Predicted by many to be a failure from its earliest of days, and repeatedly referred to as a generational project by the league, we went through the clubs annual reports to get a true picture of where the club sits in the Australian sporting landscape.
The Suns havent been the most profitable of clubs, but overall theyve shown total losses of 1.755m over the last 13 years – which is easy to do if the AFL keeps topping up your funds.
The club has collected $160 million over the leagues base distributions since 2012, and $41 million over the clubs share of the media deals. (This supposes that all clubs are worth the same under the media deal). Annually, this is an additional $12m over the base, and $3 million over their rights share.
Its worth noting that clubs like the average distribution from the league was $21 million in 2024, with the Suns coming in at $34 million. With the distribution to the club showing no signs of decreasing any time soon, this could be cause for concern, especially with clubs that are recieving a third of that.
All that said, the additional 3m over their media rights is less worrisome than it appears, the Club delivers additional value to the league through development programs, academies and promotional work that is probably worth more than that alone.
Membership and ticketing revenues are rising and are just short of what North Mellbourne made from them last year. Sponsorship revenues are just short of established clubs like the Western Bulldogs. These are encouraging signs from a club that has come in for considerable criticism over its percieved lack of support. The revenue doesnt lie.
The AFL prides itself on an attendance culture and it looks like the Suns are finally getting on board. Attendance numbers are now passing the 2014 benchmark after years in the football wilderness.
All in all, the Suns results are promising – but Queenslanders are also notable for bandwagons. Llike the Giants, the AFL distribution just keeps going up and up, its going to be a long time, if ever the club gets down to even a North/Saints level of funding.
As noted earlier, The 3 million over their “share” of the media rights deal is likely more than accounted for by their value to the AFL in northern development and promotion. I can certainly make a justifiable case for the club to continue with AFL support.
I would suggest that anyone who thinks the club is a failure needs to take a closer look at how the Club, and the AFL, works.
References
Gold Coast Football Club Annual Reports
AFL Annual Reports
| 2011 | 2012 | 2013 | 2014 | 2015 | 2015 Concise | 2016 |
| 2016 Concise | 2017 | 2017 Concise | 2018 | 2018 Concise | 2019 | 2019 Concise |
| 2020 | 2020 Concise | 2021 | 2021 Concise | 2022 | 2022 Concise | 2023 |
| 2023 Concise | 2024 | 2024 Concise |
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