PORT ADELAIDE premiership hero Byron Pickett will present the Norm Smith Medal to the player judged to be the 2020 Toyota AFL Grand Final’s best player.

Pickett, who won the 2004 Norm Smith in the Power’s inaugural AFL premiership with his three goals and 20 possessions, will be in Brisbane to hand over the medal on October 24.

He is among three greats of the game who will be on hand to present the awards given out on the night.

Brisbane's triple premiership star Simon Black will present the premiership cup to the winning captain after being named as the cup ambassador.

AFL Legend Malcolm Blight will present the Jock McHale Medal to the winning coach. 

Speaking at the official launch of the 2020 Toyota AFL Finals Series in Brisbane, AFL CEO Gillon McLachlan said he didn't want to tempt fate but said it had been an amazing season to date.

"The team that wins the premiership will go down as one of the all-time greats and I sincerely believe that," McLachlan said.

"It will have achieved success in what will go down as one of the most challenging seasons in the history of our game. 

"I'm a big believer in karma, we've got nine games to go.  

"We're not there yet, but I think beyond getting it done, it's been a compelling season." 

The finals start on Thursday night with Port Adelaide hosting Geelong before Brisbane hosts its bogey team Richmond the following night.

Three of the four finals are expected to be sold out, with Adelaide, Brisbane (28,000) and Perth (35,000) tipped to reach current capacity. 

McLachlan said the Grand Final crowd could exceed the current projection of 30,000, but would depend on advice from the Queensland government. 

"It's been an ultramarathon," he said. 

"It's definitely going to be relief (to finish)."