AFL
2 months ago
Emotional Baggage Index Crowns St Kilda AFL’s Most Resilient Fan Base
By Mitchell & Ness
In a nation where footy heartbreak is practically a cultural currency, sports apparel and heritage brand Mitchell & Ness has created the ultimate measurement: the Emotional Baggage Index. This first-of-its-kind algorithm transforms 128 years of sporting droughts, heartbreaks, unexpected victories and dynasties into unbiased numbers.
The verdict? St Kilda supporters are officially Australia’s most emotionally burdened sports fans, scoring 92 out of 100 on the newly created scale. Superstar Nasiah Wanganeen-Milera re-signing offers Saints fans a moment of relief. Meanwhile, Brisbane Lions supporters are basking in a featherweight score of 19, thanks to their recent Premiership glory.
“It’s part maths, part mischief – the algorithm crunches every Premiership, choke and drought, then spits out who’s most emotionally bruised,’’ said data specialist Tim Evans, Mitchell & Ness’s Head of AI.
The Emotional Baggage Index formula analyses every significant event in AFL/VFL history, from Grand Final losses and wooden spoons to Premiership victories and Finals appearances. Recent events carry more weight than ancient history, while a drought penalty adds five points for every year since a club’s last flag.
No club can score 0 (everyone has history) or 100 (even the most tested have experienced some joy), ensuring the index reflects the complex emotional reality of supporting an AFL team. To bring the concept to life, Mitchell & Ness has created 18 custom bags representing each club’s emotional baggage, from St Kilda’s wheelie bin sized burden to Brisbane’s reversible canvas utility sized bag. The collection will be on public display at the Pub, outside Gate 3 in Yarra Park from Friday, 19 September for the first Preliminary Final match, before the Macca’s Footy Fest fully kicks off on Wednesday, 24 September.
“The data adds another layer to the story,” Evans said, with the Emotional Baggage Index revealing the fascinating disconnect between current ladder positions and the emotional weight fans carry from past seasons. Essentially, the index gives fans the promise that next year they could be turning their briefcase into a bum bag.
Adelaide Crows, who finished top of the ladder in 2025, carry a moderate 54 points of baggage – their consistent form this season has clearly provided some relief from decades of being middle of the road.
Meanwhile, Carlton supporters are enduring the ultimate modern footy tragedy: missing finals despite decades of “rebuilding” promises, and carrying 82 points of accumulated heartbreak. The Blues finished 11th on the ladder this season but third on the emotional baggage scale – a balance of high expectations and falling short.
“Adelaide’s surprise run to the top has given their fans hope, lightening the emotional load next year. But Carlton missing finals again? It looks like another few points will be added to an already heavy bag,” Evans said.
Perhaps most telling is Gold Coast’s position: 7th on the AFL ladder in their breakthrough finals campaign, but 8th on the Emotional Baggage Index with 59 points. Despite making the finals for the first time in their 14-year existence, SUNS supporters still carry significant baggage from years of false dawns and wooden spoons.
The data reveals that recent success does not immediately erase historical pain, while current failure can compound, testing both old and new fans’ loyalty in ways that extend far beyond a single season’s results.
Each bag has been meticulously designed to reflect its club’s Emotional Baggage Index score and historical highs and lows, creating talking points that perfectly capture the emotional rollercoaster experienced by AFL fans.
Check out the full Emotional Index Ladder:
