Who is the AFL’s Most Valuable Player?


October 11, 2012 by dannybishopcreative

[This post originally appeared on www.imgstg.com as a news article I wrote]

The end of the AFL season marks a point where the media world reflects on the year, with team and player statistics analysed in news columns, around BBQ’s and on social media.  Experts and fans debate the “top player” lists, MVP awards, team of the year announcements and the official AFL medallists including the Brownlow and Norm Smith recipients. But it’s not just on-field where the competition heats up.

Australian Football is big business, and the top players command huge salaries due to their ability to help their team win when it counts.  They are also big brands, and as providers of e-commerce solutions to the AFL we thought it would be interesting to see which are the ‘Most Valuable’ players in Aussie Rules when it comes to online shopping.


Fans are showing their support for their favourite players by shopping online.

IMG Sports Technology Group power the online merchandise stores for 17 of the 18 AFL football clubs* providing integrated ecommerce solutions that enable these elite clubs to generate revenue from their supporter base.

We tallied every item that was sold through each of the AFL online shops in 2012, and collated player specific items such as numbered guernseys, player badges, caps and pins, t-shirts with a player’s image and more. Fans are passionate about their favourite players, and our list of the Most Valuable Players in the AFL reveal which players generate the most rings of the online cash register.

The Most Valuable Player for 2012 was Lance “Buddy” Franklin. And the margin was as big as the Hawthorn superstar’s reach, with almost twice as many Buddy items sold as the next most valuable player for the year.

Starting with Lance Franklin the top 10 Most Valuable Players were;

  1. Lance Franklin | Hawthorn
  2. Cyril Rioli | Hawthorn
  3. Chris Judd | Carlton
  4. Jobe Watson | Essendon
  5. Luke Hodge | Hawthorn
  6. Joel Selwood | Geelong
  7. Marc Murphy | Carlton
  8. Adam Goodes | Sydney
  9. Jimmy Bartel | Geelong
  10. Lenny Hayes | St Kilda

Monetising sport off the field through online merchandising and team apparel is one of the most powerful ways of endorsing your club and players, promoting your brand, and building a tribal fan following.

IMG STG has worked closely with the AFL and clubs to deliver a world-class ecommerce platform since forging a relationship in 2007. Clubs and fans alike are benefiting from IMG STG’s online shop solutions, with 100% of the profits from each transaction going directly to the club. I

With continued development to the online shopping experience clubs seeing increased revenue from their IMG STG online shops. While not every team considers their 2012 season as successful on-field as the Sydney Swans, when it comes to online shopping every team is a winner.

[edit: I’ve also talked previously about how important Player Profile pages are in driving this traffic, with tips on how you can improve the traction and revenue your players can drive]

*IMG STG provide online shop and auction facilities to the AFL as well as the Adelaide, Brisbane, Carlton, Essendon, Fremantle, Geelong, Gold Coast, Greater Western Sydney, Hawthorn, Melbourne, North Melbourne, Port Adelaide, Richmond, St. Kilda, Sydney, West Coast Eagles and Western Bulldogs Football Clubs.



2 thoughts on “Who is the AFL’s Most Valuable Player?

  1. Matt says:

    Find it hard to believe Nic Naitanui is not on this list…….

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