RICHMOND'S remarkable 2017 released a pressure valve for Trent Cotchin and his family, with the premiership skipper a changed man, according to wife Brooke.

Cotchin endured the most difficult season of his career in 2016 and played under a "black cloud" as pressure mounted on the Tigers and their leaders on the way to a 13th-placed finish.

But the Tigers' emotional 2017, which ended with the club's first premiership in 37 years, has transformed the 27-year-old Brownlow medallist, whose role in the club's own cultural transformation has been hailed. 

"The change was massive. At the end of 2016 he was in a dark place and it took him a little while to realise," Brooke said as her husband was unveiled as this year's Formula One Grand Prix AFL ambassador.

"He knew he had to do something, because he wasn't happy and he wasn't enjoying his football, so he did that and I can't even describe what he's like now.

"He was always very calm and relaxed, but now nothing is an issue, there's never a negative comment, he always sees the positives in everything.

"That's what he's worked his way through and it's the reason they were able to achieve what they did last year."

Cotchin said she saw a new positive attitude throughout the club last season, with the players' emotional bonds one of the standout factors in their drive towards the premiership.

"Down in the rooms after the games, the boys were just so happy and wanted to be together … in the years before it wasn't like that," she said.

"I remember after the Geelong game (in round 21), they lost leading into finals and I was ropable, I was so angry and I was expecting Trent to be the same.

"I went down to the rooms and they were all happy as Larry. I thought, 'How can you be so happy after a loss?'

"Seeing them so happy is what sticks in everyone's minds at Richmond. That's what it was all about."

Cotchin said the 2017 premiership had meant there was "not as much pressure for Trent and on us as a family", but there were expectations from the couple's children for more success.

"Harper now thinks the cup is a regular thing, so she expects another one this year, so there is a little bit of pressure still," Cotchin said.

"It was an amazing thing and something we're so grateful for happening, especially with the girls being able to be there and see their daddy do that."

Three-year-old Harper will take part in the Junior GP Challenge at this year's Formula One, racing seven other children in battery operated cars.

Cotchin has replaced Geelong skipper Joel Selwood as the Grand Prix AFL ambassador.