AFL announces massive rise in revenue

The Australian Football League's revenue has risen 24%, with income from its new broadcast rights deal boosting profits to $6.7 million for the 2012 financial year.

Having posted a $23.6 million loss in 2011, its first in a decade, the AFL's 2012 profit was built on record revenue of $424 million and a record operating surplus of $296 million, up $62 million.

Agreed in 2011, the AFL's new broadcast and digital media deal came into affect this year. The five-year broadcast agreement with Seven, Foxtel and Telstra is worth $1.253 billion and provides live coverage of every game through to the end of 2016.

Total attendance for the NAB Cup, NAB Challenge, AFL Premiership season and finals was 7,374,832, down from 7,488,198 in 2011; while average attendance per game in the Premiership season was 31,509, down from 34,893.

However, AFL Commission chairman Mike Fitzpatrick said that the fall was in line with the League's expectations following the introduction of expansion clubs Gold Coast and Greater Western Sydney.

Fitzpatick explained "although attendances at AFL matches were down in 2012 when compared to the record levels of 2011, that outcome was consistent with our expectations linked to the fact that expansion clubs Gold Coast Suns and the GWS Giants were participating in 20% of the total number of games.

"Playing Premiership season matches in smaller capacity venues in Cairns, Canberra, Darwin, Hobart and Launceston may also have the effect of reducing overall crowds, but the AFL Commission is committed to providing an opportunity for as many people as possible to attend an AFL game."

While attendances at live games dipped, television audiences rose by 12%.

On average, 4.78 million watched AFL games on TV each round last year, the largest weekly audience for any sport in Australia.

Fitzpatrick also confirmed that the AFL would like to buy Docklands Stadium earlier than 2025, when its existing deal means it will take ownership of the venue.

However, he pointed out that while negotiations had been going on for several years, the league and the ground's managers, Melbourne Stadiums Ltd, remained some distance apart on a price.

Fitzpatrick added "obviously as time goes on, because we will pick it up essentially for nothing in 2025, the difficult issue for us is deciding at what stage it is worth picking up, because we could simply wait it out."

AFL Chief Executive Andrew Demetriou added that the AFL would trial variable ticket prices for games at some stage of this season.

The plan would involve fans being charged more for some big-drawing games, while tickets would be cheaper for some lower-drawing matches.

The AFL is yet to announce which games the concept will be trialled on, but it's likely to be late in the home and away season.

Demetriou's salary for last year was $1.88 million, up slightly on 2011, but less than the $2.2 million he made in 2010.