Sydney Swans Lead AFL Supporter Base for 20th Consecutive Year

According to Roy Morgan’s 2025 annual supporter survey, the Sydney Swans have retained their position at the top of the AFL supporter ladder for the 20th consecutive year.

The report found the Swans command 1.297 million supporters nationwide, placing them more than 300,000 ahead of the Brisbane Lions (954,000) and Collingwood (873,000). For context, the overall AFL supporter base now stands at 9.72 million Australians, meaning more than 40% of the population identifies with at least one AFL club.

The Swans’ sustained leadership in supporter numbers provides the club with enough leverage in sponsorship negotiations, membership sales, and broadcast value. 

Roy Morgan’s research further underlined broader growth in AFL consumption, with 8.5 million Australians watching at least one AFL game on television in 2025. This marks an increase of more than one million compared with 2021, underscoring the code’s resilience in attracting audiences amid an increasingly fragmented media landscape.

While the survey highlights loyalty at the top end, it also provides insights into the competitive dynamics of supporter engagement across clubs. Collingwood, often considered one of the AFL’s most commercially valuable teams due to its membership and sponsorship strength, remains a close contender, underscoring the importance of both scale and depth of engagement in shaping club revenues.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.