What makes Geelong Cats’ Bailey Smith footy’s biggest star ahead of AFL grand final

The most captivating man in football is being unleashed on the biggest stage again.

Bailey Smith, with his flowing blonde locks, chiselled physique and natural football ability has more starpower than anyone the sport has ever seen before.

This season alone he has moved clubs, started a feud with his former side, bravely opened up on his mental health battle, been forced to apologise to a photographer he flipped the bird at, became the talk of the Brownlow Medal by posing with the league’s boss wearing vintage sunglasses, and now he will play in his second grand final.

At the core of his move was chasing the thrill of playing in front of big crowds in important matches. He gets that in Saturday’s grand final against Brisbane at the MCG.

Now, a former head of the AFL’s own marketing team has said Smith’s appeal goes far beyond just his physical prowess and believes his vulnerability in recent weeks has sent his marketability through the roof.

The 24-year-old has more Instagram followers than his own club and brand deals with Cotton On, Tinder, Monster Energy and McDonalds. Thousands more followers flocked to his account after his antics

Smith is the most-followed player in the AFL, boasting more than 400,000 followers on Instagram alone, with thousands more flocking to his account after his antics at Monday night’s Brownlow count.

While his Oakley ‘speed dealers’ and social media activity stole the show, Smith finished the night on the podium for the AFL’s highest individual honour, again proving that while he talks the talk, he also walks the walk.

Colin McLeod, the former head of the AFL’s marketing department and now a professor at the University of Melbourne, said there’s more than meets the eye to Smith’s appeal.

“Bailey Smith represents a new kind of athlete — one who blends elite performance with emotional honesty and digital fluency. That’s why his popularity continues to grow,’ the marketing expert told The West Australian.

“Bailey is a standout on the field — his athleticism, consistency, and ability to influence games make him a genuine star. He’s also easily recognisable on (and off) the field — arguably his whole look — including his trademark mullet, is ‘iconic.’

“His social media presence is exceptional. With one of the largest followings in the AFL, Bailey has built a digital persona that blends performance, humour, fashion, and vulnerability and he’s not afraid to show his personality.

“He’s not just a footballer, he’s a cultural figure who resonates with younger fans in particular.”

The footballing megastar has landed himself in hot water in multiple occasions over the years and earlier this season he even had a rare fireside chat with Andrew Dillon at his home that reportedly revolved around his behaviour and the impact it has on the league.

He was given a stern warning by the AFL earlier this year after a satirical social media comment that hinted at drug use. He was also fined twice by the AFL for displaying the middle finger at rival fans during a game and copped another fine for slamming a ball into an opponent’s head.

Most recently, he faced heavy criticism - some calling for the AFL to intervene - after he verbally abused a female photographer at an open training session. His text apology was accepted.

While his poor behaviour warrants condemnation, Smith’s critics also take issue with how he presents himself publicly, accusing him of ‘showboating’.

While his teammates spoke to traditional media ahead of the grand final, Smith chose The Kyle and Jackie-O Show for a rare interview with the shock jock.

Smith revealed he was just friends with influencer Tammy Hembrow after he slid into her DMs and the would-be power couple were spotted on a date in Queensland. He was also quizzed on his bedroom habits.

He also featured in a new advertisement for Barry, the drinks company he co-owns with Carlton’s Charlie Curnow and Collingwood’s Nick and Josh Daicos where he plays a ‘himbo’ bartender, released on Wednesday – just three days before the biggest game of his life.

Smith said the campaign encapsulates the brand: “fun, in the moment and a bit provocative.”

On Brownlow night, he walked quickly through the red carpet, stopping only for Channel Seven, describing the event as “a bit of a chore” in grand final week, saying his main focus was on playing in the decider.

Asked if he had a speech prepared, Smith said he was prepared to win it, adding “at least I’m sober”.

Geelong captain Patrick Dangerfield came to Smith’s defence, saying “he keeps footy fun and that’s what I love about him.

“He’s been a great addition for our side, not just for his football but his personality, the spark that he brings. It’s hard not to have fun around him,” the Cats legend told Seven.

Less than 24 hours later, while the highlights of his night in the spotlight still lingered on his social media, Smith showed his vulnerable side again.

Alongside a video of himself training in a suburban park, Smith reflected on the past 12 months.

“The loneliest period of my life,” Smith said of the clip from August last year, before his move to Geelong from the Western Bulldogs.

“One week post-ACL surgery. No motivation. Every session on my own. (sic) writing me off. So much doubt and anxiety about the future.

“But just kept on swimmin’, always will. See you Saturday.”

Smith won plenty of admirers last month when he revealed he had previously spent time in a mental health facility.

“It was about a year ago, I got out of a psych ward,” he said during an interview at the AFL Awards after being named All-Australian for the first time.

“I went through a really dark time. I didn’t think I’d get to the other side”.

McLeod said Smith’s openness about his challenges with mental health introduced “a layer of authenticity that resonates deeply with younger demographics”.

“His recent public disclosure of mental health struggles... was both unexpected and deeply impactful.

“He described his experience in a psychiatric facility during recovery from a knee injury, and reframed mental health care as “just going to the gym for your mental fitness”.

“By speaking candidly about his struggles, he’s helped destigmatize mental health issues and positioned himself as a relatable figure—especially among younger Australians navigating similar experiences, and whether they follow Geelong (or AFL) or not.”

Smith podium placing in the Brownlow Medal adds to a stellar first season at the Cats in which he was named the joint winner of the AFL Coaches’ Association Player of the Year alongside Gold Coast captain Noah Anderson, alongside his All-Australian honour.

Against Brisbane on Saturday, Smith will play in his second grand final, having featured in the losing Western Bulldogs side against Melbourne in Perth in 2021.

And the star lifted the lid - or rather opened the door - on what is driving his premiership bid.

In a rare insight, Smith revealed the inside of his locker is adorned with powerful messages of mindfulness and mental strength.

“I am disciplined, I am fearless, I am confident, I am free,” one read.

“I embrace pain, pressure and hardship.”