Ginnivan v Smith - The AFL, and the Media, got it wrong

In the ever-scrutinised world of Australian Rules Football (AFL), media narratives can shape public perception just as much as the players’ performances on the field.

But what happens when the media, and the broader football industry, get it wrong? Recent incidents involving Jack Ginnivan and Bailey Smith have exposed a troubling inconsistency in how AFL personalities are treated, and more importantly, what issues are given priority.

Bailey Smith's recent comments on social media. Photo: news.com.au

The Ginnivan “Showboating” Storm

On June 5, 2025, Jack Ginnivan sparked controversy during Hawthorn’s win over the Western Bulldogs by showing the ball to an opponent while running into an open goal.

It was a moment of flair, perhaps cheeky, perhaps unnecessary, but certainly not unprecedented in the sport. Yet, the backlash was swift and loud. Teammates, commentators, and fans weighed in, with some calling it disrespectful and immature.

The media coverage was persistent. Headlines focused on Ginnivan’s “antics” rather than his 23-disposal, two-goal performance.

Social media lit up with criticism, and post-match discussions were dominated by debates over sportsmanship and professionalism.

Jack Ginnivan shows the ball on Thursday night footy versus Western Bulldogs. Photo: Channel 7

The Silence Around Bailey Smith’s Drug Reference

Contrast this with the muted response to Bailey Smith’s recent comments referencing drug use.

While the context was reportedly a sarcastic response to online trolls, the implications were serious. Drug use, whether joked about or not is a significant societal issue, especially in the context of elite sport. Yet, the media largely brushed it off.

The narrative quickly shifted to defending Smith as a young man navigating the pressures of modern sport.

Where was the outrage? Where were the panel discussions dissecting the message this sends to young fans? The AFL community, including its leaders, seemed content to let this one slide.

Chris Scott’s Misstep

Geelong head coach Chris Scott, typically a voice of reason in the AFL landscape, weighed in on the Bailey Smith controversy, and in my opinion missed the mark.

When asked about Smith’s “nose beers” comment, Scott dismissed the concern, suggesting it was just a bit of online banter. He urged the public to “have some perspective,” arguing that the AFL can’t embrace a culture of openness and then recoil when players push boundaries.

Scott’s comments may have been well-intentioned, aiming to protect a young player from overblown criticism. But in doing so, he downplayed the seriousness of referencing drug use, even in jest.

For all the things Scott gets right as a leader, this time he got it wrong. His response reflects a broader reluctance within the AFL to confront uncomfortable societal issues head-on, especially when they involve popular or marketable players.

Chris Scott appeared on the Channel 7 show Agenda Setters when Caroline Wilson questioned his lack of response to Bailey Smith's online comments. Photo - Agenda Setters.

A Dangerous Double Standard

This disparity in coverage reveals a deeper issue: the AFL media and leadership often choose spectacle over substance.

Ginnivan’s showboating was treated as a moral failing, while Smith’s drug reference, a topic with real-world consequences, was downplayed as a joke.

Starring on the field in 2025, Bailey Smith takes on Hawthorn on Easter Monday against Hawthorn. Photo: Herald Sun.

It’s not just about fairness to the players. It’s about what kind of culture the AFL is promoting.

When showmanship is condemned more harshly than references to drug use, it sends a confusing message to fans, especially young ones. It suggests that image matters more than integrity, and that some issues are too uncomfortable to confront.

Jack Ginnivan dons the brown and gold during the 2024 AFL Premiership season. Photo - AFL.com.au

The Role of Media and Leadership

The media has a responsibility to inform and challenge, not just entertain. AFL leaders must also be consistent in their messaging.

If the league is serious about tackling drug use, it must treat every reference with the gravity it deserves. And if it wants to foster a culture of respect and accountability, it must apply those standards evenly.

Final Thoughts

Jack Ginnivan’s flamboyance may not be to everyone’s taste, but it pales in comparison to the societal implications of drug culture in sport.

The AFL community must reflect on how it responds to these incidents, not just for the sake of fairness, but for the health and integrity of the game itself.