Fans and a leading AFL pundit have reacted angrily to the Western Bulldogs’ decision to don Thor-inspired guernseys in their AFL season-opener against the Sydney Swans on Saturday night.
The Bulldogs on Tuesday unveiled the one-off jersey to be worn by the players to mark the first AFL game at Marvel Stadium since the venue was renamed last year.
Australian actor and Bulldogs fan Chris Hemsworth has played the character of action hero Thor in a series of blockbuster movies.
Bulldogs captain Easton Wood said the playing group signed off on the controversial kit which he hopes will attract ‘a new audience of fans’.
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"The club worked closely with the players to come up with the design of the guernsey, and it has been enthusiastically supported by the playing group,” Wood said.
"Kids see us as superheroes and role models, just as they see the Marvel characters on the big screen, and now we can combine the two through footy, which is a unique and exciting opportunity.”
But the reaction on social media was far less positive, led by AFL journalist and Sporting News contributor Rohan Connolly.
Pretty over this sort of stuff. "Thor jumpers" FFS. Guess what, the more you market footy as "entertainment", not sport, the less emotionally invested people become. You'll sell a few jumpers. You might also end up with fans who piss off after a few losses & go to movies instead. pic.twitter.com/IRdGvIKoU9
— Rohan Connolly (@rohan_connolly) March 12, 2019
I get the whole Marvel Stadium deal. Great to have fan activation around the ground. But special edition jumpers? This just tells me money talks to anyone no matter who it upsets (supporters). Disappointing that an AFL club is willing to do this.
— Luke (@lukey_donald) March 12, 2019
The AFL should be protecting tradition. Instead they are devaluing the non-negotiables of the game. Movies are only as good as their directors, who all resist cheap product placements which detract from the story. Maybe @AFL should take note of that. #narrative
— Carbies@AFLplus (@AFLplus) March 12, 2019
AFL trying their best to drive football fans away with a misguided plan of attracting new fans from thin air that like childish gimmicks.
— Hairy Ears (@Eenf_K_Schlitz) March 12, 2019
Wow the @AFL really isn’t being subtle with this #sellout stuff anymore hey? Guaranteed they’ll have this version for sale in the merch stores too...
— Tim (@TheAussieTim) March 12, 2019
