What do the clubs say they stand for?
Gold Coast Suns
North Melbourne Kangaroos
Port Adelaide Power
St Kilda Saints
West Coast Eagles
Official AFL maketing slogans for 2013, 2014, 2015, 2016, 2017, 2018, 2019
Never discount the slogan. It helps give the club its identity so that our football watching becomes an expression of values, rather than just taking perverse delight from a spectacle that somewhat resembles a bunch of disorganised men chasing a chicken.
It is the belief in such values that can be the tipping point that persuades us to get off the couch where we watch football like a stoned jellyfish to spending hundreds of dollars on merchandise so we can scream abuse and yell all decked out in club colours.
Because slogans are part of a club’s traditions and aspirations, a great deal can be learnt from the slogans each club comes up with from year to year. The feral club that we sometimes refer to as Collingwood tends to stick to ‘side by side we stick together.’ This is obviously a reference to the supporters’ poor dental hygiene that has resulted in their teeth sticking together with plaque. The implication being that supporters need to proud of their inferiority. Signing up for a Collingwood membership is an extension of that.
Port Adelaide is another club that tends to lack imagination when it comes to slogans. It sticks to, ‘We are Port Adelaide.’ This is helpful for the Power supporters who might have otherwise thought the club was Port Augusta or Warrnambool.
When we hear the slogan for the first time, we have to be mindful that they tend to be more reflective of a club’s aspirations rather than its traditions. For example, when Richmond tells us they are strong and bold, we need to remember they won’t be there in September. Likewise, when GWS tells us to expect “big things”, we need to expect something small – especially when it comes to crowd size.
We also need to be mindful that clubs don’t just create their slogans with potential members in mind; they also create them in order to make the club appeal to sponsors. For example, the Adelaide Crows have always tried to appeal to major sponsor Toyota so that in return for cash, it can release press releases stating,
The club could have added that Adelaide players want to go anywhere but Adelaide, as do most Toyota drivers.
In the interest of helping supporters decide whether a club is really an expression of values that can elicit more than a stoned jelly fish response, this site has evaluated five years of AFL slogans for their truthfullness and suitability for corporate partnership.
2013 slogan - You're a required player
Although the club tells players they are required, players have a history of telling the club it is not required.
Flying as one was consistent with its collective one mind dream but sadly many individuals just didn't buy into the one-mind thinking.
Don't go home...please
2013 slogan - Because pride is within.
Intellectual slogans will always look phoney on a club that once based itself on the Gold Coast despite having Brisbane in its name. For three years, the club pressed ahead with believe belong, probably because one-year was too short for a new slogan the marketing department to think of a new one. After three years of failure, it was pretty obvious most potential members neither believed not belonged. Still short of ideas, it found inspiration with the three musketeers and changed to 'all for one' but so as not to place unrealistic pressure on players thinking of going home, it dropped the 'one for all.'
Don't go home...please.
2013 slogan - I am Carlton
There is no I in team unless that team is Carlton. Carlton has always been a club of mercenaries. In decades past, the club's success was largely based on its cheque book. When a salary cap reduced this power, the club responded by using brown paper bags under the table, but that ended poorly. More recently, it hired coach Mick Malthouse whose demeanour painted a picture of someone with a personal grudge to settle with Collingwood for showing him the door. The egocentrism of Carlton was reflected in the use of 'I' in its 2013 slogan. In 2014, it took the dishonest brown paper bag route by changing I to We, which is simply not what Carlton is about.
In 2019, it honoured the past and owned the future by promoting its wooden spoon selection.
Spoon to spoon
2015 slogan - Side by side we stick together.
Collingwood doesn't like to change its slogan from year to year, probably because most of the Collingwood fans are still learning how to read it and it would be foolish to confuse them with a new slogan so soon.
‘Side by side we stick together' has often been interpreted as a reference to the supporters’ poor dental hygiene that has resulted in their teeth sticking together with plaque. Others have said it is a nod to a police line up where Collingwood fans have had to stand side by side as the witnesses identify the assailant.
In 2018, there was some change with "Unleash the passion". As far as Collingwood goes, this was very creative. Maybe it might next put a splash of grey on its black and white jumper.
2013 - Whatever it takes
All of Essendon's slogans need to be considered in the context of performance enhancing drugs. 'Whatever it takes' was read as 'what did we take?' 'Don the sash' over your needle prick. 'Are you back for 2015?' because star players wont be here for 2016.
2013 slogan - Let's go Freo
Looking at the slogans, one get a sense that Fremantle's marketing department likes love stories, and probably has an extensive collection of Mills & Boons novels with Fabio gracing the cover. If not seen through a romantic prism, forever freo is depressing.
Send in the clowns
2013 slogan - stand tall
For three seasons, GWS's slogan had been stand tall, which was perhaps reflected the club's hope that fans would stand up to cover the camera shots of all the empty seats. (It certainly couldn't be said that the home grounds were standing room only.)
Expect big things sounded a bit like over compensation. When men say big things are expected, usually something small is discovered. There is a giant in all of us could be a good lead in line to selling some magic beans.
The 2019 slogan of Everything is Bigger up close seems to be a continuation of phallic marketing that the club has a bit of an obsession with. Specifically, it's first logo had to be changed due to a phallic bum while its "GMan" mascot was drawn from an on-the-knees perspective with a penis so large that it cast a shadow down the thighs. For the fans who don't live up to Gman's example, they need to compensate by telling their partner to get close.
Ideal sponsors - With multiple home grounds, perhaps a transport company would work well. Greyhound buses, City Rail
2013 slogan - Footy full on
Through all its misfortunes, Geelong has remained a cheerful club, and a club not hated by other fans. Perhaps this can be attributed to the positive nature of its fans.
2013 slogan - Take your seat
When the Gold Coast chose suns as their moniker, they were probably desperate for the day they could use it in a pun like"Suns rising", or "on the rise". It would be a slogan that would work well with in partnership Gold Coast property developers if they hadn't gone all bankrupt.
The debauchery of schoolies and Gold Coast nightlife provided an idea for the 2016 slogan. For all those illegitimate kids out there who didn’t know who their fathers were, and fathers who remember an intimate congress with a lady but not much else, “we are your suns” definitely resonated when spoken.
For 2017, 'We are Gold Coast' was needed in case potential fans thought it was the team really represented Alice Springs, Cairns or Wagga Wagga or Brisbane (as it did in the old days.)
Would like it to rise but its drooping.
2013 slogan - Always Hawthorn
It can't be said that Hawthorn comes across as cool. The colours are not really combinations to be found on the cat walk and the lack of imagination in coming up with slogans is nothing really cat walk territory either.
50,000 pets can’t be wrong
2013 slogan - Spirit: then, now & forever
The Kangaroos have been an endangered species for a few years now, which perhaps explains why they keep creating religious-like slogans. It is also a club that is prone to go walkabout but never be happy where it is. It has kangaroos as its moniker yet keeps harping back to shinboners in reverence to butchers of the past. It's almost as if those who run the club are desperate for some butchering of a roo.
Ideal sponsors; a funeral parlour, Catholic education or Salvation Army
We're there for you
2013 slogan - First & forever
My heart beats true could have been a reference to the life support the club was on.
Ideal sponsors - After they tanked to get draft picks, the question to ask of sponsors was whether they really wanted to be associated with a club that did the equivalent of stealing from the church collection plate?
That's not a tank, this is a tank
2013 slogan - Show your true passion
Port seems to be having some trouble deciding if the Port Adelaide Magpies and the Port Adelaide Power are one and the same. For intellectual challenged fans struggling to decide which one, the club’s 2014, 16 and 17 slogan of ‘we are Port Adelaide’ was basically a case of patting the fans on the head and telling them not to worry themselves which such difficult concepts. The continuation of the slogan either reflected the club's lack of imagination or fear that it had to remind the supporters which club to join in case they were siging up for Port Augusta.
Ideal sponsors - Great Southern Energy.
Time for another South Australian Black Out
2013 slogan - The roar is back
Richmond's passion is a double edge sword that the club needs to manage. Sometimes the club has tried to curtail that passion, which would be appealing to manufacturers of straight jackets. Sometimes the club has just decided to let it out and buckle up for the ride. It is a dangerous ploy that may necessitate a holiday at seasons end to relieve the stress.
Ideal sponsors - Vic Road Safety, Qantas Holidays
2013 - Loyalty unites us
You have to feel sorry for the marketers at St Kilda. How do you come up with a slogan for a club that has always been a basket case on and off the field. In 2013, the marketers decided to go with 'loyalty unites us' as a kind of facade. The year culminated with the club sacking its coach, its coach accusing the club of disloyalty and the football club trading out its loyal servants for draft picks.
Ideal sponsors -Crown Casino
You can't accuse us of being band wagoners.
2013 slogan - Proudly Sydney
The emphasis on the word “proud” seems like a bit of a Freudian over compensation in that Sydney fans have generally been seen as an embarrassment as they are about as reliable as a cheesecloth condom. The only way they can be enticed to games is to give them a glamour full forward to cheer on.
Just as there is some Freudian over compensation in emphasising the word proud, there is also some in the emphasis on Sydney. Maybe this stems from insecurity that comes from the fact that it used to be South Melbourne and doesn't want supporters to think it was proud of that Melbourne heritage.
The 2016 slogan was very camp and perhaps an attempt to ride off Sydney's Gay and Lesbian Mardi Gras image. Perhaps this was an attempt to counter GWS's phallic marketing of the time.
Ideal sponsors - Durex condoms, Sydney Gay & Lesbian Mardi Gras
Don't risk it, cover your Buddy
2013 slogan - Inspired
The slogans sound a bit like drug gangs trying to stake out territory in a drug war. It would be nice to think that West Coast have settled all their scores and now only use legal drugs. Perhaps Roche would be a partner otherwise a law firm in case of any relapses
Ideal sponsors – Roche, Slater & Gordon
We are legal eagles now
2013 slogan -(Our club, Our west,) Our heartland
Blow that whistle