Fremantle have never won an AFL premiership dating back to their 1995 inception – but it seems the league believes that will change this September.

CEO Andrew Dillon and his colleagues at AFL House last month attempted to trademark the term ‘WHARFIE TIME’, a reference the footy club has long used to urge the Dockers to victory at home games, the AFR reported.

The phrase was initially coined by former captain Matthew Pavlich in 2009, when he told his teammates ‘put on your Superman capes, it’s wharfie time’.

It is understood the league is keen to make the most of the lucrative merchandise and marketing that would follow Fremantle’s long-awaited inaugural flag.

Dockers fans have reason to feel optimistic after years of heartache, with the team sitting in second spot after eight rounds, with only one defeat at the hands of Geelong.

Impressive triumphs against the likes of Adelaide and Collingwood have supporters daring to dream, as well as already having bragging rights from the derby win versus West Coast on April 19.

Which team will take over from reigning premiers Brisbane (pictured) this year? The AFL is betting on the Fremantle Dockers

CEO Andrew Dillon and his colleagues at AFL House have attempted to trademark the term ‘WHARFIE TIME’, a reference the footy club has long used to urge the Dockers to victory at home games 

The phrase was initially coined by former captain Matthew Pavlich in 2009, when he told his teammates to ‘put on your Superman capes, it’s wharfie time’

West Coast premiership-winning coach Adam Simpson believes so, declaring they are the ‘real deal’.

‘I’m all in on Fremantle,’ Simpson said on SEN’s Crunch Time. ‘Last year, I just didn’t think they were quite ready.

‘A bit young, bit immature, parts of the game weren’t quite together, but now they look strong and tough.’

On Thursday night in Perth, Fremantle has the chance to show they are genuine title contenders when they host Hawthorn in a blockbuster at Optus Stadium. 

In an ominous statistic, the Dockers have won seven of their past eight clashes against the Hawks and only lost to them once at Optus Stadium, nine years ago.

Luke Jackson is the player Hawthorn need to contain – and coach Sam Mitchell knows it won’t be an easy task.

‘He (Jackson) is a unique type of player (given he can play ruck or as a forward) so he’s potentially going to create some problems for us,’ he said.

‘Jackson was pretty potent in the air (against the Western Bulldogs)…(but) we have a couple of strategies for him.’

Hawthorn are also entrenched in the top four, and will be buoyed following their last start draw against Collingwood at the MCG.