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Official Club Stuff 2025 Annual Reports

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Not this year dave10 !!!!!!!

Will post reports as they come. Previous Reports

Club
AFL1990199119921993199419951996
19971998 (pt 1)1998 (pt 2)1999 (pt 1)1999 (pt 2)2000 (pt 1)2000 (pt 2)
2001 (pt 1)2001 (pt 2)2002 (pt 1)2002 (pt 2)2003 (pt 1)2003 (pt 2)2004 (pt1)
2004 (pt 2)200520062007200820092010
201120122013201420152015 Concise2016
2016 Concise20172017 Concise20182018 Concise20192019 Concise
20202020 Concise20212021 Concise20222022 Concise2023
2023 Concise2024
AdelaideCons.200920102011201220132014
2015201620172018201920202021
20222023
BrisbaneCons.200920102011201220132014
2015201620172018201920202021
202220232024
CarltonCons200820092010201120122013
2014201520162017201820192020 (issu)
2021202220232024
CollingwoodCons200620072008200920102011
2012201320142015201620172018
201920202021202220232024
EssendonCons200120022003200420052006
2007200820092010201120122013
2014201520162017201820192020
2021202220232024
Fitzroy1993
Fremantle2013201420152016201720182019
20202021 (issu)202220232024
GeelongCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
Gold CoastCons201120122013201420152016
2017201820192020202120222023
2024
GWSCons201220132014201520162017
2018201920202021202220232024
HawthornCons200620072008200920102011
2012201320142015201620172018
201920202021202220232024
MelbourneCons200820092010201120122013
2014201520162017201820192020
2021202220232024
KangasCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
PowerCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
RichmondCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
St KildaCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
SydneyCons201320142015201620172018
201920202021202220232024
West CoastCons201320142015201620172018
201920202021202220232024
Western BulldogsCons200520062007200820092010
2011201220132014201520162017
2018201920202021202220232024
SANFL2006200720082009201020112012
2013201420152016201720182019
20202021202220232024
WAFC2006200720082009201020112012
2013201420152016201720182019
20202021202220232024
AFL Canberra20072008200920102011
AFL NT201220132014AFL Scope
AFLPA CBA1994-951995-981998-20032003-082007-112012-162015-16
2017-222023-27
AFL Stadia20162017201820192020
AFL Sydney20142015
AFL Tas20122013
AFL Victoria2002200320042005200620072008
20092010
 
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Revenue
Club2018201920202021202220232024
Adelaide56.0658.21138.38748.11755.00257.5562.06
Brisbane55.60558.90349.68681.721103.68182.7192.52
Carlton62.81571.17250.21379.27992.77493.2897.52
Collingwood66.27873.41947.52453.03275.73286.8787.60
Essendon65.09269.11449.14356.67769.10472.9378.92
Fremantle58.3957.85237.02352.41166.18871.5975.12
Geelong67.94460.16543.80252.50265.23969.2385.40
Gold Coast40.04243.42633.00539.16645.67251.6263.29
G.Western Sydney43.45348.54128.63342.03546.14951.1064.45
Hawthorn74.33976.19942.04443.92681.27155.2560.05
Melbourne56.09448.78634.75647.72955.03557.4556.88
North Melbourne38.944.60532.25539.26850.54450.6153.42
Port Adelaide5958.33439.68149.29457.12164.6369.19
Richmond79.7892.2473.9578.37694.29107.63124.99
St Kilda56.8646.6836.4555.82462.75860.0259.00
Sydney53.58652.81734.77244.55257.34961.8073.23
West Coast63.83666.33733.46674.33383.25787.9192.65
Western Bulldogs44.5944.8234.66142.65854.51552.4259.45


Comprehensive Profit
Club2018201920202021202220232024
Adelaide1.5060.238-2.8431.2382.2651.0715.326
Brisbane-0.230.6483.07325.33737.753.204.492
Carlton0.7136.2923.65120.28717.023.303.071
Collingwood0.11212.033-1.807-0.6927.1347.574.430
Essendon3.5713.5531.2238.1952.252-0.580.413
Fremantle0.326-1.642-1.0651.5542.4281.641.850
Geelong3.9760.028-2.6354.7141.6390.766.571
Gold Coast1.160.248-0.953-0.276-2.612-1.715.918
G.Western Sydney-1.985-0.866-7.2650.068-3.042-3.4716.555
Hawthorn5.065.054-2.0532.54534.7651.312.907
Melbourne6.906-1.97510.1093.4392.7113.05-1.605
North Melbourne1.5350.0470.2130.816.2830.270.051
Port Adelaide3.1790.48-4.044.7552.1915.5725.072
Richmond4.214.110.223.1942.2322.343.397
St Kilda10.122.46-0.9612.8099.4451.75-2.045
Sydney0.52-0.509-6.10.05451.10610.93-4.670
West Coast10.89422.180.2458.4720.8271.982.386
Western Bulldogs18.0942.981.8016.4725.18826.2814.901

AFL Distributions
Club2018201920202021202220232,024.00
Adelaide12.67613.08610.23312.40615.09817.9718.80
Brisbane23.60922.65215.39820.34523.06327.4429.64
Carlton14.14913.86212.08713.44314.53816.7416.52
Collingwood11.22911.5349.92911.21412.20414.7616.04
Essendon12.07912.0598.98810.79612.87915.2915.98
Fremantle11.46911.6659.54310.97615.43716.9417.78
Geelong11.84112.6110.54512.4615.9516.5017.44
Gold Coast23.69627.46616.94324.29927.24828.8630.63
G.Western Sydney25.68226.93815.8623.99427.48632.1837.14
Hawthorn11.15611.2539.10310.64611.31814.2715.14
Melbourne16.33616.32312.61315.32417.96618.9220.20
North Melbourne16.91817.61613.4716.3419.76423.6125.46
Port Adelaidenrnrnrnr16.99420.2021.02
Richmond12.5115.5110.8811.40611.71813.8715.04
St Kilda20.5420.6416.1619.83622.66123.3023.77
Sydney14.88614.7210.70513.38417.61921.3222.70
West Coast11.00211.1999.81211.43813.45514.5615.34
Western Bulldogs16.27116.53211.84815.43917.06420.5121.51

Membership and Gate Reciepts
Club2018201920202021202220232024
Adelaide23.38522.93510.65316.52719.65220.1522.75
Brisbane6.0578.1554.6688.76910.34412.2015.08
Carlton11.85215.5710.66314.14720.06923.0626.61
Collingwood23.87130.98515.85121.54228.17834.5940.18
Essendon16.09820.41212.45216.20520.18820.5425.03
Fremantle26.3624.83113.19120.98326.24129.5629.82
Geelong18.05519.74510.11517.32819.60329.5337.51
Gold Coast7.3015.1432.2543.0046.3847.729.01
G.Western Sydney1.972.141.6692.1522.281.966.28
Hawthorn17.80918.28412.31316.02317.8119.1721.60
Melbourne15.1915.8189.48514.17719.81321.2720.04
North Melbourne8.0358.2815.9896.96.698.829.74
Port Adelaidenrnrnrnr17.2718.9520.56
Richmond29.6530.6319.5126.69928.64928.9427.32
St Kilda9.229.187.789.41810.84912.6613.40
Sydney16.87616.0517.44112.86416.4418.2421.86
West Coast34.735.91911.50531.69933.84436.5438.06
Western Bulldogs9.2069.9037.7368.04212.35313.3113.30

Sponsorship and Marketing
Club2018201920202021202220232024
Adelaide18.55919.99112.7116.55518.93918.1619.08
Brisbane8.8869.4576.8519.89912.79614.1516.53
Carlton12.8712.9777.35311.18516.56520.4119.37
Collingwood21.86520.23310.23612.89718.86221.6420.16
Essendon16.03213.7948.7411.86215.71916.5216.25
Fremantle5.8785.6975.45.66321.12122.2019.60
Geelong15.28912.76510.13312.31114.49614.4314.63
Gold Coast6.4947.7286.2876.6548.5129.149.11
G.Western Sydney12.05517.4467.17311.25411.23212.6813.52
Hawthorn15.53616.6167.22412.30216.64218.3919.37
Melbourne11.28710.25.6227.97511.71312.3612.17
North Melbourne9.1611.5267.55410.80210.32511.4911.37
Port Adelaidenrnrnrnr16.36718.1620.26
Richmond15.4516.3811.3411.14515.20517.4417.77
St Kilda6.747.695.388.46810.64611.1811.15
Sydney19.78419.22510.75315.22420.77619.7323.81
West Coast7.4488.1727.9318.87831.54430.9028.47
Western Bulldogs12.8812.637.5310.13910.9369.3013.44
 
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Concise AFL Annual Report Data 2011-2024
YearTotal RevenueExc Dev GrantsBroadcasting & AFL MediaContraBroadcast Total
2011$382,715,000$382,715,000$167,250,000$ 17,500,000$167,250,000
2012$471,493,000$471,493,000$225,577,000$ 26,000,000$225,577,000
2013$502,699,000$502,699,000$240,674,000$ 26,000,000$240,674,000
2014$524,431,000$524,431,000$248,396,000$ 26,000,000$248,396,000
2015$558,674,000$558,674,000$256,602,000$ 27,000,000$256,602,000
2016$559,856,000$559,856,000$264,154,000$ 27,000,000$264,154,000
2017$752,622,000$752,622,000$281,028,000$ 16,000,000$281,028,000
2018$778,596,000$768,730,000$391,504,000$ 16,000,000$391,504,000
2019$793,939,000$787,108,000$397,439,000$ 16,000,000$397,439,000
2020$674,816,000$660,446,000$352,670,000$16,000,000$368,670,000
2021$738,137,000$724,623,000$366,647,000$16,000,000$382,647,000
2022$944,370,000$856,371,000$396,543,000$16,000,000$412,543,000
2023$1,063,547,000$960,917,000$444,238,000$16,000,000$460,238,000
2024$1,039,852,000$1,032,917,000$459,507,000$16,000,000$475,507,000
 
Not this year dave10 !!!!!!!

Will post reports as they come. Previous Reports

Club
AFL1990199119921993199419951996
19971998 (pt 1)1998 (pt 2)1999 (pt 1)1999 (pt 2)2000 (pt 1)2000 (pt 2)
2001 (pt 1)2001 (pt 2)2002 (pt 1)2002 (pt 2)2003 (pt 1)2003 (pt 2)2004 (pt1)
2004 (pt 2)200520062007200820092010
201120122013201420152015 Concise2016
2016 Concise20172017 Concise20182018 Concise20192019 Concise
20202020 Concise20212021 Concise20222022 Concise2023
2023 Concise2024
AdelaideCons.200920102011201220132014
2015201620172018201920202021
20222023
BrisbaneCons.200920102011201220132014
2015201620172018201920202021
202220232024
CarltonCons200820092010201120122013
2014201520162017201820192020 (issu)
2021202220232024
CollingwoodCons200620072008200920102011
2012201320142015201620172018
201920202021202220232024
EssendonCons200120022003200420052006
2007200820092010201120122013
2014201520162017201820192020
2021202220232024
Fitzroy1993
Fremantle2013201420152016201720182019
20202021 (issu)202220232024
GeelongCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
Gold CoastCons201120122013201420152016
2017201820192020202120222023
2024
GWSCons201220132014201520162017
2018201920202021202220232024
HawthornCons200620072008200920102011
2012201320142015201620172018
201920202021202220232024
MelbourneCons200820092010201120122013
2014201520162017201820192020
2021202220232024
KangasCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
PowerCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
RichmondCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
St KildaCons200720082009201020112012
2013201420152016201720182019
20202021202220232024
SydneyCons201320142015201620172018
201920202021202220232024
West CoastCons201320142015201620172018
201920202021202220232024
Western BulldogsCons200520062007200820092010
2011201220132014201520162017
2018201920202021202220232024
SANFL2006200720082009201020112012
2013201420152016201720182019
20202021202220232024
WAFC2006200720082009201020112012
2013201420152016201720182019
20202021202220232024
AFL Canberra20072008200920102011
AFL NT201220132014AFL Scope
AFLPA CBA1994-951995-981998-20032003-082007-112012-162015-16
2017-222023-27
AFL Stadia20162017201820192020
AFL Sydney20142015
AFL Tas20122013
AFL Victoria2002200320042005200620072008
20092010
Ha ha!!! Bugger. You ruined my tradition 🙃
 

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Concise AFL Annual Report Data 2011-2024
YearTotal RevenueExc Dev GrantsBroadcasting & AFL MediaContraBroadcast Total
2011$382,715,000$382,715,000$167,250,000$ 17,500,000$167,250,000
2012$471,493,000$471,493,000$225,577,000$ 26,000,000$225,577,000
2013$502,699,000$502,699,000$240,674,000$ 26,000,000$240,674,000
2014$524,431,000$524,431,000$248,396,000$ 26,000,000$248,396,000
2015$558,674,000$558,674,000$256,602,000$ 27,000,000$256,602,000
2016$559,856,000$559,856,000$264,154,000$ 27,000,000$264,154,000
2017$752,622,000$752,622,000$281,028,000$ 16,000,000$281,028,000
2018$778,596,000$768,730,000$391,504,000$ 16,000,000$391,504,000
2019$793,939,000$787,108,000$397,439,000$ 16,000,000$397,439,000
2020$674,816,000$660,446,000$352,670,000$16,000,000$368,670,000
2021$738,137,000$724,623,000$366,647,000$16,000,000$382,647,000
2022$944,370,000$856,371,000$396,543,000$16,000,000$412,543,000
2023$1,063,547,000$960,917,000$444,238,000$16,000,000$460,238,000
2024$1,039,852,000$1,032,917,000$459,507,000$16,000,000$475,507,000
Is Exc Dev Grants - Revenue net of the Vic government monies for Docklands stadium redevelopment? or are other items also deducted from Total Revenue given the 2 columns are the same up to and including 2017?
 
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Is Exc Dev Grants - Revenue net of the Vic government monies for Docklands stadium redevelopment? or are other items also deducted from Total Revenue given the 2 columns are the same up to and including 2017?

Yes its stadium grants for redevelopment as specified in annual reports
 
What do you do when you've made a $4.5m loss?

Put up an article at 9:53pm on a Friday night and don't include your annual report with it or have it immediately available on your website (unlike what you have done in all previous years).

Empathize it as an operating loss of only $200k by dubiously saying items such as paying out a coach are abnormal.


It is probably not that bad a result as they have included provision for future payments to Oliver but the tactics of the release are rather amusing.
 
What do you do when you've made a $4.5m loss?

Put up an article at 9:53pm on a Friday night and don't include your annual report with it or have it immediately available on your website (unlike what you have done in all previous years).

Empathize it as an operating loss of only $200k by dubiously saying items such as paying out a coach are abnormal.


It is probably not that bad a result as they have included provision for future payments to Oliver but the tactics of the release are rather amusing.
$3mil on Oliver to 2030 and $900k for Goodwin is my guess. Makes 2025 look shit and future years a lot better under a new regime and new coach The cash is still at the bank.

These are 2 abnormal moves to include them in 2025 accounts, but nor dodgy. They are basically provisions.

Goodwin will be paid out after 1st November for soft cap tax purposes and maybe spread into 2026 and 2027 footy financial years to minimize impact on soft cap expenditure and pay him interest to cover the payment by instalments rather than lump sum, or for only paying say 1/2 in 2026 and rest in 2027.
 
$3mil on Oliver to 2030 and $900k for Goodwin is my guess. Makes 2025 look shit and future years a lot better under a new regime and new coach The cash is still at the bank.

These are 2 abnormal moves to include them in 2025 accounts, but nor dodgy. They are basically provisions.

Goodwin will be paid out after 1st November for soft cap tax purposes and maybe spread into 2026 and 2027 footy financial years to minimize impact on soft cap expenditure and pay him interest to cover the payment by instalments rather than lump sum, or for only paying say 1/2 in 2026 and rest in 2027.
Highlights in bold view how clubs mismanagement directly impacts financial performance. It’s $4m down the toilet in all honesty.
 
Unsurprisingly, the Pies are again rolling around in cash:

 
Unsurprisingly, the Pies are again rolling around in cash:

Predictably strong. At top line level it appears a very sound result. Although they should be making hay while the sun is shining! A well run club off field too.
 
Big increase in revenue for Collingwood nearly matched by a big increase in expenses.

From a pretty superficial look at the report the increase in expenses seems to be split roughly equally between "Commercial activities, membership and match day expenses", "team expenses", and the CFC Foundation (which was reported on separately in the past).

Will be interested to see if the match day and team expenses go up similarly at other clubs.
 
Big increase in revenue for Collingwood nearly matched by a big increase in expenses.

From a pretty superficial look at the report the increase in expenses seems to be split roughly equally between "Commercial activities, membership and match day expenses", "team expenses", and the CFC Foundation (which was reported on separately in the past).

Will be interested to see if the match day and team expenses go up similarly at other clubs.
Correct. It’s a case of investing in growth. When membership and its related activities increases, so do servicing costs etc. It’s good to see a nice example of growth unlocking growth.

I don’t know if there were any league wider drivers that would assist revenue growth in gate takings etc. I think pricing at the gate was largely in line with prior years.

Bombers result will disappoint I’m hearing. Home crowds were down due to scheduling mainly but I understand the increase in expenditure in its footy department relating to medical and injury management were alarming. It increased membership pricing but I suspect it will likely report a poor statutory result but a reasonable cash result under the circumstances.
 

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Essendon reports net profit of $170,000. Separating depreciation and land revaluations, the cash surplus for the year was $4.9M (in line with 2024).

  • Total revenue $81.7M (+3.5%)
  • Membership revenue +$620K
  • Gate & Stadia revenue -$1.6M reflects footy performance

AFL grant for Windy Hill upgrades for $660K supported the net profit result.

Overall a result reflecting very poor footy performance and scheduling of home games Thursday /Wednesday nights which also hurt attendances and stadium income.

 
Essendon reports net profit of $170,000. Separating depreciation and land revaluations, the cash surplus for the year was $4.9M (in line with 2024).

  • Total revenue $81.7M (+3.5%)
  • Membership revenue +$620K
  • Gate & Stadia revenue -$1.6M reflects footy performance

AFL grant for Windy Hill upgrades for $660K supported the net profit result.

Overall a result reflecting very poor footy performance and scheduling of home games Thursday /Wednesday nights which also hurt attendances and stadium income.

I suspect stadia revenue is also down due to the end of the club's favourable long term Marvel deal and it being given a revised deal that is the same as other tenant clubs.
 
I suspect stadia revenue is also down due to the end of the club's favourable long term Marvel deal and it being given a revised deal that is the same as other tenant clubs.
I don’t believe so.
Essendon’s stadium & matchday returns were primarily driven lower by a mix of factors including:

  • Mix of home games, only Richmond of the big clubs as home team
  • 5/11 home games against interstate teams (incl Giants / Suns)
  • 5/11 x Wed / Thurs night fixtures
  • Poor on field fortunes

Stadium returns are even worse for mid week night games as fans also don’t drink and hospitality packages are unable to be sold

In 2026 the returns will likely be much stronger. It has Hawks, Pies & Blues at MCG as home games which guarantees a rebound. It also has more crowd friendly fixture slots.
 

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I wish these clubs would follow the same criteria when releasing their financial results. The ones that have done well list it after interest, depreciation etc, the ones that have done poorly list their profit before that, so it's hard to compare them accurately and who is actually doing well or not.

 
I wish these clubs would follow the same criteria when releasing their financial results. The ones that have done well list it after interest, depreciation etc, the ones that have done poorly list their profit before that, so it's hard to compare them accurately and who is actually doing well or not.

Yes from a reporting perspective it makes sense... In reality, the result before depreciation and amortisation is the more meaningful figure. It truly reflects operating performance and working capital. The bottom line is impacted by non cash items which in essence are a little irrelevant when included in the ‘headline’ result.
 
I wish these clubs would follow the same criteria when releasing their financial results. The ones that have done well list it after interest, depreciation etc, the ones that have done poorly list their profit before that, so it's hard to compare them accurately and who is actually doing well or not.


Saints made a small $150k loss following this model (albeit they paid $1.5 million in debt off as well).
 
An important consideration is how much of the assets that are being depreciated were self funded in the first place.

The smaller clubs in particular have relied heavily on AFL and government money to fund their training bases.
 

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Official Club Stuff 2025 Annual Reports

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