AFL footy boss Greg Swann is in damage control after sparking a viral storm with an off-the-cuff comment about fans not caring.

Swann has since attempted to clarify his comment, which occurred when he was discussing the length of AFL games, with the league keen on shortening quarters.

“They don’t care, they’re happy with the game,” Swann said on AFL360, immediately raising eyebrows due to its dismissiveness.

“I’m a huge fan of Greg Swann. One of the smartest men in football and I thought the league hiring him was brilliant. But the casualness with which he dismisses ‘the fans’ opinions here with a smirk and a ‘they don’t care’ is quite infuriating. Greg, they do care. A lot,” said journalist Mark Gottlieb.

Sports reporter Oliver Caffrey said: “I don’t hold a hose, mate,” referencing the tone-deaf comment of former Prime Minister Scott Morrison when he was on a holiday during the 2019 Black Summer bushfires.

Furious fans also quickly condemned Swann’s comment.

“We’ve always known there’s behind-closed-doors disdain for the fans. This, from the head of the league on one of its state TV flagship programs, is irredeemable. Greg Swann, the charlatan that killed football,” one fan blasted.

Swann then quickly clarified his comments the following morning.

“A little bit around that I said the fans don’t care,” Swann said on SEN.

“What I actually meant was the fans didn’t really care about our debate ... whether it was 32 minutes or 30 minutes.

“The fans are hugely important, obviously. We’re loving that they’re coming to the games and we’re loving that they’re watching on TV, and we listen to them.

“If there was a bit of misconception there, that wasn’t what it was meant to be. They do care, they care a lot about the game and we get a lot of advice about changing rules and not changing rules.

“But that was the context. Its was just that I don’t think the fans, from what I understand, are too fussed whether it’s 32-minute quarters or 30-minute quarters. They just want to see good footy which we’ll certainly get this weekend and we’ve had for most of the year.”

However, the clarification has also been met with skepticism.

“This explanation doesn’t pass the smell test. Stop pissing in the wind and telling us it’s raining,” Gottlieb said.

And a fan said: “He actually doubles down in a sneaky way at the end of this clip. ‘The fans don’t care whether it’s 30 minutes or 32 minutes.’ If that comes from decreasing the quarter length from 20 minutes, then YES WE DO CARE.”

That person also posted results from AFL survey about game length in 2024, where 88 per cent said they liked the current length of 4x20 minute quarters (plus time-on). Only seven per cent said they felt the game was too long.

Many fans wondered whether Swann should resign.

“How is Mr Swann fit for the job?” one fan asked.

And another: “His casual arrogance is infuriating. It’s not their game …”

And another: “That comment that fans don’t care is borderline sack worthy ... Swann has only disappointed since he joined head office.”

Of course, game length has indeed blown out in recent years but the league has only itself to blame.

The AFL has created new rules to actively promote higher scoring which of course adds to game length.

They have also decided to controversially review minor deflections off a player when making a decision on the new last disposal rule, which again adds to game length.