Hobart was awash with red and white as Princess Cruises’ Crown Princess docked after sailing from Sydney Harbour on its maiden AFL member cruise. Hundreds of Sydney Swans fans disembarked, basking in the camaraderie of a voyage that celebrated the Swans’ resilience and their fans’ unwavering support after a season of near glory.
The Swans, who came tantalisingly close to premiership glory in 2024 but fell to the Brisbane Lions in the Grand Final, set sail for Hobart—firmly in the opposite direction of Brisbane. Call it a change of scenery or a strategic escape, but this voyage is all about regrouping and finding fresh horizons away from Lion territory.
Who’s on board?
This one-of-a-kind voyage brings together the brains and brawn of the Sydney Swans, including CEO Tom Harley, AFLW Coach Scott Gowans, and AFLW Captain Chloe Molloy. Add to that some 2012 premiership legends like Josh Kennedy and Ted Richards, and you’ve got yourself an all-star cast ready to entertain, inspire, and reminisce.
“We’re proud to partner with Princess Cruises for this exciting opportunity and give our members this unique opportunity to immerse themselves in a once-in-a-lifetime Sydney Swans experience,” said Tom Harley, clearly practicing his ‘once-in-a-lifetime’ pitch for a post-cruise travel career.
“We have some fantastic events planned on board, and I am looking forward to connecting with our Swans members and seeing everything Crown Princess has to offer.”
Why would a cruise line team up with an AFL club?
Princess Cruises Senior Director of Marketing and Sales Nick Ferguson has the answer: “The AFL is a sport that brings people together, and we believe in the power of community.” Translation? AFL fans are a loyal bunch, and when you mix loyalty with luxury cruising, magic happens.
“Travelling on board the magnificent Crown Princess is exciting enough, but having the opportunity to leverage our strong partnership with the Sydney Swans to enable this unique cruise is such a special moment,” Ferguson said.

What’s been happening on board?
Aside from having the opportunity to dissect the last season, fans were able to enjoy:
- Q&A sessions with players and coaches
- Exclusive behind-the-scenes stories from the 2024 season
- Swans-themed trivia nights that put even the most die-hard fans to the test
And if the fans tired of all that red and white, there was still plenty to do. From world-class dining and luxurious spas to award-winning entertainment, Crown Princess ensures there’s something for everyone—even if your team loyalty lies elsewhere (we won’t tell).
Why it matters
For travel professionals, this cruise is more than a gimmick. It’s a clever example of how niche partnerships can generate bookings, build brand loyalty, and create unforgettable experiences for fans. By teaming up with the Sydney Swans, Princess Cruises is showing how sports and travel can work together to tap into dedicated fan bases while delivering a product that feels both premium and personal.
Plus, the cruise is also an opportunity to introduce a new wave of AFL fans to the joys of cruising. Princess Cruises is tapping into a fresh market of would-be cruisers, proving that sometimes the best way to move forward is to chart a course in a completely new direction.
With three ships based in Australia this summer season—Crown Princess and Royal Princess homeported in Sydney, and Diamond Princess in Brisbane—Princess Cruises is making waves in the local market.
Whether you’re a die-hard Swans supporter, an AFL fan, or just someone who appreciates a creative travel experience, this partnership is proof that there’s more to cruising than just the destination. Sometimes, it’s about who you share the journey with—and in this case, it’s a boatload of passionate Swans fans.