Gaming machine revenues continue to underpin finances at AFL’s Carlton FC

Carlton Football Club’s latest annual financial report show that revenues from its poker machine venues exceeded $20.5 million last season, contributing to a statutory profit of more than $3.07 million, down by about $200,000 on last year.

The AFL club’s finances for the year ending 31st October 2024 confirmed revenue from their four hospitality venues jumped to $20.526 million, an increase of more than $352,000 from 2023.

However, expenses at the venues increased by $603,970 during the year, offsetting the added revenue.

The Blues own four venues - the Manningham Club, Royal Oak Richmond, Club Laverton and the Vic Inn, which includes 300 gambling machines. The ASX-listed Endeavour Group, leases and manages three of the four gaming, a deal originally struck in 2010.

While the club has indicated that it intends to steer away from pokies, including gaming revenue through the Carlton College of Sport, the Carlton Business Program and, from next year, their medical imaging centre at Princes Park, they remain a key source of income.

Commenting on this, Carlton Chief Executive, Brian Cook stated “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, business growth and hospitality.”

Elsewhere, the Blues’ finances benefited from a rise in membership, gate receipts and consumer revenue, which vaulted to more than $26.6 million - up more than $3.5 million on last year.

The club boasted 106,345 members in 2024 - up from 95,277, and the first time they had passed 100,000.

The 2025 campaign will see Cook replaced as Chief Executive by Graham Wright, while President Luke Sayers will step down at the end of the season.

In other AFL financial results, St Kilda suffered a major drop in merchandise revenue, contributing to the club’s net loss of more than $2 million this year.

They posted an operating profit of $1.53 million before interest expense, depreciation and amortisation, but when those factors were considered, the club had a loss of $2.05 million.

Image: Carlton FC's home at Ikon Park.