Nike called Daicos’ Brownlow win ‘inevitable’. His new votes record was years in the making

Nike was right – it was inevitable.

After consecutive runner-up finishes, and a third placing before that, Collingwood champion Nick Daicos is finally a Brownlow medallist.

Daicos’ major sponsor Nike boldly took out front-page newspaper ads on Monday featuring a photo of the star Magpie, the famous swoosh logo, and the word “Inevitable”.

The iconic brand’s confidence was vindicated when the 23-year-old midfielder, wearing custom swoosh cufflinks, won in record-breaking style, beating dual winner Patrick Cripps’ extraordinary 2024 tally of 45 votes with a new count-high total (in the 3-2-1 system) of 47.

The shortest-priced favourite in the event’s history also set a new benchmark of 13 best-on-ground performances and polled in 18 of his 22 matches.

Daicos’ victory was sealed with three rounds to go – when he was 10 votes clear – and he eventually equalled Richmond legend Dustin Martin’s record winning margin of 11 votes from 2017, ending his multi-year run of being a beaten Brownlow favourite.

“I’ve learnt not to trust the betting markets,” Daicos said after receiving his Brownlow Medal from last year’s winner and former Carey Grammar teammate Matt Rowell.

“But, no, there is [relief]. It’s a massive award, and I’m so privileged to be up here. I can’t believe I’m a Brownlow medallist.”

Geelong superstar Bailey Smith (36 votes), Western Bulldogs captain Marcus Bontempelli (34), Melbourne skipper Max Gawn (28), North Melbourne’s Harry Sheezel, Blue Patrick Cripps and Brisbane’s dual North Smith medallist Will Ashcroft (27) finished behind Daicos.

Sydney’s Isaac Heeney was a further vote back on 26 with Zak Butters, but was unable to attend the event after his role in the Pullman Hotel saga.

Speaking during the count, Bontempelli said Daicos was the AFL’s best player and had changed the sport with his ability to impact the game with pure hard work and his offensive skills.

Daicos revealed post-count that his brother and teammate Josh and father Peter – one of Collingwood’s all-time greats – were instrumental in him developing his famed work ethic.

Nick and Josh spent countless afternoons as teenagers with their dad at Greythorn Falcons honing their skills.

“I feel like from a young age, I probably had more talent [than others] and didn’t work as hard, and had some chats with Dad and Josh as I grew up,” he said.

“It was a realisation I wanted to play AFL, and that I needed to train harder. I walk into the club every day, and I’m immensely grateful to be an AFL footballer.

“I think I owe it to the Collingwood Football Club to train with an intensity, and I feel like as a leader at the club, I can’t ask the bloke next to me to put his backside on the line and train really hard if I’m not doing it myself. I try and lead by example.”

Daicos’ profile and ability to influence young, adoring fans isn’t lost on him, either.

He used part of his acceptance speech to single out eight-year-old fan named Logan, who is battling cancer.

“I worked closely with him this year, and I think that just shows the platform we can have in impacting people like that – we send videos back and forth throughout the week, and we’re only able to do that and put a smile on his face because we’re playing footy, but then at the same time I think he’s probably taught me more than I’ve taught him,” Daicos explained.

Growing up, footballs were banished from the house by Nick and Josh’s mother, Colleen, but the boys quickly found an alternative.

“Dad was creative. He’d scrunch the toilet paper up into this little oval shape, and then we’d go to Officeworks, get some sticky tape, and wrap it the whole way around,” he said.

“I think it worked for everyone because we weren’t getting the red marks on the wall, so Mum was happy, too.”

Daicos’ Brownlow victory followed him also collecting the AFL Players’ Association’s MVP and AFL Coaches’ Association’s player of the year, becoming the first footballer to claim all three since Lachie Neale six years ago.

His latest honour makes him arguably the most accomplished young player ever, swelling a resume that already includes the Magpies’ 2023 premiership and four All-Australian selections.

Daicos will almost certainly win a third Copeland Trophy next month as well.

He is the 10th Magpie to win a Brownlow Medal and first since Dane Swan 15 years ago, also joining Syd Coventry, brothers Albert and Harry Collier, Marcus Whelan, Des Fothergill, Len Thompson, Peter Moore and Nathan Buckley.

Daicos polled maximum votes in each of his first three games – either side of the Magpies’ round two bye – before he was a late withdrawal with a corked calf against Brisbane. That was the only match he missed all season.

Daicos’ streak of maximum votes ended in a round five loss to Fremantle, where he still polled one off a 31-disposal effort, and it was enough to break an early deadlock with fellow great Bontempelli.

Zak Butters briefly snatched a one-vote lead in round 10, but Daicos was back on top a round later when he was best afield against West Coast as Scott Pendlebury broke the VFL/AFL games record with his 433rd appearance.

Smith drew level with the gun Pie on 23 votes in round 14, with Butters a single vote back, before Daicos shot away again a round later with three votes after a 41-touch masterclass at Port Adelaide’s expense.

That was when Daicos made his move, turning an entertaining count with superstars spread across the leaderboard into a demolition, like a Melbourne Cup winner turning for home.

The man in the No.35 secured maximum votes in six straight matches between rounds 15 and 20 in an incredible purple patch to kick clear of the field and end any doubt about the result.

Daicos polled 11 votes to finish equal 27th in his debut season in 2022; came third with 28 votes in 2023; second with 38 votes in 2024; and second with 32 votes last year.

Umpires had access to player statistics for the first time this year to help with voting.