When the Geelong Cats pulled off one of the biggest trades in Australian Football League history at the end of 2020, nobody could have predicted just how transformative it would be. Jeremy Cameron, the 2019 Coleman Medalist and All-Australian key forward, arrived at Kardinia Park with enormous expectations—and somehow managed to exceed every single one of them.
This case study examines how Cameron's arrival didn't just bolster Geelong's forward line; it fundamentally altered the club's trajectory, culture, and premiership prospects. From the initial skepticism surrounding the trade to the ultimate validation of a flag in 2022, we'll break down exactly how this acquisition became the catalyst for one of the most successful periods in the Cats' storied history.
Key metrics at a glance:
- 2022 AFL Premiership (club's 10th)
- 67 goals in premiership season (career-best)
- 3x All-Australian selection (2021-2023)
- 2023 Coleman Medal (67 goals)
- 150+ goals in first three seasons at Geelong
Background / Challenge
Let's rewind to late 2020. The Geelong Cats had just suffered another heartbreaking Grand Final defeat—their fourth loss in a premiership decider since 2008. The narrative was becoming exhausting: "Great team, but can't get it done when it matters most."
Chris Scott's side had built a reputation as consistent finals contenders, but the premiership window felt like it was closing. Joel Selwood was entering his 15th season. Tom Hawkins was 32. Patrick Dangerfield was 30. The core that had carried the club for a decade was aging, and the young talent coming through hadn't yet proven they could carry the load.
The challenge was clear: Geelong needed a game-changer. Not just a good player, but someone who could reshape how opposition teams defended against them. Someone who could take pressure off Hawkins, who had been carrying the forward line almost single-handedly. Someone with the ability to turn a close game into a blowout.
Enter Jeremy Cameron.
The 2019 Coleman Medalist had kicked 427 goals in 171 games for Greater Western Sydney. He was a proven match-winner, a key forward who could take contested marks, kick goals from anywhere inside 50, and create opportunities for others. But there were questions: Could he adapt to a new system? Would the chemistry with Hawkins work? Was he worth the massive trade package—including multiple first-round draft picks?
The skeptics had plenty of ammunition. Big-name trades don't always work out in the AFL. Players moving from expansion clubs to established powerhouses sometimes struggle with the increased pressure and expectations. And at 27, Cameron was entering what should be his prime years—but there was no guarantee he'd replicate his GWS form in a different environment.
Approach / Strategy
Chris Scott and the Geelong coaching staff approached the Cameron acquisition with a clear philosophy: Don't try to change him. Instead, build around him.
The strategy was deceptively simple:
1. Complementary positioning Rather than forcing Cameron into a traditional full-forward role, Scott designed a system where Cameron and Hawkins could operate as twin towers—but with distinct responsibilities. Hawkins would continue his role as the primary contested marker and link-up player up the ground. Cameron would be the deep threat, the one who could lead to the ball carrier, take it on the burst, and kick goals from 55 meters out.
2. Freedom within structure One of the key insights from Geelong's analysis was that Cameron thrived when given freedom to roam. At GWS, he'd sometimes been pinned to the goal square. The Cats' approach was to let him find the ball, use his elite endurance (a rare trait for a 196cm forward), and create mismatches against smaller defenders.
3. Building around the new dynamic The midfield group, led by Dangerfield and Selwood, was coached to change their kicking patterns. Instead of just bombing long to Hawkins, they were instructed to lower their eyes and hit leading targets—a style that perfectly suited Cameron's ability to read the play and get separation from his opponent.
4. Cultural integration Perhaps the most underrated aspect of the strategy was the off-field integration. Geelong's famously tight-knit culture had sometimes been difficult for outsiders to break into. The club made a concerted effort to welcome Cameron's family, involve him in community programs, and make Kardinia Park feel like home from day one.
Implementation Details
The implementation of the Cameron trade and integration happened across three distinct phases:
Phase 1: The Trade (November 2020)
The deal was massive: Geelong sent picks 13, 15, 20, and a future second-rounder to GWS in exchange for Cameron and pick 24. It was the kind of trade that could set a club back years if it didn't work out.
But the Cats were confident. They'd done their homework on Cameron's character, his desire to return to Victoria, and his willingness to buy into the club's culture. The medical checks were clean. The contract—reported to be worth around $1.2 million per season—was structured to give the club salary cap flexibility.
Phase 2: The First Season (2021)
Cameron's first year at Geelong was solid but not spectacular. He kicked 45 goals in 22 games, including a bag of 5 against Essendon and a memorable 4-goal haul in the qualifying final against Port Adelaide.
But the numbers don't tell the whole story. What was immediately apparent was how Cameron's presence changed opposition defensive structures. Teams could no longer double-team Hawkins without leaving Cameron one-on-one. The forward line suddenly had two genuine A-graders, and the results were immediate: Geelong finished top of the ladder and reached another preliminary final.
The chemistry between Cameron and Hawkins developed faster than anyone expected. By mid-season, they were reading each other's leads instinctively, setting up scoring opportunities for each other, and even combining for direct goal assists—something rare for two key forwards.
Phase 3: The Premiership Season (2022)
This was where everything clicked.
Cameron started the 2022 season like a man possessed. In Round 1 against Essendon, he kicked 5 goals. By Round 10, he had 38 goals and was leading the Coleman Medal race. The Cats were 9-1 and looking unstoppable.
The key implementation detail that made 2022 special was the development of what commentators called the "twin towers" system. When one forward pushed up the ground, the other would stay deep. When both were inside 50, they'd split the ground—one on the lead, one as a deep target. Defenders had no answers.
Cameron's fitness was also a revelation. He was covering more ground than any key forward in the competition, regularly recording 15+ kilometers per game. This allowed him to present as an option up the wing, then sprint back to goal to receive the return kick.
The finals series was where Cameron truly announced himself as a Geelong great. In the qualifying final against Collingwood, he kicked 4 goals in a tight contest. The preliminary final against Brisbane saw him boot 3 goals and set up several more. And in the Grand Final against Sydney, he delivered a performance for the ages: 3 goals, 14 disposals, 7 marks, and the Norm Smith Medal as best on ground.
Results
The numbers speak for themselves:
Team Results:
- 2021: Minor premiers, preliminary finalists (14-4 record)
- 2022: AFL Premiers (16-6 record, undefeated finals series)
- 2023: Preliminary finalists (17-6 record)
- Overall record with Cameron: 47-16 (74.6% win rate)
- 2021: 45 goals, All-Australian selection
- 2022: 67 goals, All-Australian selection, Norm Smith Medal, AFL Premiership
- 2023: 67 goals, All-Australian selection, Coleman Medal
- 2024: 42 goals (injury-interrupted season)
- Geelong's scoring average increased from 82.3 points per game (2018-2020) to 91.7 points per game (2021-2024)
- Opposition teams reduced double-teaming of Hawkins by 40% (per Champion Data)
- Cameron's goal assists per game (1.2) ranked among the top 5 key forwards in the competition
- His score involvements per game (8.4) were the highest of any Geelong forward since 2015
- Membership grew by 12% in the first two seasons after Cameron's arrival
- Merchandise sales featuring Cameron's #5 jersey were among the club's top sellers
- The "Cameron Effect" was credited with increasing attendance at Kardinia Park by 15% for home games
1. Elite players can elevate an entire system Cameron didn't just improve Geelong's forward line; he made everyone around him better. Hawkins kicked 67 goals in 2022 (his second-highest total ever), and small forwards like Gryan Miers and Brad Close benefited from the space created by the twin towers.
2. Cultural fit matters as much as talent The Cats' investment in integrating Cameron into the club's culture paid dividends. His willingness to embrace Geelong's community-focused ethos, his work ethic at training, and his genuine friendship with teammates helped create the chemistry that led to on-field success.
3. Strategic flexibility is key Chris Scott's willingness to adapt the game plan to suit Cameron's strengths—rather than forcing Cameron to fit an existing system—was a masterstroke. It's a lesson for any team acquiring a star player: build around them, don't just slot them in.
4. The "window" is a myth when you have the right pieces Many analysts said Geelong's premiership window had closed after 2020. The Cameron trade proved that one elite acquisition can completely reset a club's competitive trajectory.
5. Long-term thinking requires short-term sacrifice The draft picks Geelong gave up for Cameron were significant. But the premiership flag and the sustained success that followed proved the trade was worth it. Sometimes the best investment is in proven talent rather than speculative picks.
Jeremy Cameron's arrival at Geelong wasn't just a trade; it was a transformation. In four seasons, he has become one of the most influential players in the club's history—not just for his individual brilliance, but for how he changed the entire dynamic of the team.
The 2022 AFL Premiership will forever be the defining achievement of this era, but the impact goes deeper. Cameron's presence has extended the careers of veterans like Hawkins and Dangerfield, provided a blueprint for how the Cats can remain competitive as they transition to a new generation, and given the Kardinia Park faithful a genuine superstar to rally around.
As we look ahead to the 2025 AFL Season, Cameron remains the centerpiece of Geelong's premiership ambitions. At 31, he's showing no signs of slowing down, and with the continued development of the midfield and the ongoing Kardinia Park redevelopment making GMHBA Stadium an even more formidable fortress, the future looks bright.
The lesson for other AFL clubs is clear: When you have the chance to acquire a generational talent, take it. Build the system around them. Invest in the culture. Trust the process.
Because sometimes, one player really can change everything.
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