Code Sports AFL Rich 100: Where footy’s richest spend their money
Property may still be the hottest commodity among footy’s richest – but wellness retreats, fashions lines and drink brands are closing in. Find out where ever increasing AFL pay packets go in 2025.
Wellness might be creeping in but bricks and mortar still remain the main game when it comes to how AFL players spend their ever increasing pay packets.
On the days when they’re not chasing the Sherrin, many of the league’s best put on their savvy businessman hats and create another serious source of income which can set them up post-career.
The wellness retreat trend is the latest business fad and don’t worry, some AFL big names have jumped on board, but the tried and true investment in property continues to be the first priority.
REVEALED: THE FULL AFL RICH 100 OF 2025
When players enter into the AFL world, the first thing their managers do before they even play their first game is sit them down and plot their first house purchase.
“Property is still the best,” one leading agent said. “If you have a 10-year playing career you should have a good house paid off.”
Fashion has long been an attraction for AFL stars with many dabbling over the journey, some lasting longer than others.
The story of former Western Bulldogs defender Craig Ellis remains the high water mark here given 10 years ago the swimwear company Triangl which he created with his then partner Erin Deering was turning over $45 million (US) annually.
Brownlow Medallist Chris Judd co-founded Jaggad with his wife Bec which is still going strong while former Bulldogs and Richmond star Nathan Brown had the successful brand Blackbyrd for a number of years.
A Google search of AFL players and fashion labels brings up lots of names including Carlton pair Bryce Gibbs and Jordan Russell, former No.1 draft pick Jack Watts, ex-Gold Coast and Port defender Trent McKenzie and former Essendon captain Dyson Heppell.
Geelong superstar Bailey Smith has a deal with Cotton On after initially starting as a model for the clothing giant and then turning his hand to creating his own clothes line.
Carlton forward Charlie Curnow is the face of stylish streetwear brand Listen Clothing while Collingwood premiership player Josh Daicos is set to launch his own label.
Pubs have always been a tried and true focus of many footballers, none better than former Cats Billy Brownless and Cameron Ling who have been heavily investing in the Geelong hospitality world for decades.
There have been a few who have invested in microbreweries including former Melbourne great David Neitz while the most successful alcohol venture of recent times has been the pre-mixed vodka label Barry’s Drink.
It was launched in a blaze of publicity by four of the biggest names in the game – Smith, Curnow and the Daicos brothers, Nick and Josh – who share ownership with prominent player manager Robbie D’Orazio.
The brand was marketed extensively through social media with Smith in particular bobbing up all over the place to spread the Barry’s word which impressively had $5 million in sales last year.
Cafes and coffee shops have also attracted AFL types with Western Bulldogs captain Marcus Bontempelli putting the old corner store back on the map this year with the launch of Arthur’s Milk Bar in Kew with his partner Neela Brenning.
Back to the booming wellness scene, Curnow again is involved, joining forces with his older brother Ed to build the About Time Bathhouse in Torquay which has become hugely popular on the Surf Coast.
Essendon pair Andy McGrath and Jordan Ridley have also tapped into the holistic wellness scene setting up Pando Society in Brighton.
The share market has always caught the eye of AFL players looking to put their hard earned money somewhere but you can always rely on former Geelong premiership defender Harry Taylor to find a more off-Broadway way of investing.
Remember Taylor famously carried a piece of ham in his sock to give to Adelaide forward Josh Jenkins as a post-game prank so quirky is in his nature and his major investment while as a player was in cray pots back home in WA.
Originally published as Code Sports AFL Rich 100: Where footy’s richest spend their money
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