Norm Smith Medal winner Will Ashcroft poses for a photo after Brisbane’s win over Geelong in the Toyota AFL Grand Final on September 27, 2025. Picture: AFL Photos

WILL Ashcroft spent a moment on Saturday morning watching YouTube highlights of his 2024 Norm Smith Medal-winning performance as he searched for a trigger to get himself in the right frame of mind for his second Grand Final. 

It’s not something the young Brisbane champion would normally do, but it might now become a habit after a brilliant performance against Geelong that saw the 21-year-old become only the third player in history to win back-to-back Norm Smith medals. 

2025 TOYOTA AFL GRAND FINAL Full match coverage and stats
MATCH REPORT Brisbane’s second-half blitz seals back-to-back flags
THE MOMENT Lachie’s legendary goal breaks Geelong’s spirit
TALKING POINTS Gun’s wayward day, Danger contained
LIONS PLAYER RATINGS Every player rated
CATS PLAYER RATINGS Every player rated
CHRIS FAGAN Fagan’s bold sub call proves a masterstroke
‘COULDN’T BE MORE GRATEFUL’ How dynamic Lion got through his toughest year
‘A BIT OF A MASTERSTROKE’ The call that made Lions star ‘bloody nervous’
‘IT’S HARD EITHER WAY’ Duo savour moment before tough contract calls
‘BROTHERHOOD IS A BIG THING’ Wounded Lion embraced after GF heartbreak
‘BIG GOLDFISH MINDSET How Ted Lasso inspired gun’s performance
‘SOMETHING I’LL CHERISH FOREVER’ Big O gets his flag redemption
‘NO EXCUSES’ Cats take stock after humbling loss

Twelve months after becoming the youngest Norm Smith medallist in the AFL era, Ashcroft cemented his legacy as one of the great Grand Final performers in just his third AFL season and 58th game. 

He was the dominant clearance player across four quarters in a tense and gritty match that swung on stoppages through the middle stages, finishing with 32 disposals and an equal game-high 10 clearances to spearhead the Lions’ fifth flag this century.  

His ability to dictate stoppages when the game was on the line saw him join Richmond champion Dustin Martin (2019-20) and Adelaide great Andrew McLeod (1997-98) as a back-to-back Norm Smith medallist and just the fifth multiple winner in the award’s history. 

Looking back at his own Grand Final history on Saturday morning proved an inspired form of preparation. 

“I had a little look at my highlights from last year this morning, just to remind myself,” Ashcroft said from the Lions’ changerooms, moments after singing the team song. 

“I’ve got so many things I can work on, so many little triggers for myself … but I just looked back at that as a bit of a reminder, ‘let’s get ready for the biggest game of the year’.

“That’s not something I’d usually do, but I thought just to get me in that right mindset and positive mindset to really attack it.”

Ashcroft grew up watching Grand Finals and dreaming of playing on the biggest stage. But he didn’t just want to play, he wanted to be a “difference maker”. That’s exactly what he was on Saturday when the game was on the line. 

“I’m a competitor, I want to play in the biggest games, I want to play in finals, I want to play in Grand Finals and win them,” Ashcroft said. 

“Everything I do is to put myself in a position to be here and play my best. Everything I’ve done in my life, it’s not something where I want to just contribute, I want to be a real difference maker.

Will Ashcroft in action during the AFL Grand Final between Geelong and Brisbane at Melbourne Cricket Ground on September 27, 2025. Picture: AFL Photos

“I can’t wait to get back to work in the off-season. I’ve got so many levels to get to individually.”

Ashcroft polled 13 votes to be a clear winner from co-captain and impenetrable defender Harris Andrews (six votes) and creative midfielder/forward Zac Bailey (five), who booted 3.6 from his 23 disposals.

It was a medal that could have been won by up to five different Lions, but Ashcroft, who entered the AFL with the premiership-winning genes of his father Marcus, separated himself with his clean and skilful disposal in the trenches.

It was the best stoppage performance of his career, while the young gun also laid a career-high eight tackles, flourishing in the combative conditions but bringing his own brand of sharp decision-making to the coalface. 

It’s why coach Chris Fagan was so keen to highlight on Saturday night that the Sandringham Dragons and father-son product was more than just a skilful player. 

“He loves the big games and he’s tough. He’s not just a skilful player, but a tough player as well and he’s still young. I couldn’t be more proud of him,” Fagan said. 

As tough as he was, Ashcroft’s class still proved pivotal on Saturday. When the game was crying out for a player to break the deadlock in the second quarter, the right-footer found space in the corridor to get the Lions’ ball movement going with eight disposals. 

He pushed forward to place a perfectly weighted pass into the path of teammate Hugh McCluggage for an important goal, and he showed strength to break a tackle at half-back when the Cats were surging late. 

His consistency through the game was a feature, with his clean hands in tight again important through the third quarter. His signature moment, however, came early in the fourth when the Lions were looking for the killer blow. 

In front of 100,022 fans, champion midfielder Lachie Neale farmed out a handball to Ashcroft at a forward 50 stoppage, with the young star darting onto his right foot to snap the goal that settled the 2025 Grand Final.   

His midfield coach, Cameron Bruce, probably watched him as closely as anyone and was proud of his ability to again stand up in big moments and will himself from contest to contest. 

“He was creative and strong and tough,” Bruce said. “He consistently produces in big games and we’re very fortunate to have a player like that with us.” 

Ashcroft fittingly received his medal from a fellow two-time winner and Hawthorn champion Luke Hodge, telling his teammates from the dais: “We just keep turning up, we keep battling through adversity.”

He was talking about the Lions’ ability to overcome significant obstacles this season, but he could easily have been addressing his own career arc, having fought back from an ACL injury in his debut season to become one of the game’s best midfielders.  

He reflected on Saturday night about that period on his career and it how it had taught him not to take anything in the AFL for granted. 

“It was one of the toughest times of my life,” Ashcroft said. 

“I did some work with the Children’s Hospital Foundation in Brisbane, just to try and stay grounded a little bit. I was in a dark space, but people are going through much worse than I was. 

“That helped me and carried me through that period, and when I did get back playing, I probably approached it in a little bit of a different way.” 

When the siren sounded on Saturday, Ashcroft pointed to the sky with both hands and ran straight to his younger brother Levi, who bolted from the interchange bench to celebrate after becoming a premiership player himself. 

It was a moment Will was desperate not to waste, with Levi – who was hoisted over the fence by his older brother to celebrate 12 months ago – still in disbelief on Saturday night. 

“I was just so proud of what he did out there. He won best-on again. He’s really taken his game to the next level this year, and I was so proud of what he did,” Levi said. 

“I ran straight to him, because I appreciate him so much, and what he’s done for my footy. It’s just a bit of an overwhelming emotion, to go straight to him.

“It’s so special and crazy to think 12 months on that I’m here in these exact same rooms, doing exactly what they did. I just can’t believe it.”

Levi (left) and Will Ashcroft celebrate Brisbane winning the 2025 Toyota Grand Final. Picture: AFL Photos

The Ashcroft brothers embraced co-captain Lachie Neale next, with the dual Brownlow medallist’s remarkable second half equally game-defining after starting as the substitute in his return from a calf injury. 

Combining with Will Ashcroft at stoppages, the pair drove an 11-goals-to-four advantage from stoppages and a 52-36 clearance win. It was the story of how the Grand Final was won.  

The Lions have a ‘caddy’ system at the club where senior players are paired with younger teammates to guide them and provide support on-field and off-field. Will Ashcroft has so far been paired with Neale, but the dual Brownlow medallist can see the pair flipping roles now. 

“He puts so much work into his craft and reminds me of me a little bit with the way he attacks his touch and his game,” Neale said. 

“I love playing with him, I love working with him. He’s flipped it around now, so maybe he can teach me a thing or two. 

“He’s written into the history books as a big-time player and a superstar.”  

Norm Smith votes

13 – Will Ashcroft, Brisbane Lions – 33322
6 – Harris Andrews, Brisbane Lions – 321
5 – Zac Bailey, Brisbane Lions – 2111
3 – Jaspa Fletcher, Brisbane Lions – 3
2 – Dayne Zorko, Brisbane Lions – 2
1 – Hugh McCluggage, Brisbane Lions – 1

Judges votes (3, 2, 1):

Andrew McLeod (Chair) – Will Ashcroft, Zac Bailey, Harris Andrews
Luke Hodge (Channel Seven) – Jaspa Fletcher, Will Ashcroft, Hugh McCluggage
Kate McCarthy (Triple M) – Harris Andrews, Will Ashcroft, Zac Bailey
Jack Riewoldt (Fox Footy) – Will Ashcroft, Harris Andrews, Zac Bailey
Adam Simpson (SEN) – Will Ashcroft, Dayne Zorko, Zac Bailey