The 2024 AFL season has been one of the greatest in Sydney Swans history. A club-record-equalling 17 wins, as well as a fourth minor premiership in the AFL era, their first since 2016. On Friday night, they'll start as favourites in a preliminary final, in an opportunity to reach their second grand final in three seasons.
Their on-field success has not only produced genuine premiership contention, but it has also driven the popularity increase of Australian Rules football in New South Wales. The Eastern state of Australia is widely accepted as rugby league territory, with the AFL's rival code NRL having nine of their 17 teams based in the Greater Sydney area.
However, crowd figures this year suggest that perhaps the tide is turning, as the Swans success continues to flourish.
Across 12 AFL matches at the SCG this year, the Swans have recorded an average attendance of 38,618, just under 10,000 shy of reaching capacity each week.
In comparison, the average NRL crowd across 11 matches at Allianz Stadium was 23,912, barely exceeding half of the 45,500 capacity. McDonald Jones Stadium, home to a passionate Newcastle Knights fanbase, record an average of 22,635, approximately 10,000 shy of capacity, whilst Accor Stadium averages just 20,461 in an 83,500-seated venue.
Sydney's average SCG attendance in 2024 is the highest it's been in it's history, occurring simultaneously as the Swans break their membership record. 73,757 supporters bought a Swans membership this year.
Sydney CEO Tom Harley said 2024 has been a "significant" year for the club.
"There's absolutely no doubt that fans of all sports teams gravitate to their team when they're playing well. That was the key driver to some of the experiences we've had at the SCG. Then it's a flywheel after that," Harley told The Daily Telegraph.
With a sell-out crowd expected on Friday night, Harley said more records are set to be smashed.
“Assuming we surpass 37,000 it'll be the first time we've served 500,000 people at the SCG in a season which is extraordinary. It's something we're very proud of but also grateful for the support that the city has provided us," he said.
The players have thrived off the crowd energy too. A buzzing Swans-heavy fanbase roared at it's loudest in Sydney's qualifying final comeback against GWS.
"I think without that crowd, we probably don't win, to be honest,” Tom Papley said.
"It was so loud, one of the loudest I've heard it. I think it's happened a lot this year. When we get momentum, they build the momentum for us, and we keep going, keep rolling. So, they'll be there again on Friday, and [I] can't wait for it."
In the opening week of finals, Sydney recorded 43,189 fans at the SCG. It's the fifth time already this year that 40,000 has been surpassed.
As Sydney suit up against Port Adelaide under Friday night lights at the SCG, the Cronulla-Sutherland Sharks will be taking on the North Queensland Cowboys down the road at Allianz Stadium. With a capacity difference of just 2500, the crowd attendance will be a curious by-product of Sydney's biggest game of the season so far.
And perhaps, it could be the satisfying indicator to the AFL that the New South Wales market is well and truly thriving after all.