Franklin turns to new manager ahead of major career call

Lance Franklin will have a new agent by his side in a year when he will not only complete a contract many thought impossible but also consider seeking an extension.

The Sydney superstar and wife Jesinta had been managed by Annie Kelly from The Agency Inc, but Kelly said on Tuesday she was now only working with Franklin on specific projects.

Lance Franklin is entering the final season of a nine-year mega deal.Credit:Getty Images

Kelly has directed all football inquiries to Adam Finch, who last week became Jesinta’s full-time manager, and is now handling Franklin and his football interests.

Finch, a former teacher, has for the past year been the business manager of Buddy Promotions and Jesinta Franklin Enterprises. He did not respond to requests for comment.

Franklin split with Liam Pickering, the agent who secured his client a stunning nine-year,
$10 million deal with the Swans, in 2014, and Finch will be Franklin’s third manager since he shifted to Sydney.

Finch may yet seek greater football input from outside sources if Franklin plays on, but he is set to at least be a confidante for Franklin on whether he seeks to play on in 2023.

Swans sources say a decision on Franklin, 35 in January, won’t be made until the second half of the 2022 season, and will largely be determined by how he is feeling physically.

Franklin echoed that thought when asked about his future in May.

“It’d be nice [to play past 2022] â€" if my body’s holding up and I’m feeling good, then we’ll have that chat. I just need my body to hold up. There’s a lot of great young talent at this football club and it’d be great to go all the way with them,” he said.

Franklin was slated to pocket about $1 million this season, but that may have been shaved by the coronavirus-impacted pay cuts players took. Should he have a strong 2022 and play on, industry sources say he can expect another lucrative deal, but the Swans will also have to take into consideration their emerging talent. Isaac Heeney is a restricted free agent next season, coming off a five-year deal.

The 2021 season, when he booted a team-high 51 goals in 18 matches, was Franklin’s best since 2018, when he managed 57 goals in 19 matches. According to Champion Data, his kicking efficiency this season (64.3 per cent) and shot-at-goal accuracy (61.4) was the best it’s been since his second season of 2006. He was the fifth most accurate kick for goal in the league. He was also sixth in the league for score involvements (6.4 per game).

The 318-game veteran needs five goals to become only the sixth man in VFL-AFL history to boot 1000. The Swans hope that will come in a home game at the SCG, ensuring a financial boost for the club.

Jon Pierik is a sports journalist at The Age. He covers AFL and has won awards for his cricket and basketball writing.Connect via Twitter or email.

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