With all AFL clubs now reporting in for the year, its time to take a look at the goodies contained in their annual reports.
Total Club revenues came to $1.355 billion for 2024 – up 9.8% on 2023, with 420.8 million contributed from League HQ through media rights distributions, signage, game sales, afl membership and development funding (31%). The average AFL club generated 75m a year for 2024.
Leading the charge was the Tigers, thanks in large part to their Leisure Group revenue, Carlton in second place – in part due to their Pokies venues, followed by West Coast and Brisbane (the latter also due to Pokies venues).
Only St Kilda and Melbourne attracted less revenue than in 2023, narrowly down 1.7% and 0.99% respectively.
Clubs in NSW experienced the biggest revenue increases up 21.95% YoY, and up 35.8% since 2019. Queensland teams also had good news up 16% YoY and up 52% since 2019. Collectively the Non Victorian clubs rose 12% to 592.53m in revenue, while the Victorian clubs rose 8% to 763.22m
Clubs collectively reported comprehensive profits of 99m for 2024, up 31.59% on 2023, however some clubs have government grants included in this.
From here it gets a little murky at times, some clubs combine certain parts of their revenue with others.
AFL Distributions
Clubs reported 380.14m in AFL and associated revenues, while the league reported club distributions of 420.8m. Collectively club distributions rose 6.8% according to their annual reports. The base distribution was 12.2m per club – all clubs exceeded this. The club average was 19.2m according to their reports.
The usual suspects lead the way here with the leagues two newest clubs collecting 34m from the AFL (about 22m over base), while Brisbane was the only other club to take more than 30m from the league.
For the Victorian clubs, North and the Saints both exceed 25m from the AFL.
Oddly enough GWS were the only club to report more than the AFL – this in part because they include gate revenues with their AFL distributions (about 2.592m)
Membership and Match Returns
Clubs collectively took in 395.53m in membership and match returns in 2024. This figure was up 10.73% YoY and up 34.5% since 2019. This typically includes reserved seating, general admission, signage and other revenues related to match income. The club average was 22.1m for 2024.
Collingwood lead the way for the first time in an area long led by the Eagles who dip slightly into second place. Geelong bringing up third place with their upgraded venue delivering financial results. The Dockers, Tigers, Blues and Bombers the only other clubs to top the 25m mark.
The AFLs newest duo bringing up the rear with Gold Coast and GWS both sub 10m.
Geelong had the largest increase by percentage, adding 27% in this category in 2024, while the Lions also had a a greater than 20% jump in matchday revenues. At the tail end, Richmond, Western Bulldogs and Melbourne were the only clubs to drop off YoY.
Collectively, the non Victorian clubs took in 160.8m in match related returns, while the Victorian clubs bought in 234.7m for 2024. NSW and QLD clubs both experience increases of 26% and 20% respectively – Queensland club revenues in particular have had an 80% increase in the last 5 years.
Sponsorship and Marketing
AFL clubs took in 306.7m in Sponsorship, Marketing and corporate hospitality in 2024. This was up 2.6% YoY and up 37% since 2019. The club average was 17m in 2024.
As usual West Coast lead the way in this department – while specific “sponsor revenues” are low, their corporate box revenue is unbelievable.The Swans have moved into second place, while Collingwood and Port Adelaide are the only other clubs to exceed 20m last year.
Gold Coast remains at the bottom of the tree here, but GWS are doing better in this department than several Melbourne clubs including Melbourne, North melbourne, St Kilda and the Western Bulldogs.
The Bulldogs had the biggest percentage increase, up 44% YoY, while the Swans jumped 20%, the Lions 17% and Port Adelaide also recorded double digit growth.
NSW teams experienced the greatest growth here combining for 15% YoY, while the Queensland teams delivered 10% growth. Collectively, the non Victorian sides brought 150.39m to the table in Sponsorship/Marketing, to the Victorian 155.68m.
Assets
The AFL and its clubs combined have 2.058 billion in assets, 740m in liabilities and 1.317b in equity. Clubs are holding 207m in cash and cash equivelants, while the league has 175.74m in cash and equivelants.
West Coast and the Bulldogs both report more than 100m in Equity, while Hawthorn notes it has 94m in Equity. Its a long way back to Carlton, Collingwood and Brisbane in the 60m bracket.
Football Department Expenses
Collectively clubs spent more than 513m on their football departments in 2024, up 7.8% on 2023.
Brisbane lead the way here, although not by much, spending almost 37m on Football department expense. Adelaide didnt give any data for this, while the Hawks and Suns only list “other football expenses” while lumping all employee wages, including players togather.
Excluding these three, the average AFL club now spends 33.8m per year on its football department, up from 27m five years ago.
