More cash, more seats, more signs: How AFL clubs will benefit from new Marvel Stadium deal

Sydney Morning Herald

6 days ago

The AFL is close to a landmark agreement with the Marvel Stadium tenants that would guarantee increased returns over the next five years.
Under the long-term deal, which has not been formally signed but is all but agreed, the AFL – as the owner of Marvel Stadium – will hand Essendon, Carlton, St Kilda, the Western Bulldogs and North Melbourne sizeable increases in their guaranteed payments, extra premium seats and a higher share of signage.
One estimate from a club was that they would receive an extra $63,000 per home game in guaranteed money, including signage, and the increased revenue might be about $400,000-$500,000 per year assuming average crowds.
In terms of club fixtures, Carlton would have an even split between Marvel Stadium and the MCG home games over six years, alternating between a five-six and six-five split of the venues. Next year, the Blues would have six at Marvel, having had six at the MCG this year.
Technically, the new deal is a six-year arrangement, counting 2025, even though this season is close to completion. It could boost income for clubs this year, depending on each clubs' specific returns.
But clubs would still have to bear the higher costs as home tenant under the new deal, according to competition sources. This would offset the gains, but overall the clubs still stood to improve their returns significantly.
The new deal is standard for all five tenant clubs, including Carlton, and closes the gap between what teams earn for MCG games and the AFL-owned Marvel.
St Kilda, which has lobbied hard for extra games at the MCG, has been handed 10 games at Marvel Stadium for the next two years, then they would have a guarantee of nine at Docklands and one at the MCG from 2028 until 2030, with one home game left to be negotiated. The Saints confirmed to this masthead that their strong preference was for two home games at the MCG in those years.