BRISBANE Lions captain Jonathan Brown is concerned the game is losing its identity and becoming "soft" as it attempts broaden its appeal.

In his News Limited column on Friday, Brown said he was worried the AFL was becoming too image conscious as it attempted to clean up the game.

The observation was made after St Kilda's Justin Koschitzke and Sydney Swan Shane Mumford were hit with two-match suspensions for dangerous tackles during the week.

Brown is regarded as one of the toughest players of the modern era and said he was worried the game was losing the very thing that made it great.

"Let's get one thing straight, AFL footy is a contact sport … and while I understand times have changed, and I accept that society won't allow some of the crude stuff that used to go on, I'm worried we're getting a bit soft," he wrote.

"Like it or not, injuries are an occupational hazard in any contact sport at the highest level. If you don't like it, go and play a non-contact sport. If we take the physicality away, it'll be to the detriment of the game."

With the AFL adding new teams in Queensland and New South Wales, Brown said the race for youngsters was on.

"As a game we're in danger of getting carried away with image and being seen to do the right thing so as to impress the mums and get more kids playing junior footy," Brown said.

"I'm all for making the kids game as safe as possible, but don't sacrifice our wonderful product at senior level.

"We've taken the bump out of the game, but please don't take the hard tackle out of the game too."

Brown said it's like telling Formula One drivers they can only drive in second gear to minimize the chances of an accident.