Western Bulldogs move from strugglers to financial strength after historic premiership
http://www.heraldsun.com.au/sport/af...16f25cd696cbfb
THE WESTERN Bulldogs believe their phenomenal growth in the past season will bulletproof them financially when lean times hit.
The Dogs are set to make another strong profit after last year’s record $3,641,018 figure after record membership and sponsorship growth.
Once saved by an emotional tin rattle and bailed out by wealthy patrons, the Dogs aim to grow into one of the AFL’s financial success stories.
The Dogs have soared past their record membership by more than 5000, signed a new principal partner and have cut debt to $1.9 million.
A new Etihad Stadium agreement will kick in next year and the AFLW team has generated new sponsors and 1000 new memberships.
Merchandise sales were up $1.5 million last year and remain strong after tie-ins with Bob Murphy’s 300th game and the premiership flag unfurling.
It has laid a platform for chief executive Gary Kent to believe the Dogs can sustain profits even if the team’s on-field form dips temporarily.
“One of the great things with the premiership was building a stronger club with a stronger base,’’ he said.
“We are building a bigger membership and fan base and getting more people to our games.
“So if you do that through a couple of tough years and you do drop back, you don’t drop back as far.
“It does come with costs, so we are managing revenue and costs, but it’s about a more sustainable future and going to that next level for our club.”
Membership is up 27 per cent in two years — from 36,000 in 2015 to last year’s record of 40,081 to this year’s 45,500 with that number still growing.
The club has signed 10 new sponsors, with Mercedes-Benz Vans to feature on the back of player jumpers from 2018-20 and Mission Foods extending their deal.
The Dogs still sell a home game to Cairns (Round 18) and will also host Port Adelaide in Ballarat (Round 22) as they attempt to recruit a new generation of members in the west.
“I don’t think we will be replicating the profit we had last year, it was a pretty unusual year with prize money and merchandise,’’ Kent said.
“We are targeting to make a reasonable profit but it’s balanced with what we are investing in.
“We have been bottom quartile in footy spend and we would like to get to a middle level.
“We don’t have to be top quartile, we just have to be very smart with it.”
The Dogs secured coach Luke Beveridge on a contract extension until 2020 just months before the historic premiership but both coach and club are comfortable with his terms.
“He has been coach of the year in the last two years. It was done mostly with Peter Gordon and Luke and it didn’t take a lot of time,’’ Kent said.
“Luke thinks it’s a fair deal and we are really happy with it. You should get rewarded for performance and Luke will get rewarded for last year and going forward.
“Everyone is happy with that.”
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
All good signs, I hope the push on memberships and sponsorships continue.
How great would it be to eradicate the debt be?
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
GVGjr
All good signs, I hope the push on memberships and sponsorships continue.
How great would it be to eradicate the debt be?
It would be great. Just imagine putting the money we pay in interest into the footy department instead?
In the past when the debt was particularly big we must have been paying the equivalent of a couple of superstar salaries every year to the financial institutions just to service the debt. Just so the debt wouldn't get bigger and completely cripple us. We were effectively operating with one arm tied behind our back and still are as long as we have any amount of debt we gave to make repayments on.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Getting the debt under 2mil is a fantastic achievement. With a couple more strong years on-field (and a premiership or two thrown in for good measure) we may actually be able to wipe it altogether.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
westdog54
Getting the debt under 2mil is a fantastic achievement. With a couple more strong years on-field (and a premiership or two thrown in for good measure) we may actually be able to wipe it altogether.
It will be great to wipe it and become financially strong. We need to be to cover any possible lean years.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
We have lived with being incredibly vulnerable for decades nearly going under with little hope for the future. I don't know how the Etihad deal didn't kill us. In the past we sold players to survive. When Gryphon left and McCartney resigned, it looked like we were gone. Then Gordon, Beveridgeand that unquantifiable club spirit kicked in. Footscray won the VFL and first time ever the voice of our supporters was electric. An historical imperative surged through the club.
Now for the first time we can say we are safe thanks to our past two presidents, debt and expenditure managementand the AFL,VFL and AFLW premierships. I look forward to the growth of our membership leading to larger attendances and the sound of our crowds adding steel to the spines and hearts of our players.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
BornInDroopSt'54
We have lived with being incredibly vulnerable for decades nearly going under with little hope for the future. I don't know how the Etihad deal didn't kill us. In the past we sold players to survive. When Gryphon left and McCartney resigned, it looked like we were gone. Then Gordon, Beveridgeand that unquantifiable club spirit kicked in. Footscray won the VFL and first time ever the voice of our supporters was electric. An historical imperative surged through the club.
Now for the first time we can say we are safe thanks to our past two presidents, debt and expenditure managementand the AFL,VFL and AFLW premierships. I look forward to the growth of our membership leading to larger attendances and the sound of our crowds adding steel to the spines and hearts of our players.
I can remember thinking that I didn't hate Collingwood but I was jealous of Collingwood. At least they knew their club would still be part of the comp next year. We always seemed to teeter on the edge of extinction and devoted 95% of our energy to just existing. The other clubs just looked after themselves and stuck in the boot whenever they could.
Now they can eat our dirt.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
When did we get Mercedes Benz Vans?
And if they are on the jumpers then are they replacing Mission or will it be elsewhere?
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
Cyberdoggie
When did we get Mercedes Benz Vans?
And if they are on the jumpers then are they replacing Mission or will it be elsewhere?
Mercedez Benz vans sponsorship starts next year.
Mission will still be major sponsor - Mercedez logo will be on the back, Mission on the front.
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
Cyberdoggie
When did we get Mercedes Benz Vans?
And if they are on the jumpers then are they replacing Mission or will it be elsewhere?
see here
Re: Western Bulldogs move from strugglers to financial strength after historic premiership
Quote:
Originally Posted by
bornadog
Ahh sweet. Was over in the U.S. at the time and look what I missed.
