THE AFL has apologised after a merchandise promotion suggesting a Sam Mitchell Brownlow Medal win was accidentally published on the ShopAFL website.   

A Hawthorn playing strip titled "Sam Mitchell 2015 Brownlow Medalist Signed Guernsey" (sic) was unveiled on the retailing website before being taken down by site administrators.

Six Brownlow memorabilia options were mocked up for when the winner was announced, the AFL said.

Human error led to the publishing of one of the six concept designs.

“AFL apologises without reservation to all fans (and) supporters who have been misled as (the) count continues to proceed live in Melbourne,” AFL spokesman Patrick Keane tweeted during the coverage. 

Nat Fyfe was later announced winner of the medal, with Eagle Matt Priddis runner-up and Mitchell third.