How AFL’s first $10m man ‘gave every dollar back and more’… and became ‘footy’s original rockstar’

“They got absolutely every dollar they invested in that bloke back and more.”

That’s the opinion of AFL great Nathan Buckley and shared by many Fox Footy experts when it comes to the legacy left by Lance ‘Buddy’ Franklin — and whether the unprecedented contract he signed in late 2013 was ultimately worth it.

Franklin, who announced his retirement on Monday, departs as one of the greatest to have ever played the game, with his almost two decades in the game thrilling fans and players alike.

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Described as the greatest showman, Franklin’s popularity expanded beyond Melbourne and the footy world.

This was personified by the response to his Instagram post confirming his retirement, with Franklin receiving replies from the likes of Aussie basketball star Josh Giddey, legendary swimmer Ian Thorpe, Wallabies greats Drew Mitchell and Adam Ashley-Cooper, star Aussie surfer Owen Wright, Matildas star Kyah Simon, IronMan champion Kendrick Louis, Home and Away actor, Lynne McGranger, renowned chef Darren Purchase, Aussie actor Angus Sampson, business mogul Sam Wood and The Wiggles’ official account.

After a stunning nine-season stint at Hawthorn — which included two premierships, two Coleman Medals and All-Australian selection four times — Franklin stunned the footy world and signed a massive nine-year, $10 million deal with Sydney at the end of 2013.

The footy world had never seen a contract quite like it. Subsequently, pundits and fans had high expectations for Franklin to pay back the Swans, most likely with premierships.

In his nine seasons with the Swans, Franklin played in three Grand Finals from six finals series — yet Sydney never claimed a flag.

Add in the fact he had two injury-interrupted seasons in 2019 and 2020, you can understand why some might question the deal again.

But when Franklin on Monday officially retired, the sentiment on the Fox Footy shows on was that Sydney’s bold acquisition was a win.

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During his Sydney stint, Franklin won All-Australian selection four times, picked up two Coleman Medals and topped the club’s goalkicking in seven seasons. And while the reasoning would be grander than just one player’s presence, the Swans’ annual membership numbers increased every year in Franklin’s first six seasons — from 40,126 in 2014 to 61,912 in 2019 — before the Covid era hit.

“That big nine-year deal when it came about just blew everyone away,” Buckley told Fox Footy’s On The Couch.

“Although they didn’t get the flag with him, they got absolutely every dollar they invested in that bloke back and more.”

As pointed out by Fox Sports News reporter Justin Edwards on Monday, it wouldn’t be a stretch to say Franklin has had a bigger impact on Aussies Rules in New South Wales — a state dominated by rugby league — than any player that came before him. What he brought to the Harbour City was immeasurable as he became an Australia-wide household name and the most recognisable face in the AFL.

“The era he played didn’t lend itself to forwards, but the era led itself to fame and recognition,” veteran broadcaster Gerard Whateley said on Fox Footy’s AFL 360.

“I would make the case he is the most recognisable player to have ever played the game.

“The television era, the social media era of which he was never a participant, but he was the focus of so much attention.

“That aren’t many who have brought us as much joy as Franklin.

“I remember thinking … (Sydney) would have to win premierships to have done what they did. And that didn’t happen, yet the years will say it’s a roaring success.”

Buckley and co-host Mark Robinson agreed Franklin’s legacy in Sydney went beyond premiership success.

“I’ve softened my stance in that regard – he was the biggest name in the game in the biggest city in Australia,” Robinson said on AFL 360.

“He just picked up the whole city – everyone knew Lance Franklin in Australia. From rural WA, he leaves maybe arguably the greatest player ever.”

Triple All-Australian Nick Dal Santo said fans must always assess the Franklin-Swans contract with an asterisk.

“We judge everything on premierships, win or lose. But in my opinion, I see this as a different one. I see this as a win,” Dal Santo told foxfooty.com.au in 2020.

“He has done everything that he could physically do on the field. I know as a team they haven’t won (a flag), but over the past two decades, there’s not many – if any – better than him.

“How could anyone say ‘well, they didn’t win a flag, so therefore it’s a failure’? That means a lot of players in their careers were failures and did nothing in their careers, if that’s the sole reason we’re going to judge people on whether they won on Grand Final day or not.

“What he’s done for that football club on and off-field, if I was Sydney and had the option of doing the deal again, I’d do it again in a heartbeat.”

Five-time All-Australian Garry Lyon described Franklin as “footy’s original rockstar” – something his coach John Longmire laughed about as he recalled the massive interest the big Bud brought with him to Sydney.

“Lance when he came here, (the interest in AFL) went to another level,” Longmire said.

“I first got a bit of a sense of what we were in for when our first training session there was a couple of helicopters circling up above and I thought, ‘this is a bit different!’.

“He bought a whole new generation of fans.

“He added another level – the interest went through the roof.”

Swans footy boss Tom Harley agreed Franklin had a massive impact on building the game in Sydney.

“We see our young supporters come in with number 23 on their back,” he said.

“There will still always be that piece when you see number 23 that it will be a tip of the hat to Lance Franklin.

“His impact on the football club, the game of AFL, more specifically the game of AFL in Sydney has been profound.

“He’s really been probably the player of his generation that has transcended the game. He’ll be enormously missed.”

Robinson said there was always a “sense of sadness” when a legend like Franklin calls time on his career.

“He was a special player,” he said.

“Imperious – when he kicked goals, he would astound himself, pivot, throw his arms in the air with a big V!

“He did it in an era where there was flooding defences, third man up, double teamed … and he’d still get it.”

Whateley said he could best describe Franklin in two words: freakish and magnetic.

“Not only was the play drawn to him, but every eye was drawn to him,” he said.

“It was high entertainment.

“The freakish ability, the athletic prowess, the capacity to entertain … there were no dull days with Franklin.”

Lyon described Franklin’s career as “glittering” and said he’ll go down as “one of the greatest of all time”.

“This bloke had everything that goes around him – the aura, the strut and then went to Sydney and Sydney embraced him so he became a multi-city rock star,” he said.

Franklin’s 354-game career may come to a close due to injury, but he finishes with a remarkable record: 1066 goals, two premierships, eight All-Australian jumpers and four Coleman Medals sit next to his name in retirement.

Seven times he was Sydney’s leading goalkicker and a further six times as Hawthorn’s.

“He was just amazing to see up close,” Longmire said.

“He was always just very low key, just no fan fare.

“He’s just very humble and very private.”