Can't buy me love : the rise and fall of an AFL "hero"

The Greater Western Sydney (GWS) Giants were the 18th team to enter the Australian Football League (AFL) in 2012, becoming the second Sydney-based team. The decision to base a second team in Australia’s most populous state (New South Wales) was in part due to the AFL’s desire to increase its presence in an area traditionally dominated by rugby codes. While the majority of the GWS Giants’ initial playing staff were relatively unknown young players, in June 2010 it was announced that the Brisbane Broncos, Queensland, and Australian rugby league player, Israel Folau, had signed for the GWS. Folau became the focus of marketing efforts for the club and was presented to the fans as a read-made hero. However, despite Folau’s success as a rugby league player he failed to display the same levels of ability in AFL and in October 2012 it was announced that he was leaving the club and the AFL. This chapter provides an initial examination of the AFL journey taken by Folau. Textual analysis of selected media sources and of GWS Giants communication was undertaken and this revealed how Folau has been presented by both the club and the media. It was found that while Folau was extensively utilised for marketing purposes he was continually referred to as a rugby league player during his time within the AFL. The discourses around the player appear to have been part of a wider inter-code rivalry which was fuelled by media coverage and which may have made it difficult for the player to succeed. Future code-hoppers are advised to establish an identity within their new sport and to consider the wider dynamics which their move may be presented within.