Original article by Roy Morgan
Market Research Update – Page: Online : 24-Sep-25

The Sydney Swans have topped the annual Roy Morgan AFL supporter ladder for a 20th straight year, with 1,297,000 supporters. The Swans are more than 300,000 ahead of Grand Finalist the Brisbane Lions with 954,000 supporters, according to the 2025 annual Roy Morgan AFL club supporters survey. Beaten Preliminary Finalist Collingwood is the most widely supported Victorian club with 873,000 supporters, ahead of ‘Minor Premier’ the Adelaide Crows with 738,000 supporters. Two traditional Victorian powerhouses fill out the top six despite disappointing years, led by Essendon with 722,000 supporters (an increase of 59,000 on a year ago) and Carlton on 688,000 supporters (an increase of 107,000 – the largest annual increase of any club). Meanwhile, 9.72 million Australians now support an AFL club, up 860,000 (+9.7%) compared with four years ago. In addition, there are 8,589,000 Australians who watched at least one AFL match on TV, up more than 1 million (+13.3%) compared to 2021.

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ROY MORGAN LIMITED, AUSTRALIAN FOOTBALL LEAGUE, SYDNEY SWANS FOOTBALL CLUB, BRISBANE LIONS FOOTBALL CLUB, ADELAIDE CROWS FOOTBALL CLUB, ESSENDON FOOTBALL CLUB, CARLTON FOOTBALL CLUB