Frawley died at the scene when his car hit a tree at Millbrook, 20 kilometres east of Ballarat, about 1.30pm on Monday. He was the only person in the car.

He turned 56 on Sunday.

It is understood Frawley's immediate family has been told of the tragic news.

Frawley, nicknamed "Spud" because he grew up on a potato farm, was one of game's most revered figures for his talent as a player and coach. He later captured a new generation of fans through his work as a radio personality and AFL commentator with Triple M, Fox Sports, SEN and the Nine Network.

He was also popular as a speaker, where he would share stories of leadership, men's health and his battles with depression and anxiety.

Frawley played 240 games for St Kilda before leading Richmond to a preliminary final as coach in 2001. St Kilda called in all staff for a meeting late on Monday afternoon.

He was a respected backman who captained the Saints for nine seasons. He also wore the cherished 'Big V' jumper in state of origin contests 11 times.

The 1988 all-Australian and Saints Hall of Fame inductee recently said he was interested in coaching AFLW after being inspired by a stint at the helm of his daughters' suburban footy team, Old Haileybury.

In the past 13 years, Frawley has endeared himself to a younger audience as part of the football entertainment show The Bounce on Fox Footy, striking up a jocular chemistry with former Hawthorn champion Jason Dunstall, Geelong and North Melbourne premiership player Cameron Mooney and basketball champion Andrew Gaze.

Frawley spent two seasons at Hawthorn in 2008 and 2009 as a part-time assistant and was a part-time defensive coach for St Kilda in 2014. His nephew, James Frawley, is a Hawthorn premiership player.

He was from Bungaree, near Ballarat, and made his senior debut with St Kilda in 1984.

Frawley leaves behind a wife, three daughters and a devastated legion of friends and fans.