St Kilda launches fundraising campaign as Ross Lyon urges fans to help pay down debt
Ross Lyon has told fans they need to help the club close the gap to rivals and the numbers show why the Saints have asked fans to put their hands in their pockets.
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St Kilda has put its hand out to members and fans to close the gap by launching a crowd-funding campaign as it continues to tackle its debt.
Saints backers have been promised rewards such as a letter of recognition, a video from players or coaches, or “access to an inner sanctum event”.
Dubbed the Strength and Loyalty Fund, St Kilda coach Ross Lyon said the search for donations was about helping the club reach the level of other Victorian clubs.
St Kilda has long been reliant on handouts from the league office, with the Saints listing $22.7 million of AFL distribution and AFL signage in its 2022 financial report.
In that report, CEO Simon Lethlean listed the club’s total debt at $7 million.
The Saints sacked Brett Ratten in October last year just months after extending his contract and forcing a payout to the former coach of six months of his salary.
The club’s new fund promises to “directly donate” to talent pathways, infrastructure, football investment and reducing the club’s debt.
Lyon said while he has found St Kilda has been united since his return to the club to replace Ratten, there was still some distance to go to match others, particularly in Victoria.
“The AFL landscape is complex and while we enjoy the benefits of living in a football heartland, there’s a hard reality of operating in a 10-team state and an expanding national competition,” the coach said in an appeal to fans.
“Are there challenges to this? Absolutely. Despite the obstacles, I feel more confident than ever that this club is on the path to improvement.
“We can’t rest, we need to invest in our people and our environment if we are to reduce the gap we clearly know exists.”
Lyon said “the list goes on” in areas the Saints need to bolster.
“We are building to something and your support is key to us closing the gap,” he said.
“I know it’s tough but if you can support through your membership or through financial contributions to our Strength and Loyalty Fund, everything counts and everything matters and in return for your support and generosity, we’ll continue to commit to do the work and chase continues improvement and excellence.”
Lethlean said the club needed to “find ways to ensure that we can invest and compete with all clubs” and “build towards a competitive edge in the areas that matter to our fans, and that’s on-field.”
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