5s [Heeney],” Pridham said.
“So I think things have changed, he is very approachable … particularly for kids, someone like Buddy or Plugger or Barry Hall … they’re just giants, so he’s not as intimidating in that sense – I think that has a little bit do it.
“Obviously, you know he could be on the front cover of GQ magazine, that doesn’t hurt, he’s very popular. My late mother adored him, she idolised him.”
Before and after Swans games and training at the SCG, there will generally be a large group of children that wait for Heeney. When he appears, there is a collective scream. He fields requests for selfies, autographs and, more often than not, his boots. Parents also want to speak to him, and he takes time to engage with everyone before he is gently moved away by Swans staff.
Nick Verhelst is senior partnerships lead at M&C Saatchi Sport & Entertainment and has known Heeney since he was 16 from a previous life working with the Swans.
Verhelst has seen a talented player grow every year in terms of his marketability, but his personality has largely stayed the same. A supportive network of family and friends back home in Newcastle has also kept Heeney anchored.
“Coming into the club as quite a young player through the academy, being nurtured and with a lot of young talent, you could build quite an ego from that,” Verhelst said.
“What’s amazing is that he’s so level-headed and grounded, he had extremely good talent, and everyone saw that, but the environment around him and the people around him had such solid influence in his development to keep him really grounded and authentic and genuine, and I think the Swans have a lot to play with that.
“There is something unique about him, this surfie-looking kid from the Newcastle area, with a rugby league background, and the fact that he is dominating AFL is just such an amazing story for NSW and for the AFL and the growth of it in Sydney.”
Heeney’s story is perfectly written to sell the AFL to drive participation across NSW, while marketing departments across Australia are also understanding the value of using the midfielder to sell their products.
Heeney is likely to benefit from a $35 million “marketing fund” that allows high-profile AFL stars to earn extra money with the competition’s commercial partners such as Toyota and McDonald’s, separate from their playing salaries. Heeney’s playing salary is estimated to be between $850,000 and $950,000.
Beyond the AFL, Heeney’s ability to chart a path in business is significant. He has helped to set up 5th Quarter Camps, running football camps for kids with Giants captain Toby Greene, and is also involved with alcohol company Doozy, co-founded by Swans teammates Ollie Florent and Will Hayward.
Heeney’s bright smile is seen on Colgate ads with Melbourne superstar Christian Petracca, giving an idea of his brand appeal beyond NSW. Professor Adam Karg from Deakin University, an expert in sports marketing believes Heeney’s performances on and off the field this season make him even more attractive to marketeers.
“The couple of things that he’s done this year, particularly the mark [against the Giants in qualifying final], particularly picking up his team in the last quarter, they’re the sorts of things that really elevate that star,” Karg said.
Heeney’s popularity has reached new levels this seasonCredit: Getty Images
“And then you’ve got all those traits that brands are going to love to work with, the authenticity and his nature that appeals to so many people.
“So yes, certainly from a marketability point of view, [and] he has largely kept out of trouble is the other piece … I think he’s already a star, but there’s huge potential.”
Ahead of the grand final, Heeney has the potential to not only help win the club’s first premiership since 2012, but also write a future for himself as the code’s most marketable player. Another spectacular performance and a Norm Smith medal will shine the spotlight even brighter on the player who once dreamt of playing NRL. Verhelst understands that the focus will be on Heeney this Saturday at the MCG, and it will drive him to even greater heights in terms of what he can earn.
“Isaac will probably be in a position that he can pick and choose [marketing opportunities], which is amazing, and good on him,” Verhelst said. “He’ll have a price tag with that too. You don’t just put merit on a player by their performance, but it’s also how they built trust with their audience and their fans, and that comes through everything on and off the field.
“It’s just how he conducts himself, he’s a genuine superstar, but he’s got a long future ahead of him, and I hope he capitalises on that in so many ways.”
Sports news, results and expert commentary. Sign up for our Sport newsletter.
