AFL set to inject cash to help Brisbane Lions return to winning ways

THE AFL is set to deliver the Brisbane Lions better national TV exposure and a new training and administration base.

AFL heavyweight Gillon McLachlan met senior Brisbane officials this week to outline the league's intention to deliver the Lions better national TV exposure and a new training and administration base.

The AFL has ticked off the new Brisbane administration's business model, but both the club and the league know only on-field success will return the Lions to profitability after a five-year streak of annual losses totalling close to $10 million.

A winning football side attracts fans, sponsors and bumper nationwide TV audiences, but success comes at a cost.

The days of the AFL bailing clubs out with cash are over with the league recording a loss of $23.6 million last year, after bankrolling the Gold Coast Suns and GWS Giants.

McLachlan, who was the acting AFL CEO before Andrew Demetriou returned from extended leave yesterday, has toured the shortlisted sights and will spearhead the negotiations and fundraising for the new $30 million base.

Brisbane hope it will make them a more attractive destination to potential recruits such as Crows forward Kurt Tippett.

McLachlan said the Lions' success was vital to the growth of the AFL.

"Our focus continues to be in assisting the Lions in building their support base and match-day crowds, as well as strengthening their football departments and non-football business," he said.

It is understood the AFL will commit about $4 million to the project.

Lions chairman Angus Johnson said Brisbane had salary cap room to recruit a big-name player but said the club's chances of luring a player depended on premiership success hopes and the facilities and football department resources they could offer.

"In terms of attracting a marquee player to Brisbane, without a shadow of doubt it is clear the facilities at the Gabba are not adequate," he said.

The AFL has also promised to ensure greater free-to-air coverage next year to help the Lions attract new sponsors.

Brisbane's national TV audience is down 20 per cent on last year, due in part to the fact they have had only two games televised nationally free-to-air - figures that are making it hard for the club to find major sponsors to replace Conergy and BOQ, who are set to end their $3 million-plus annual involvement.

One proposal is to give the Lions a stand-alone fixture in Brisbane to start the season. Johnson is bullish about the club's financial future but admits the football side must become successful quickly.

"We've reached rock bottom and are on the climb," he said.

"But obviously the big revenue streams are ticket sales and memberships and the stark reality is to grow both those areas you need to see on-field success."

AFL figures on football department expenditure shows that three of the top four spenders, premiers Geelong, runners-up Collingwood and West Coast, finished in the top four of the ladder.

Brisbane ranked ninth in football department expenditure on $17.4 million, $1.5 million less than Collingwood.

When you compare that expenditure with income, it is obvious an arms race has developed that is dividing the competition in two.

Last year Collingwood made a profit of $3.84 million, West Coast made $2.8 million, followed by Hawthorn ($1.7 million), Essendon ($1.6 million) and Geelong ($1 million).

"It is why the arms race is such a significant issue, the gap between the haves and have nots is a huge issue," Johnson said.