For decades, Sydney’s brand has been akin to a manicured lined lawn with immaculately pruned shrubs. For those inclined towards the loose-unit vibes at GWS, the compulsion is to snip off a few branches.
You could practically hear the collective gasp emanate from Swans headquarters in August when John Longmire had a crack at Craig McRae.
He was referring to the famous – perhaps infamous – social media presence: a meme machine across X, Instagram and TikTok reflecting efforts by the AFL’s youngest club to generate more buzz in a tough geographical landscape. It conjures social media posts on the Giants’ official accounts that roast their own players for crooked parking and tribunal appearances.
According to Swans premiership player Luke Ablett, the key ingredient at a football club is “not just the statistical measurements, but the character traits that you aspire to”. “That might be training standards, recovery standards or what you go and do on a Saturday night,”But Ablett also acknowledged the power of on-field success in reinforcing those values. Which might mean that boring off the field does not matter one iota if you are exciting on it.
Regardless, Pridham insists the squeaky-clean persona is not a “deliberate strategy” but an organic culture. “We’re not trying to pick fights with anyone or score points,” he says. “We respect the game, we respect the other clubs and people involved in it, and we just want to be the best versions of us that we can be – as boring as it might sound. There’s a lot of the superstars who do their talking on the field rather than off.
Gaynor was employed by the Giants in 2021 to do just that, and his pithy one-liners and super-specific takedowns via the club’s official social media accounts are inspired by the American sporting clubs and designed to attract eyeballs and grow metrics. Between January and April this year, the Giants’ collective social media following grew by more than 10,000 followers and now sits a little north of 300,000.
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