Friday, September 13th, 2013

Of the 15.5 million drivers on our roads today, approximately 41% (or 6.4 million) are AFL supporters. And with Finals season now upon us, we wondered: which of the six teams still in contention are most popular among Aussie motorists? Our data reveals that you’re more likely to see Sydney Swans scarves hanging out the windows of passing vehicles than those of any other finalist, with 14% of drivers who support an AFL team following the Swans.

Across the country, more drivers (892,000) support the Sydney Swans than any other club. This is hardly surprising, given Sydney’s population and the limited number of local clubs the city’s residents have to choose from. Of the other teams still vying for the flag, Carlton has the next largest supporter base – with 7.2% of AFL supporters on our roads following the Blues.

% of club support among drivers who support an AFL club


Source: Roy Morgan Single Source (Aust.): July2011 – June 2013, Drivers 16+ who support an AFL club n= 14,494

Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:

“The AFL has the largest supporter base of any of the major football codes in Australia, with more than 6.4 million drivers on our roads supporting at least one of the 18 AFL clubs.

“Given the size of Sydney’s population and the fact that GWS Giants are still a relatively ‘new’ team, it makes sense that the Swans have such a large supporter base, much bigger than any of the other teams still in the running to be the Premiers.   

“In terms of the types of vehicles Swans supporters favour, major sponsor Volkswagen will be happy to know that Swans fans are 80% more likely to drive a VW than the average AFL supporter on our roads.

“Blues supporters have a higher-than-average propensity to be Ford owners, while Dockers fans are more likely to drive Hyundais and Mitsubishis. Cats fans, meanwhile, go more for Ford and Subaru. Hawks fans are likely to own Peugeots or VWs, and Power supporters are more likely to have a Holden in their driveway.

“With a number of major car companies in Australia sponsoring the AFL and individual teams, it’s important to understand how this impacts on the cars chosen by the supporters of the sponsored clubs.”

Purchase our latest detailed Roy Morgan Automotive Currency Report to learn more about automotive intentions for the different vehicle types. This report covers intentions to purchase new vehicles, future brand intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content. Brands are reported individually within three distinct groups: Local Manufacturers (Toyota, Holden and Ford), Mid Volume Importers (Mazda, Mitsubishi, Honda, Nissan, Subaru, Volkswagen and Hyundai) and Luxury Brands (BMW, Mercedes Benz, Audi and Lexus).

Purchase from our extensive and detailed range of Roy Morgan new car intender profiles by make, model and segment covering brands like Honda, BMW, Holden, Mazda, Ford, Mercedes-Benz, Subaru, Mitsubishi, Nissan and Volkswagen.

For comments or more information please contact:

Jordan Pakes, Account Director – Automotive

Office: +61 (3) 9224 5302

[email protected]

Please click on this link to the Roy Morgan Online Store

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%


























Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


afl, football, sydney swans, automotive




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