‘WTF?’: Lions fans outraged at ‘premiership tax’ price hikes

The Brisbane Lions have been accused of slugging loyal fans with a “premiership tax”, with member seat prices at the Gabba soaring by up to 55 per cent.

Lions players celebrates with fans after Brisbane win the AFL Grand Final. Picture: Lachie Millard

The Brisbane Lions have been accused of slugging loyal fans with a “premiership tax”, with member seat prices at the Gabba soaring by up to 55 per cent.

Upset members have taken to social media to vent their anger over the “reclassification” of their seats for 2025, following last month’s historic grand final triumph over the Sydney Swans.

One long-time member said while they were “absolutely ecstatic” at the Lions’ success this year, they were “not so ecstatic” that the family’s “premium” seats at the Gabba had been reclassified as “deluxe” and would now cost 39 per cent more.

“I love the seats I have but with a family it really makes me pause. Sadly, it all seems to be just about the money off field,” they posted on Reddit.

Lions Josh Dunkley celebrates with fans after Brisbane win the AFL Grand Final. Picture Lachie Millard

A three-decade Brisbane fan told The Sunday Mail he was shocked to receive a $1115.50 membership renewal notice for his two regular seats at the Gabba, up from $877 this year.

“That’s a whopping 27.2 per cent year on year increase,” he said.

“Headline inflation is 2.8 per cent, so the Lions expect me and many others to stump up almost 10-times inflation. It would seem to be a blatant rip-off in the glow of premiership success.”

The member said he contacted the Lions to ask “WTF?” and was told his prime seats had been reclassified as premium. He was told he could move to other prime seats elsewhere in the grandstand but they would still cost $475 each – 8.25 per cent more than this season.

Another member said his three-game membership had jumped from $240 to $375 while another labelled the increases as a “premiership tax”.

A Lions spokesman said the club’s membership model had been largely unchanged for the last several years on the assumption the club would be displaced from the Gabba for a rebuild ahead of the 2032 Olympics.

Brisbane Lions players and fans during a pop-up Premiership party in Brisbane’s CBD. Picture: Dan Peled

“However, following a review completed earlier this year, there has been a reclassification of some sections, benchmarked against other clubs and codes, resulting in some price movement,” he said,

“There are also several categories where pricing has stayed the same to ensure tickets remain affordable and accessible.

“Some of the packages which have increased in value, includes the high demand,

September Membership which gives Members first priority access to purchase grand final tickets.

“The club has a wide range of memberships suitable for any age and any budget so fans can customise their experience.

“We encourage Members to reach out to the club to find the best fit product based on their circumstances.”

Membership of the Lions has soared to more than 63,000, with 70,000-plus members expected next season as the club seeks to defend its first premiership in two decades.

The club now has more members than the likes of St Kilda and the Western Bulldogs.