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We are Port Adelaide

From The CEO: 11 December

Dear Members and Supporters,

With so many major issues on the table, and a spectacular on field revival, the business side of the club has quietly taken a back seat for most of the year.

Not inconsistent with our experiences over the past few years, a few unsolicited reports are starting to surface in regards to our financial performance, so I thought I’d give you a quick overview.

Highlights
The on-field performance of the team had a dramatic impact on member/supporter engagement, as demonstrated by the following lead indicators:
- Record Membership, up 30%
- Record Merchandise sales, up 180%
- TV Audiences up 30%
- Home match attendances up 38%
- Signing of international brand Renault as a major partner
- Corporate revenue up 10%

This heightened level of member/supporter engagement drove an overall revenue uplift of $2.5m over last year.

At the same time we were able to continue to invest in the ongoing rebuild of the Port Adelaide Football Club, with $2 million of budgeted strategic spending on further enhancing our football program and increasing our capacity to maximise our return from Adelaide Oval in 2014.

The improved on field performances of 2013 and a strengthening image of the club building its national presence will attract strong corporate support in 2014 and beyond.

Financial Year Result
- In 2012, the Port Adelaide Football Club recorded an operating loss of $2.1 million.
- In 2013, the like-for-like result is an operating loss of $1.7 million, a 20% improvement year-on-year.

Included in that result is $417,000 of one-off expenses related to the Adelaide Oval project, which when deducted from the overall year-end result produces a normalised bottom line outcome of a $1.283 million loss.

Year-on-year, this equates to a 39% performance improvement.

Summary
Whilst many aspects of the 2013 result are positive, as we have been saying all year, we still have a long way to go.

That said, it is clear the club is making significant progress.

We have been overwhelmed by your support  and cannot thank you enough for the enthusiasm you have shown.

But we have more to do.

Re-join as a member and sign a friend up along the way.

If you own a business, make yourself known to our team by calling the club on 08 8447 4044, and let’s find a way to do business with each other. And if you are even the slightest bit unsure of Adelaide Oval, don’t be! It is going to be enormous and we’re going to have a ball!

Thank you again for a year we will never forget.

Regards,
KT
The views in this article are those of the author and not necessarily those of the AFL or its clubs