NRL 2025: The Brisbane Broncos are on track to become the NRL’s first $100 million club following record-breaking year

Michael Maguire’s Broncos are under pressure on the field but the club has never been stronger off it after breaking records last year and targeting a $100 million NRL bonanza.

The Broncos are on track to become the NRL’s first $100 million franchise following a record-breaking year that enhanced Brisbane’s reputation as the game’s No.1 club.

Despite missing the NRL finals in 2024 and sacking coach Kevin Walters in a turbulent season, the Broncos crashed through the $80 million revenue mark for the first time in the club’s 37-year history.

After recording $75 million in the 2023 grand final season, CEO Dave Donaghy oversaw a Broncos operation that raked in $81.5 million last year. The club’s after-tax profit was steady at $5.7 million.

That was despite Brisbane missing out on lucrative takings and bonuses from an NRL finals series in 2024 after the team finished 12th, leading to the dismissal of Walters.

If the Broncos continue this type of trajectory they could crash through the nine-figure, $100 million ceiling by the end of the decade.

While Michael Maguire’s team is under pressure heading into Sunday’s clash with the Dragons at Suncorp Stadium following four losses in five games, the Broncos are flying off the field.

The platform has been set for Brisbane to snap a 19-year NRL title drought and Donaghy said on-field success was the club’s priority.

The Broncos have never had more fans. Picture: Liam Kidston

“Off-field growth is great but we have a real hunger and focus on delivering on-field and we’re committed to chasing that,” he said.

“Madge (Maguire) is doing a great job pushing the football program forward.

“There is still huge growth in our game. Our club is coming up to 40 years but the (ARL) Commission isn’t yet 15 years old and as a game we’ve got a lot of upside left in us.

“The game is riding a wave at all levels at the moment and the onus is on us to make sure we’re not complacent and take the support for granted.

“We have to keep investing and give the fans a reason to support their team.”

Broncos CEO Dave Donaghy and coach Michael Maguire want on-field success. Photo Steve Pohlner

The Broncos finished 2024 with an NRL record 61,280 members and saw an 18 per cent increase in home game attendance on the back of the grand final.

The popularity of players like Reece Walsh, Ezra Mam and Pat Carrigan saw merchandise sales boom 18 per cent following the grand final, raking in $4.4 million, while sponsorship revenue increased five per cent to $15.5 million.

The Broncos have maintained that support this year, averaging home crowds of more than 40,000 at Suncorp Stadium so far and rewarding their fans with a supreme game day experience.

The Broncos regularly book well-known musical acts and will on Sunday welcome television superstar Bluey to Suncorp, appealing to the club’s growing legion of younger fans.

The popularity of Ezra Mam and Reece Walsh is driving huge off-field growth. Picture: Liam Kidston

“The grand final was a great experience and everyone enjoyed it,” Donaghy said.

“We had a reasonable start last season and it was disappointing how it finished. We’ve had a solid start with crowds averaging over 40,000 this year.

“We’re working with our partners and understanding what our fans want and providing them with that experience.

“Over the last few years we’ve invested in the fan experience and making sure people are really enjoying themselves when they’re coming to Suncorp Stadium. We’ve seen great feedback from members and fans on that experience.

“We’ve also invested a lot in our people, capabilities and systems in line with the popularity of the game and excitement around rugby league.”

Originally published as NRL 2025: The Brisbane Broncos are on track to become the NRL’s first $100 million club following record-breaking year