Nat Fyfe has won the Brownlow Medal as the AFL's most valuable player -- but a disastrous error on the league's website led many to believe the winner was someone else.
The Fremantle star won the AFL's annual player-of-the-year award, but a gaffe on the AFL's online shop more than an hour before the announcement had many thinking the Brownlow would belong to a rival player.
The AFL advertised Hawthorn contender Sam Mitchell as the 2015 Brownlow Medallist and offered fans the chance to buy a signed jersey.
The jersey was quickly pulled after the error was picked up on Twitter.
The AFL's own media department then apologised, describing the error as an "epic fail".
Fyfe's Dockers were knocked out of the AFL by grand finalists Hawthorn in Friday night's preliminary final.
The Hawks will play West Coast in the decider at the MCG on Saturday.