As the AFL finals intensify, a recent survey by the AFL Fans’ Association has shed light on the elements beyond on-field performance that shape supporter satisfaction across clubs. Drawing on input from over 1,000 dedicated fans nationwide collected over several years, the study explored factors such as recruitment strategies, governance, ticket pricing, seating arrangements, diversity initiatives, and communication efforts.
The findings reveal significant variation in fan contentment among clubs. Supporters of Geelong, Brisbane, Hawthorn, and Collingwood reported the highest levels of satisfaction. Notably, Hawthorn ranked third overall in fan satisfaction despite finishing eighth last season, underscoring that team success is not the sole driver of supporter approval. Conversely, Richmond, which ended the season in 17th place, placed 11th in satisfaction ratings, while Carlton finished 11th in standings but ranked near the bottom at 18th in fan satisfaction. However, this ranking for Carlton is anticipated to improve markedly as the club gains momentum in this year’s premiership race under new coach Josh Fraser.
Ahead of the upcoming finals, the AFL Fans’ Association launched its annual survey on Monday, inviting supporters to share their opinions on a range of topics. These include umpiring quality, preferred match start times, ticket affordability, the potential for shorter match durations, player conduct both on and off the field, and structural changes such as the recently introduced wildcard finals round.
Sheridan Verwey, a committee member of the AFL Fans’ Association, noted that support for the wildcard round was limited in last year’s poll, with only 23 percent of fans across the league expressing approval. Western Bulldogs supporters showed the least enthusiasm, with just 13 percent backing the concept, while Carlton fans were comparatively more receptive, though only 26 percent favored the new format. Verwey pointed out that as the wildcard round takes effect in 2026, fans will experience the changes firsthand during critical matches that could determine their club's fate.
In line with the finals schedule, ticket sales for the elimination finals are underway. Geelong and Carlton members have exclusive access from 10 a.m. to 2 p.m. today, followed by AFL members starting at noon, and the general public from 3 p.m. Tickets for the Western Bulldogs versus Adelaide clash in Adelaide will become available on Tuesday. Additionally, Hawthorn’s upcoming match against Fremantle in Perth has already sold out, reflecting strong demand as the finals approach.