In a potential Brownlow Medal night blunder, the AFL website has apparently crowned Hawthorn midfielder Sam Mitchell as the winner of the award before the end of the count.

A Hawthorn playing strip titled “Sam Mitchell 2015 Brownlow Medalist Signed Guernsey” was unveiled on the AFL’s online store before being taken down by site administrators.

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AFL media relations manager Patrick Keane later moved to calm the storm that exploded across social media tweeting the following: “Epic fail on website.

“AFL had six Brownlow memorabilia options ready to go 4 when winner named. Human error went live with no result known.”

“AFL apologises without reservation to all fans / supporters who have been misled as count continues to proceed live in Melbourne.”

Whether the piece of memorabilia, stamped `concept purposes only’ and oddly priced at $1,364, proves to be a false dawn, a case of covering all your options or an early sign of the result will become known later on Monday.

Fremantle’s Nat Fyfe made the early running in the count, as expected.

@AFL_PKeane pic.twitter.com/yx0Og4YSka

— Nadsy (@adamtaylor1110) September 28, 2015