After buying the Swans licence back from Powerplay the AFL would seek new private ownership to help the ailing club. A consortium led by Peter Weinert and Mike Willesee would take control of the Sydney Swans. The new owners found that the club was left in a worst position than they previously thought, as they sunk millions of dollars to keep it afloat. 

Things got more problematic on and off the field, with the AFL clubs voting on whether to keep the Swans in the competition.

After buying the Swans licence back from Powerplay the AFL would seek new private ownership to help the ailing club. A consortium led by Peter Weinert and Mike Willesee would take control of the Sydney Swans. The new owners found that the club was left in a worst position than they previously thought, as they sunk millions of dollars to keep it afloat. Things got more problematic on and off the field, with the AFL clubs voting on whether to keep the Swans in the competition.

In the late 1970s the South Melbourne Football Club was fighting against extinction. Small crowds, lack of sponsors and an ailing Victorian Football League saw the Swans almost running on borrowed time. 
 
Despite an uproar from South Melbourne fans a decision was made for the club to move all of its operations to Sydney in 1982. What followed was years in the sporting wilderness, with the public not accepting of the team in a rugby league town. Fleeting on field success under a private owner helped them generate headlines and publicity, but it was short lived as the club were plunged into serious financial jeopardy. They were struggling to keep the lights on. 

With the help from some of the biggest names in footy the club would climb out of the mire and establish itself as one of the strongest sporting clubs in the land.
 
In this series we uncover the furore of the move away from South Melbourne, the challenging early years in Sydney, chaotic years of private ownership and the Swans' eventual rise as a new force in the AFL, as they broke the longest premiership drought in history.
 
This is the Swans' story, this is The Bloods.
 
Created by The Horde and brought to you by QBE Insurance, backing the Sydney Swans since 1987.

The Bloods

The Dark Years | 3

During his first pre-season at the helm, Paul Roos would reshape the culture of the club. Giving players more power to make decisions and integrate the ‘bloods’ mantra into the Swans. Roos’ men became a tough, gritty and uncompromising side. But their style didn’t please everyone, as AFL CEO Andrew Demetrio criticised Sydney’s tactics. In 2005 everything clicked for the Swans, going all the way in one of the game’s most dramatic finals campaigns. After 72 years of waiting, they delivered a drought-breaking premiership for their beloved Bloods faithful.

During his first pre-season at the helm, Paul Roos would reshape the culture of the club. Giving players more power to make decisions and integrate the ‘bloods’ mantra into the Swans. Roos’ men became a tough, gritty and uncompromising side. But their style didn’t please everyone, as AFL CEO Andrew Demetrio criticised Sydney’s tactics. In 2005 everything clicked for the Swans, going all the way in one of the game’s most dramatic finals campaigns. After 72 years of waiting, they delivered a drought-breaking premiership for their beloved Bloods faithful.

'Here It Is' | 6

The 1996 Grand Final would see the Swans come up against North Melbourne. Sydney jumped them early, but the Kangaroos managed to get the game back on their terms and eventually claimed premiership glory. Over the coming years Sydney would feature regularly in finals, earning the respect of the competition. However, they wouldn’t go further than they did in ’96. Dominant forward Tony Lockett continued to draw big crowds and in 1999 he broke the record for the most goals kicked by an AFL player.

The 1996 Grand Final would see the Swans come up against North Melbourne. Sydney jumped them early, but the Kangaroos managed to get the game back on their terms and eventually claimed premiership glory. Over the coming years Sydney would feature regularly in finals, earning the respect of the competition. However, they wouldn’t go further than they did in ’96. Dominant forward Tony Lockett continued to draw big crowds and in 1999 he broke the record for the most goals kicked by an AFL player.

Nearly, But Not Quite | 5

The Swans had a new lease on life, after winning the crucial vote to remain an AFL club. The league needed to ensure it wasn’t for nothing and decided to send in their own man, Ron Joseph. Taking back control of the club, the AFL and Joseph set off on a path to recruit the biggest name in the game to revitalise the Swans. Legendary figure Ron Barassi arrived to help change the fortunes of the club, as he handed over to a young, ambitious coach who took Sydney further than they had ever gone before.

The Swans had a new lease on life, after winning the crucial vote to remain an AFL club. The league needed to ensure it wasn’t for nothing and decided to send in their own man, Ron Joseph. Taking back control of the club, the AFL and Joseph set off on a path to recruit the biggest name in the game to revitalise the Swans. Legendary figure Ron Barassi arrived to help change the fortunes of the club, as he handed over to a young, ambitious coach who took Sydney further than they had ever gone before.

The Dark Years | 3

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