Channel Nine reported that Franklin has acquired celebrity agent Sharon Finnigan, who also manages Franklin's model girlfriend Jesinta Campbell.

Former Geelong and North Melbourne player Pickering released a statement to The Footy Show on Thursday night outlining his disappointment with Franklin's call.

"I'm disappointed but as Buddy would say himself, it is what it is. It's the game we're in. Buddy and I have never had a blue and as always I want him to do well."

Pickering, who works for Strategic Management, played a key role in shaping his former client's move from Hawthorn to Sydney, where he signed a nine-year deal believed to be worth $10 million and the richest struck in the AFL.

He also manages Franklin's current coach John Longmire, and had previously represented Hawthorn coach Alastair Clarkson - a relationship which ended after Pickering's role in assisting Franklin's move north.

Prominent celebrity agent Max Markson believed the move to ditch Pickering was a wise one.

"When you look at the number of endorsements Franklin has outside of playing football, there's not much there," Markson told radio SEN on Friday morning.

"I think going to a celebrity manager will bring a different perspective."

Markson suggested that Franklin and Campbell could combine to achieve extraordinary power, akin to Victoria and David Beckham in England.

"Look back at Michael Clarke and Lara Bingle. They did a number of campaigns together."

"Franklin's bigger than [Tony] Lockett, and he's definitely bigger than Warwick Capper."

It is believed however that. Pickering will still receive on annual commission on Franklin's contract with the Swans

Franklin's Swans face his former club Hawthorn at the MCG tomorrow night, with Sydney aiming for a 13th consecutive victory.