The 2017 AFL season marked a significant turning point for the Cats, a campaign that proved the doubters wrong and re-established Geelong as a genuine premiership contender. After a disappointing 2016 campaign that ended in a straight-sets finals exit, the Cats roared back with purpose, finishing second on the ladder with a 15-7 record and advancing to the preliminary final before falling just short of the Grand Final. This case study examines how Geelong rebuilt its identity, integrated new talent, and laid the foundation for sustained success that continues to resonate today.
Background / Challenge
Coming off a 2016 season that saw the Cats finish second but crash out of the finals in consecutive weeks, the narrative surrounding Geelong was one of decline. The core of the 2011 premiership side was aging, and questions swirled about whether Coach Scott could adapt his game plan to the modern AFL competition. The 2016 season preview had painted a picture of a team caught between eras—talented but inconsistent, experienced but vulnerable.
The challenges were significant. The Cats had lost key veterans through retirement and trade, while the competition had evolved with faster, more defensive structures. Kardinia Park, while still a fortress, no longer held the same intimidation factor it once did. The AFL Draft had not yielded immediate returns, and the VFL team, while developing talent, hadn't produced ready-made stars.
Most critically, the Cats faced an identity crisis. Were they still a powerhouse, or had they become a middle-of-the-road side living on past glories? The 2017 season would provide the answer.
Approach / Strategy
Coach Scott and his coaching staff took a three-pronged approach to revitalize the Cats:
1. Defensive Reinvention Geelong had built its reputation on attacking flair, but the 2017 strategy emphasized defensive accountability. The Cats implemented a more structured zone defense, reducing opposition scoring while maintaining their trademark transition game. This wasn't a complete overhaul—Geelong still wanted to move the ball quickly—but it added a layer of discipline that had been missing.
2. Youth Integration The Cats made a conscious effort to blood young talent, recognizing that relying solely on veterans would lead to another finals disappointment. Players like Tom Stewart (a mature-age recruit who would become an All-Australian), Brandan Parfitt, and Jack Henry were given significant roles, while the VFL team provided a steady pipeline of ready-made replacements.
3. Star Power Utilization Rather than asking Patrick Dangerfield and Joel Selwood to do everything, the coaching staff distributed responsibility. Dangerfield was allowed to play more forward, reducing his midfield load while increasing his scoring impact. Selwood remained the heart and soul, but his leadership was supplemented by emerging voices like Tom Hawkins and Harry Taylor.
Implementation Details
The 2017 season unfolded in distinct phases, each revealing a different facet of the Cats' character.
Early Season: Building Momentum Geelong opened with a thrilling win over Fremantle at Kardinia Park, followed by a statement victory against Hawthorn. The Cats won seven of their first nine games, establishing themselves as a top-four side. Dangerfield was dominant, averaging 30 disposals and kicking 15 goals in the first eight rounds.
Mid-Season: Testing Resilience The Cats hit a rough patch in rounds 10-14, losing three of five games. A controversial loss to Richmond at the MCG exposed weaknesses in the Cats' defensive structure, while a shock defeat to Brisbane at the Gabba raised questions about consistency. However, the Cats responded with four consecutive wins, including a dominant performance against Sydney at GMHBA Stadium.
Late Season: Finals Preparation Geelong finished the home-and-away season with wins over Collingwood and Greater Western Sydney, securing second place on the ladder. The Cats' percentage of 119.8 was the second-best in the competition, highlighting their ability to win both close games and blowouts.
Finals Series: The Run In the qualifying final, Geelong faced Richmond at the MCG in front of 95,000 fans. The Cats led by 15 points at three-quarter time but were overrun in the final term, losing by 22 points. It was a devastating blow, but the Cats regrouped for a semi-final against Sydney at the SCG.
The semi-final was a classic. Geelong trailed by 10 points at halftime but dominated the second half, winning by 16 points. Dangerfield was immense with 35 disposals and two goals, while Selwood's leadership in the clinches was inspirational.
The preliminary final against Adelaide at the Adelaide Oval was a bridge too far. The Cats fought hard but were outclassed by the eventual premiers, losing by 61 points. It was a disappointing end, but the season had already exceeded expectations.
Results (Using Specific Numbers)
The 2017 season produced tangible results across multiple metrics:
Team Performance:
- Finished 2nd on the ladder with a 15-7 record
- Advanced to the preliminary final (top 4 finish)
- Won 8 of 10 games at Kardinia Park
- Averaged 92.4 points per game (4th in AFL competition)
- Conceded 78.2 points per game (3rd best defense)
- Patrick Dangerfield: 29 Brownlow Medal votes (2nd place), 35 goals, 664 disposals
- Joel Selwood: 22 Brownlow Medal votes (6th place), 27 goals, 583 disposals
- Tom Hawkins: 53 goals (equal 5th in Coleman Medal race)
- Tom Stewart: All-Australian selection (debut season)
- Zach Tuohy: 3rd in best and fairest (career-best season)
- 100th game for Mitch Duncan
- 150th game for Harry Taylor
- 200th game for Joel Selwood (achieved in round 14)
- Average home attendance: 42,300 (highest since 2013)
- Membership: 65,000+ (club record at the time)
- GMHBA Stadium redevelopment: Phase 1 completed, increasing capacity to 36,000
1. Defense Wins Finals (But Offense Gets You There) Geelong's improved defensive structure allowed them to compete with the best teams, but their inability to score in the final quarter of the qualifying final cost them a shot at the Grand Final. The lesson: you need both ends of the ground firing in September.
2. Youth Development is Non-Negotiable The emergence of Tom Stewart, Brandan Parfitt, and Jack Henry proved that the Cats could develop talent through the AFL Draft and VFL team. This pipeline would become crucial in the years ahead as the 2011 premiership core aged out.
3. Star Power Has Limits Despite having two of the league's best players in Dangerfield and Selwood, the Cats couldn't overcome a deeper, more cohesive Richmond side. The lesson: individual brilliance can get you to the finals, but team structure wins premierships.
4. Home Ground Advantage is Real Kardinia Park remained a fortress, with the Cats winning 80% of their games there. The ongoing GMHBA Stadium redevelopment would only enhance this advantage in future seasons.
5. Resilience Matters The Cats bounced back from a mid-season slump and a heartbreaking qualifying final loss to win a semi-final on the road. This mental toughness would serve them well in subsequent campaigns.
The 2017 season was a statement year for the Cats—a return to relevance and a blueprint for sustained success. While falling short of the Grand Final was disappointing, the campaign demonstrated that Geelong remained a force in the AFL competition. The integration of young talent, the defensive reinvention, and the continued brilliance of Dangerfield and Selwood provided a foundation that would carry the Cats through the remainder of the decade.
Looking back from the perspective of the 2025 AFL season, the 2017 campaign stands as a pivotal moment in Geelong's championship history. It wasn't a premiership year, but it was the season that proved the Cats could adapt, evolve, and compete at the highest level. The lessons learned—about defense, youth development, and resilience—would inform the club's approach for years to come.
For fans, the 2017 season was a reminder that the Cats are never truly down. The club's culture, built on decades of success, ensured that even in transition, Geelong remained a contender. The finals return was just the beginning of a new chapter in the Cats' storied history.
As we look ahead to the 2025 season, the echoes of 2017 can still be heard. The same principles—defensive discipline, youth integration, and star power utilization—continue to guide the club. The Cats have evolved, but the foundation laid in 2017 remains as strong as ever.
For more on Geelong's championship history, including the 2016 season preview and the 2014 season highlights, explore our comprehensive coverage. The Cats' journey is far from over, and the 2017 season was a crucial chapter in the ongoing story of one of the AFL's most successful teams.
This article is part of the Geelong Cats Insider championship history series, covering the key moments and seasons that have defined the club's legacy.
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