In a cut-throat competition like the AFL, the narrative is around one winner and 17 losers.
But the reality is, that some clubs aren't ready to contend for a flag, while some are in their rebuilding phase.
And for that exact reason, each team's pass mark should vary based on a variety of factors.
So keeping all necessary context in mind, we have determined what each club should be striving for and what their fan base should be expecting in 2025...
Adelaide
Pass mark: Make finals
The Crows fell agonisingly short in 2023 but followed up with a disappointing season that couldn't get out of first gear.
But with an aggressive off-season that saw Adelaide land Alex Neal-Bullen, James Peatling and Isaac Cumming as well as Sid Draper, the West Lakes club is primed to take the next step.
And Matthew Nicks' coaching aspirations depend on it.
The Crows finished 15th but with a strong percentage (99.1) meaning they were in the majority of their games in 2024.
If they can turn those close losses into victories, there's every chance that Adelaide is in for a finals slot for the first time since the 2017 grand final.
Brisbane
Pass mark: Preliminary final
A premiership in 2024 has Brisbane fans satisfied, for the minute.
But all reports have indicated the Queensland club is keen to buck a bad trend of premiers failing to return to the finals the following year.
The Lions have the benefit of a huge influx of star players who missed out on premiership glory, not to mention draft pair Levi Ashcroft and Sam Marshall.
With the added benefit of turning the Gabba into a fortress under Chris Fagan, Brisbane has a minor leg up, although if they were to replicate what they did two decades ago, they would need to perform at the MCG.
We are tipping them to make the final four.
Carlton
Pass mark: Preliminary final
It feels like Carlton has been on the brink of something great for the past three years but has left empty-handed.
Michael Voss spent all but two weeks of 2024 inside the top eight, but a poor stretch following the bye blundered a top-two finish to sneak into finals.
The Blues' spine is arguably the best in the competition, and with talent to boot, are more than capable of making the final four.
And their off-season moves encapsulate that, given they were after Jagga Smith at Pick 3 in the hope he offers something different in the midfield.
Collingwood
Pass mark: Make grand final
It's now or never for the Pies.
Craig McRae put it on blast that Collingwood would be all chips in, and if the acquisitions of Dan Houston and Harry Perryman don't say that, nothing else will.
Club legend Scott Pendlebury leads the biggest cohort of over 30 players across the competition, and it wouldn't shock the masses if many decided to hang up the boots.
That's why all chips are in and as a result, the black and white army should expect to be there on the final Saturday of September two years after winning a record-equalling 16th premiership.
Essendon
Pass mark: Make finals
At one stage in 2024, it looked like the Bombers were set to bounce out of mediocrity and miraculously claim a top-four spot.
But one win in the final six weeks showed that the Essendon of old was still entrenched inside Tullamarine.
A club that has been widely documented for failing to show up when it mattered most proved its assessment once again, tacking on another 12 months to an unwanted record of not winning a final.
However, the Bombers' list is in a precarious spot, given at its best has rivalled the league's best teams but then also floundered against the lowly likes.
But having spent 15 weeks inside the top eight, there's something to work with for Brad Scott.
Fremantle
Pass mark: Win a final
Going through the archives, there's at least one team from outside the top eight that makes a stoic push for a double chance and Fremantle could be it in 2025.
The Dockers spent large chunks of the season in finals contention but a horrid final month wasted the promising campaign.
Shai Bolton's inclusion immediately makes Justin Longmuir's line-up better, while Josh Treacy and Jye Amiss will benefit from a superb season at such a young age.
Then there's the midfield cohort, which is arguably the best in the league, while Longmuir's defensively-minded game style allows the West Australian club to remain in games for longer.
But what has been identified is the need to win games and not save them, hence the bold play for Bolton.
And with the extra game in Perth against North Melbourne, the Dockers have the ability to use it to their advantage given how close the seasons are becoming.
Geelong
Pass mark: Preliminary final
The Cats couldn't have done much more in 2024, sitting firmly inside the eight for all but one week.
A heartbreaking loss in the preliminary final to eventual premiers Brisbane does sting, but the acquisition of Bailey Smith can only bolster its chance of returning to the penultimate weekend.
There was plenty of turnover at Geelong but ultimately, Chris Scott retained all key players and will hope a fit Cam Guthrie can place the perpetually strong side among the contenders once again.
And even if on paper their list doesn't look as strong as their opposition, there's no doubting what Scott is capable of from the coaching box, which has been proven time and time again for over a decade.
Gold Coast
Pass mark: Make finals
The Suns just have to make the finals.
Gold Coast went all-in on landing two dashing defenders in Daniel Rioli and John Noble to increase their handball game and offensive chain from the back half. A trademark of Damien Hardwick.
And aside from Jack Lukosius, who played in the VFL last year, they didn't lose anyone of note.
The Suns, since their inception, have been building something scary but it has yet to come to fruition.
So a maiden finals appearance in 2025 should be expected of Hardwick and his men.
GWS
Pass mark: Win a final
The Giants are a hard read heading into 2025.
Despite a mini exodus, they still have quality players in every line and it is hard to see them falling away.
Especially given their last three finals they've lost by a combined 12 points, all of which were grand finalists in their given season.
Their 'Orange Tsunami' game style has taken the competition by storm, with rival clubs finding it difficult to contend with when it's up and running.
And for that reason, they should be seen in September.
Hawthorn
Pass mark: Win a final
The Hollywood Hawks were a scary prospect in 2024 so what do we make of them in 2025?
When clubs come from such a far way back, it can be expected they plateau before rising again.
In Hawthorn's case, a 0-5 start that turned into a narrow semi-final loss was exhilarating to witness, but now the target is on their back.
To combat that target will be the additions of Tom Barrass and Josh Battle, who will perfectly slot into Sam Mitchell's line-up.
And the unknown surrounding their forward line can be used to their advantage.
The arrogant and brash Hawks will have their sights set on the big dance, but we've got them making week two of the finals, at least.
Melbourne
Pass mark: More wins than losses
The Demons need a year of stability and unfortunately for them, their on-field success papered over a lot of issues that have come to the fore.
Melbourne still holds a host of premiership players from the 2021 team and will no doubt be competitive in 2025.
However, as the club indicated, it was looking toward the future and securing two picks inside the top 12 was a way of showing that.
But with Max Gawn, Christian Petracca, Clayton Oliver, Kysaiah Pickett, Steven May and Jake Lever on your list, the sky is the limit.
Finals could be on the cards, but when squeezing 18 into eight, the Demons would likely be one of the first teams (outside North Melbourne, Richmond and West Coast) on the outer.
North Melbourne
Pass mark: Win four games
North Melbourne's time at the bottom of the ladder is expected to continue in 2025 but there are signs that things are about to change.
The inclusion of three veterans will help steer the club in a more promising direction, both on and off the field while the emergence of their high-end draft picks will be a glimpse into the future.
However, looking into this year, it is hard to see the Kangaroos lift out of the bottom four.
Alastair Clarkson's men won three games last year and a percentage of 63.5, which was worse than Richmond's.
North Melbourne fans can cop more losses than wins in a season, but the way they suffer defeats should be the point of contention.
The aim for the Kangaroos is to remain in more games for much longer, giving themselves more opportunities to steal victories.
And a gauge of how that can be achieved is raising the percentage.
Port Adelaide
Pass mark: Make grand final
Like Collingwood, it is now or never, albeit for Ken Hinkley rather than ageing superstars.
Hinkley enters the final year of his contract and has yet to make the final Saturday of September since taking over ahead of 2013.
The Power have made the top four four out of the last five years but have yet to capitalise on the double chance.
Hinkley's extraordinary home and away record always puts the club in contention but for some reason, falters when it matters most.
Port Adelaide was valiant against the minor premiers in last year's preliminary final which followed on from a straight-sets exit the season before.
And like it's been said, it's now or never for Kenny.
Richmond
Pass mark: Win two games
The weight of expectation has been well and truly lifted off the shoulders of all Richmond players, staff and fans.
The club would be satisfied with their abrupt decision to rebuild, trading away premiership stars for bucket loads of first-round picks which resulted in one of the greatest draft hands in recent memory.
The Tigers claimed the wooden spoon in 2024 and are favourites to do it again.
But the excitement surrounding the new crop of players that have walked into Punt Road is palpable, with many believed to be ready-made AFL players.
As mentioned, Richmond doesn't have a lot of expectations to deal with but a few wins should be on the cards.
St Kilda
Pass mark: More wins than losses
St Kilda is one of the most mysterious clubs in the AFL and we'll tell you why.
Coached by Ross Lyon, on paper, the Saints don't quite stack up to their rivals, but yet produce performances that have some suggest that they could make finals.
Last year, they won 11 games including five of the last six rounds of the season, finishing the campaign off in style.
Over his glittering coaching career, Lyon has had a knack for deriving better outputs from his players and creating a game style around the list he has.
The Saints made the finals in 2023 because of it.
But heading into the new campaign, if the Saints can record more victories than defeats, that's a positive, with the question of how far that goes is up to them.
Sydney
Pass mark: Make grand final
Sydney is quickly turning into the St Kilda of the 2010s.
The Swans - like the Saints - possess one of the most talented lists but are unable to convert on the big stage.
John Longmire departed the club as a premiership coach, albeit one from five including two grand final losses in the past three years.
Dean Cox has replaced him at the helm and a new voice could be what the Swans need.
Sydney's list is stacked and has the best one-two-three punch in Heeney, Warner and Gulden while the developing key forwards have shown glimpses that would please the club's fans.
For the Swans in 2025, anything less than a grand final appearance would be a disappointment, given the sting of another thrashing in the decider only slightly in the rearview mirror.
And to change the narrative, they must return to the final day of the season.
West Coast
Pass mark: Win six games
The Eagles, like North Melbourne and Richmond, aren't expected to do too much in 2025.
However, their acquisitions as well as the Harley Reid factor only breathe more positivity and life into the struggling club.
Not to mention the arrival of Andrew McQualter as the new head coach.
West Coast won five games in 2024 and it wouldn't shock most if they matched their efforts or improved on them.
A fully fit Oscar Allen and Jake Waterman in attack is a dangerous duo while Jeremy McGovern arguably put together the best season of his career at 32.
Western Bulldogs
Pass mark: Make top four
Luke Beveridge has taken his club to two grand finals during his tenure but surprisingly has never made the top four.
Well if not in 2025, it may be never.
For all of Beveridge's personality and candidness, he cops extra attention and usually finds himself in the spotlight, especially when the team isn't performing well.
But the Bulldogs house one of the greatest modern-day players in Marcus Bontempelli and have unearthed some future stars in Sam Darcy and Jamarra Ugle-Hagan.
They also have All-Australian potential backmen in Liam Jones and Rory Lobb while Tim English is a proven ruckman.
There's plenty to like at Whitten Oval and therefore plenty of promise heading into 2025.
