AFL clubs are cashing in on bequest programs, generating millions in funding from dedicated supporters who leave a portion of their estate to their beloved teams when they die.
And other footy codes are set to follow suit, with one powerhouse NRL club already establishing a bequest program.
These bequest programs have become popular across all AFL clubs in the last 15 years, tipping millions into club coffers from fans after they have passed.
The Brisbane Broncos became the first NRL club to set up one of these programs in 2020, while the club’s reserve grade affiliate Norths Devils also has a bequest program.
The Age has reported that Hawthorn is one of the few clubs that report bequests in their annual financial statements.
The club’s ancillary fund, valued at $12,215,433 in October 2023, helps finance major projects like the Kennedy Community Centre in Dingley. Donations and special fundraising contributed $1,072,702 in 2023 and $1,707,325 in 2022.
AFL club members are leaving behind a fortune to their teams in their wills when they die (stock image)
The bequest programs are often named after club greats, like Melbourne Demons legend Ron Barassi
The Richmond bequest program is named after club legend Neville Crowe (pictured) who passed away in 2016
To encourage participation, clubs such as Hawthorn, Geelong and St Kilda offer free online wills through their partnership with Gathered Here.
These services allow members to allocate a portion of their estate to their club without affecting their current financial situation.
Bequest programs offer exclusive perks to members who pledge their estates.
Essendon’s Bombers Forever members receive invitations to three exclusive events annually, a framed certificate signed by club leadership and a gift box.
Melbourne’s Ron Barassi Bequest Society lists 122 members on its website, while Richmond and Port Adelaide provide exclusive commemorations and social events for their bequestors.
Essendon’s website states that members who leave a bequest become part of Bombers Forever, a dedicated supporter group ensuring the club’s long-term success.
The funds are invested in the Bombers Forever future fund, with profits allocated to capital projects, player development and community programs.
Geelong’s program, Geelong Cats Forever, emphasises that gifting as little as one per cent of an estate can help sustain the club for generations.
Hawthorn is one of the few clubs to report bequests in their annual financial statements
Bequest programs like Bombers Forever don’t just benefit the AFL footy team. The funds go toward capital projects, player development and community programs
Richmond’s Neville Crowe’s Legacy, named after the Jack Dyer Medallist, life member, Hall of Fame member and former president, invests bequests into an endowment fund designed to secure the club’s long-term financial stability.
Similarly, Port Adelaide’s Forever Bequest Society has grown to over 120 members, offering exclusive events and commemorations for those who pledge their estates.
While clubs do not explicitly list bequests in financial reports, funds are typically included under broader categories such as donations, fundraising or ‘other revenue.’
Some clubs, such as Collingwood and the Western Bulldogs, direct bequests toward community programs rather than operational costs.
Each AFL club has a dedicated bequest society.
Adelaide operates the Crows Forever program, while Brisbane’s is called the Brisbane Lions Foundation. Carlton runs Blues Forever, and Collingwood has Side-by-Side Forever.
Essendon ash Bombers Forever, Fremantle operates under the Fremantle Foundation, and Geelong runs Geelong Cats Forever.
Gold Coast’s bequest society is the Gold Coast Suns Foundation, while GWS operates the Giants Foundation. Hawthorn calls its program Always Hawthorn Bequest Club, while Melbourne has the Ron Barassi Bequest Society.
North Melbourne’s program is The Allen Aylett Bequest Society, and Port Adelaide has the Port Adelaide Forever Bequest Society. Richmond’s bequest initiative is known as Neville Crowe’s Legacy, while St Kilda runs the Saints Bequest Society.
Sydney Swans operate the Infinity Club, West Coast has the Geoff Christian Society, and the Western Bulldogs oversee the Western Bulldogs Community Foundation.
With over 10 million fans expected to attend AFL matches annually in the near future, the financial potential of bequest programs is substantial.
‘Putting a target of 10 million people attending our events, our games, our finals series, the Grand Final festival and Gather Round challenges us to look at how we can work better and more closely with clubs to build bigger marquee events for our fans during the year,’ AFL CEO Andrew Dillon has declared ahead of the 2025 season.
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