AFL merchandise ladder: Who’s making the most cash across the competition

How much money did your club make in merchandise sales last year? See the breakdown of the numbers and some of the hottest selling items.

Chris Scott and Joel Selwood show off the cup to fans. Picture: NCA NewsWire / David Crosling

The power of a premiership unlocked more than $2 million in merchandise sales for Geelong on its run to last year’s fairytale flag.

The Cats generated more than $500,000 the day after last year’s grand final alone to top the merchandise revenue ladder from clubs that disclosed sales in their 2022 financial reports.

They pocketed $3,667,319 with premiership hats and T-shirts the biggest sales drivers in the immediate aftermath of retiring captain Joel Selwood hoisting the premiership cup.

That was a 120.3 per cent increase on the previous year’s $1,664,971 in merchandise sales.

“It’s just not grand final week, it’s the entire finals series that contributes to a successful month of merchandise sales,” Cats chief operating officer Simon Kelleher said on Monday.

“But ultimately the day after the grand final, the iconic supporters day we had down here at Kardinia Park, we had 20,000 people and we did north of $500,000 just on that Sunday.

“It’s the premiership hat and t-shirt initially. They’re the two biggest driver of sales, but then we go far and wide in terms of memorabilia that’s available to celebrate the success of the team.”

The financial reports capture data until October 31 and so the Cats are anticipating strong results again in 2023 despite missing the finals.

“You get that lag effect that assists with your membership renewal campaign, but also merchandise sales for that three months leading into Christmas,” Kelleher said.

The rivers of gold are certain to flow for whoever clinches this year’s premiership in addition to the $500,000 prizemoney handed over by the AFL.

Premiership caps, t-shirts and memorabilia were in high demand after the grand final.

Essendon ranked relatively low on the merchandise revenue ladder — but recorded a higher profit margin than most rivals.

While the Bombers’ $1,485,466 income was well below Fremantle ($2,504,797) and even St Kilda ($2,042,761) it trumped both of their profits.

The Bombers made $682,213 profit from merchandise, compared with the Dockers’ $617,919 and the Saints’ $373,945.

Sydney made a healthy $556,257 in merchandise profit after finishing runner-up.

Labour costs and costs of stock can dramatically dampen the bottom lines from merchandise.

Some clubs outsource their merchandise programs to third parties and therefore do not generate enough revenue to publish their earnings.

Hawthorn made $255,458 profit from a total revenue of $1.33 million in 2022. They generated more than $5 million in revenue back in 2014 during the club’s historic premiership three-peat.

The Hawks made bank after making history. Picture: Michael Klein.

North Melbourne’s merchandise profit for the year ending October 31, 2022 was $351,669.

Carlton’s merchandise revenue grew by 44.5 per cent as the Blues stormed to an 8-2 start in 2022 before missing the finals in heartbreaking fashion.

The expansion clubs figured low on the merchandise ladder. The Giants combined their merchandise and membership figure, which totalled $1,956,378.

Most clubs made several times more than that in membership alone.

Powerhouse West Coast banked an extraordinary $26,112,310 revenue from its 102,942 signed-up members in 2022.

The Eagles also generated $2,554,980 from merchandise revenue last year for an overall merchandise profit of $451,623.