St Kilda CEO Michael Nettlefold said, “From the commencement of this current Board’s tenure, we have committed to ensuring an extended period of stability. We have worked hard to gradually improve the financial position of the Club to a point where we have now turned our first profit.”
“While this is a positive result for our Club, it’s only the first step in consolidating our position as we look to build and shape the Saints into a power AFL Club.”
“A vital part of our Club, and the Saints’ bottom line, is the continual support from our loyal members. We established a new membership record in 2009 with 33,522 committed members who not only filled stadiums nationwide, but were responsible for a $565,464 increase in net profit,” Nettlefold added.
Over one million St Kilda members and supporters poured through the gates at AFL grounds across the country for the second consecutive year, and the Club had a total television audience of over 19 million, which was among the top four in the AFL.
In addition to achieving a record membership figure, the Club also sold its entire allocation of 11,500 Social Club memberships for the first ever time. Once the Saints qualified to play in the 2009 Toyota AFL Grand Final, 93% of these members exercised their right to acquire a ticket to the game, which was one of the larger uptakes in AFL history.
The Club’s financial result was also buoyed by eclipsing $1 million of merchandise revenue for the first time since 2005. A restructure of match day hospitality arrested a significant decline in this area since 2007, contributing an additional $292,421 to the Club’s bottom line.
St Kilda’s long term financial prosperity will be further strengthened with the completion of an improved stadium deal for Melbourne based Clubs.
“In mid 2009, it was very pleasing to see the AFL and key Victorian Clubs work together to successfully negotiate a more equitable return for tenant Clubs at Etihad Stadium.”
“As a result, Clubs will share in an extra $5.5 million per year in income from 2010. It’s a landmark achievement and the AFL should be congratulated for their diligent work,” Nettlefold said.
From the end of the 2010 season, the Saints will take occupancy of a brand new elite training and administration facility in Frankston.
On time and on budget, the $11 million facility will include an MCG sized oval, gymnasium, rehabilitation pool, meeting rooms, lecture theatre and an indoor sports hall that will give our Club the facilities we need to train, play and recover from the rigors of AFL football.
“While being a tremendous asset for our football operations, the new facility also provides us with an opportunity to strengthen our brand and build our community structures within the bayside corridor from Port Melbourne to Frankston,” Nettlefold said.
“This move has been a long time coming and I would like to thank our key funding partners the Victorian State Government, Frankston City Council and the AFL for committing to this project alongside the St Kilda Football Club.”
“I would also like to thank our major sponsor JELD-WEN, as well as St. George Bank and all of our other commercial partners for their continued investment in our great Club. Our partners ongoing commitment has been much appreciated.”
St Kilda Football Club’s annual report can be viewed on our website: Click here to download.
The Saints 2010 Annual General Meeting will take place at Moorabbin Town Hall on Thursday 11th February.
