THE Carlton Football Club is pleased to announce a statutory profit of $3,017,058 (2023: $3,302,904) for the financial year ending on 31 October 2024.
This year’s strong financial performance can be largely attributed to the Club’s record-breaking membership, surpassing 100,000 members for the first time in its 160-year history, ending the 2024 season on 106,345 members.
Further to this, the Navy Blue family have been central to the Club’s continual growth year-on-year, and certainly made their presence known in 2024 with an average home crowd attendance of 58,311 at MCG and at Marvel (number one in the AFL) and a total attendance of 641,417, for the 2024 home and away season. Merchandise sales grew four per cent year-on-year, also ranking number one in the AFL for online sales.
Carlton CEO Brian Cook said this year’s financial outcome was the result of the unwavering passion of the entire Carlton community.
“This result could not have been achieved without the enthusiasm and commitment of our members, our supporters, our partners and all who dedicate their time, energy and passion to put this club in the best possible position to succeed," Cook said.
"The incredible loyalty, influence, and integration of our people has helped shape the Club into what it is today, contributing to our off-field strength and creating a community that exhibits a Stronger Together mentality.
“Carlton finds itself in a great position of stability across all levels of the football club. This stability has allowed us to mature into an organisation with clear ambitions to succeed both on and off the field, with the understanding that it is going to take every one of us to achieve that.
“For the ninth year in a row the Club broke its membership record, surpassing 100,000 members for the first time in our history. We want to thank all our members and supporters who turned up to games in droves, there is no more electric feeling than the energy our people bring in the stands, which equated to unparalleled average home game and total crowd attendance numbers.
“We are very grateful for the unity and ongoing support of all our commercial partners. This year we announced an extension with Great Southern Bank, who continue alongside Hyundai as long-term co-major partners of the Club. The partnership extension provided additional support for the Club’s Loorende-Gat Business and Entrepreneur Program, while AMPOL joined the Carlton family as Platinum partner until at least the end of 2026.
“This year saw the successful fundraising efforts by the Club towards our community initiative Carlton Respects, which aims for respect and equality for a future free from violence. Across the AFL and AFLW seasons, we were able to raise $453,000 towards the growth of the Road to Respects program, strengthening the Club’s ability to deliver authentic programs that align with our values.
“Today’s announcement allows us to continue empowering and investing in our football department and high-performance programs, putting us in the best position to enhance performance as we strive towards our primary goal of winning premierships in both our AFL and AFLW programs.
“A long-term benefit of the Club's financial stability will see us continue to be able to diversify our revenue streams, allowing us to invest back into the community, evidenced by construction commencing on a new, industry-leading, medical imaging centre in partnership with leading radiology provider, Imaging Associates Group.
“Our non-traditional revenue streams are about more than reducing the variability of future cash flows, they expand our meaningful impact within the community through education (CCoS), business growth (CIB) and hospitality (1864 Eatery and Events).
“As we come to the end of another huge year, I want to once again thank our members and supporters; I look forward to seeing what we can achieve together in 2025.”
Key highlights:
- Statutory profit: $3,017,058 (2023: $3,302,904)
- Club membership, gate receipts and consumer revenue: $26,609,104 (2023: $23,055,550)
- Membership record: 106,345 (2023: 95,277)
- Merchandise sales grew 4 per cent year-on-year, ranking No.1 in the AFL for online sales
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Average home crowd attendance of 58,311 at MCG and at Marvel (No.1 in the AFL) and a total attendance of 641,417
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Digital consumption ranked top two across the AFL industry
