Tributes have flowed from across the AFL community for former St Kilda star and Richmond coach Danny Frawley after he died in a car crash west of Melbourne on Monday afternoon.

Key points: Frawley died at the scene of a single-car crash in Millbrook, near Ballarat

Frawley died at the scene of a single-car crash in Millbrook, near Ballarat He was an AFL legend who captained St Kilda from 1987 to 1995

He was an AFL legend who captained St Kilda from 1987 to 1995 He has been remembered for his "incredible passion" and "boundless enthusiasm"

Frawley, 56, died at the scene of the single-car crash in Millbrook, near Ballarat, about 1:30pm.

AFL chief executive Gillon McLachlan said the death was a "devastating day for the wider football community".

"Danny was passionate about footy and passionate about people. He made such a positive and lasting influence on so many in our game," he said in a statement.

Frawley was born on September 8, 1963 and grew up in Bungaree in country Victoria.

He was a potato farmer before being recruited to St Kilda from Ballarat, which earned him the nickname Spud.

Frawley played 240 senior matches for St Kilda between 1984 and 1995, captaining the Saints from 1987 to 1995.

He won the club's best and fairest award in 1988 and earned All Australian honours the same year.

He also represented Victoria at State of Origin level from 1987 to 1994.

Frawley left Richmond in 2004 after five years as coach. ( AAP: Joe Castro )

Frawley later became head coach of Richmond in 2000 and led the Tigers to a preliminary final appearance the following season.

He finished up as Richmond coach in 2004 after the club managed to win just four matches during a season in which they finished bottom on the ladder.

Frawley's coaching career was not restricted to just the Tigers, as he was also as an assistant coach to Tony Shaw at Collingwood for three seasons in the late 1990s and more recently served in roles with Hawthorn and the Saints.

He held down the position of chief executive of the AFL Coaches Association from 2008 to 2014.

Frawley enjoyed a successful media career across both TV and radio, working with Fox Sports, the Nine Network, Triple M and SEN during his post-playing days.

His family has had a rich history in the VFL and AFL — Frawley was the nephew of Collingwood legend Des Tuddenham, who also played for Essendon, and uncle to James Frawley, a Hawthorn premiership player.

Police said the exact cause of the crash had yet to be determined and that Frawley was the only person in the car.

He is survived by his wife Anita and their three children, Chelsea, Keeley and Danielle.

St Kilda remembers 'a favourite son'

St Kilda President Andrew Bassat said the club was incredibly saddened by Frawley's death.

"He was a larger-than-life character, a generous and warm personality, and a favourite son who has left an indelible mark on St Kilda," he said in a statement.

Frawley captained the Saints from 1987 to 1995. ( Australian Football )

His former Saints teammate Nathan Burke told the ABC he was a "legend of the club".

"There isn't an element of this great game that Danny didn't touch and have a positive influence over, so I think the whole football community will be feeling this one."

Burke said he would remember Frawley's "boundless enthusiasm".

"Everything he did, he did at 100 per cent. So I'll probably miss that the most."

Frawley spoke publicly about struggles with his mental health in recent years, telling the Herald Sun in 2017 he suffered from clinical depression.

He said he was "not embarrassed by it any more" and wanted to use his experiences to help others.

Space to play or pause, M to mute, left and right arrows to seek, up and down arrows for volume. Watch Duration: 1 minute 15 seconds 1 m 15 s Matt Finnis said St Kilda was left "heartbroken" by Frawley's death.

'He was simply everyone's mate'

Foxtel chief executive Patrick Delany and Fox Sports head Peter Campbell said in a statement the television station had "lost one of its own".

"[He was] a leader, a man of incredible passion, insight and love for his family and for his game, AFL," the statement said.

"Our deepest love and wishes go to wife Anita and their three daughters Chelsea, Danielle, and Keeley and to his many teammates, both in front and behind the camera.

"It is a tragic time for all."

Frawley became involved in commentary after he stopped coaching. ( Facebook )

Frawley's colleagues at radio station SEN, where he worked for many years, said they were "shocked and saddened" to learn of his death.

"Danny was simply loved. A true Australian character; a brilliant entertainer; a selfless father, husband and friend," Pacific Star Network managing director Craig Hutchison said in a statement.

"He epitomised the spirit of the St Kilda football club and his football legacy as a player, coach, administrator and media performer is enormous.

"But his sense of community and the way he inspired others will be forever remembered.

"Like the entire football world, and the broader Victorian community, we are stunned and shattered at this extraordinary loss.

"He was simply everyone's mate."

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