A curious debate between the AFL and Fremantle has emerged over the Dockers’ use of their iconic ‘Wharfie Time’ experience.
The Dockers hit the button on Wharfie Time when games are close in the final quarter, but they are certainly cautious of overuse, making it a rare and exciting event when it does go off.
WATCH THE VIDEO ABOVE: Fremantle’s Wharfie Time sparks AFL finals debate
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The AFL, however, is keen for them to use it more given it is a pulsating live experience and brilliant TV as well.
“The AFL is saying, ‘what are you doing, guys? We love Wharfie Time,’” journalist Caroline Wilson revealed on Channel 7’s The Agenda Setters.
So far Wharfie Time has only been called on once this season, and that was for the thrilling Round 9 clash with Hawthorn which was decided by 15 points.
At the time, however, Fremantle was trailing by four points when the bell rang across Optus Stadium to whip the crowd into a frenzy and signal the start of Wharfie Time.
Fremantle stages a dramatic late comeback during a high-pressure moment in an AFL match, with the crowd in full voice as the team kicks a goal to take the lead.
Amazing scenes followed, as the scoreboard lit up and the home crowd stirred.
“This is what they call Wharfie Time. The bells are ringing, the crowd is generating a lot of noise, the flags are a-waving,” star commentator Brian Taylor said during that game. “They’re within a straight kick here, Fremantle. Wharfie Time!!! Can you believe we’d ever been involved in Wharfie Time?”
AFL expert Kane Cornes believes the Dockers’ sparing use of the tradition is precisely what gives it such powerful impact when they desperately need it, making it the perfect execution of what started as a gimmick.
As well as AFL HQ wanting to use it more, Fremantle are wondering if they can use it in the finals … and in the grand final at the MCG (if they make it).
If they do make the grand final, they will be the top seed (as minor premiers) and therefore have homeground rights, as such.
Last year, top seed Geelong was granted permission to play songs, while Brisbane were also allowed to play Country Road, Charlie Cameron’s goal celebration song.
“Now, the AFL hasn’t actually thought about this and maybe they should,” Wilson said on The Agenda Setters.
“They want Wharfie Time (on grand final day), and the AFL can’t give me an answer as to what they’re going to say.”
Wilson was also probed on who made the Wharfie Time call during games, revealing that the order came from CEO Simon Garlick.
The CEO, Simon Garlick, is the sole controller. He won’t admit it. I’ve quizzed him about it. He refuses to say it’s him. He is the man who has the link to the scoreboard man or woman who puts on wharfie time.
“The CEO, Simon Garlick, is the sole controller,” Wilson said.
“He won’t admit it. I’ve quizzed him about it. He refuses to say it’s him.
“He is the man who has the link to the scoreboard man or woman who puts on Wharfie Time.”
Wharfie time first became public in 2009 as part of a trademark built by then-captain Matthew Pavlich and his team.
Pavlich, a Fremantle legend, gave a famous speech in the team huddle, which finished with the line, “Hey, put on your Superman cape, boys. It’s Wharfie Time.”
The tradition centres on three key areas: discipline, unity, elite
The tradition was revived in 2024, not long after the death of former Fremantle forward Cam McCarthy.
Ironically, Pavlich is now CEO of Sydney, the club that could face the Dockers in the grand final.
