What Brisbane Lions does

The Brisbane Lions (legally Brisbane Bears – Fitzroy Football Club Limited t/a Brisbane Lions Australian Football Club) are a member-owned professional Australian Rules Football club headquartered at Brighton Homes Arena, 16 Eden Station Drive, Springfield Central, Queensland. Formed on 4 July 1996 through the merger of the Brisbane Bears and Fitzroy Lions — the first union of two VFL/AFL clubs — the club competes in the elite men's AFL, women's AFLW, and men's VFL competitions, and runs the Youi Brisbane Lions Academy talent development program in partnership with principal partner Youi. The club also operates the Lions Institute of Business and Sport with TAFE Queensland as an education pathway. Home AFL matches are played at the Gabba (Woolloongabba), with AFLW matches hosted at Brighton Homes Arena and a Melbourne office at Docklands supporting Victorian operations. The club is governed by a member-elected Board chaired by Andrew Wellington, with Sam Graham appointed Chief Executive Officer in 2025 after Greg Swann's departure to the AFL.

Revenue is generated across six core streams: annual memberships (a record 75,766 for the 2026 season, eight consecutive years of growth), match-day ticketing (six Gabba sell-outs and 31,100 average attendance in 2025), merchandise through the Lions Shop online (shop.lions.com.au) and physical retail (812 Stanley Street, Woolloongabba), premium corporate hospitality (Premiership Lounge, GG, AreaVIP, Youi Fan House, Corporate Suites, Open Air Boxes, plus the new Buffalo Trace Barrel House at Gate 4), corporate partnerships (principal partner Youi extended through 2029; New Balance apparel extended through 2030; plus majors Hyundai, XXXX, Keri Juice; ~9 premier partners; ~15 official partners; media and supply partners), and member cashback programs (e.g., up to A$1,000 cashback on selected Hyundai models). The club reported becoming debt-free for the first time since 2010 on the back of a healthy operating profit and has won back-to-back AFL premierships (2024, 2025) along with the McClelland Trophy for the first time in combined club history.

The Brisbane Lions are pursuing infrastructure-led expansion centered on the Brighton Homes Arena precinct (which has hosted approximately one million visitations over three years), a A$50 million Community Hub adjacent to the arena (Development Application submitted to Ipswich Council in September 2025), and the future A$3.6 billion, 63,000-seat Victoria Park stadium being developed for the 2032 Brisbane Olympics that will replace the Gabba. Commercial, community, and partnership activities are amplified through owned digital channels (lions.com.au, official iOS/Android apps, Instagram, TikTok, X, Facebook, YouTube), broadcast and radio partners (Seven Queensland, B105 FM, Triple M), and a 5,200km Premiership Cup tour across regional Queensland.

Name

Brisbane Lions

Legal name

Brisbane Bears – Fitzroy Football Club Limited t/a Brisbane Lions Australian Football Club

Website

https://lions.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Brisbane Lions is a member-owned professional Australian Rules Football club formed in 1996, competing in the men's AFL, women's AFLW, and VFL and operating the Youi Lions Academy; it generates revenue through memberships, ticketing, merchandise, corporate hospitality, and partnerships for Queensland fans, sponsors, and community members.

Ownership category

akta.pro rank

Product category

Professional Sports Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Professional & Major League Stadiums (MPAKAEAA), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Professional football club
• AFL teams
• Sports membership program
• Team merchandise retail
• Corporate hospitality events

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Memberships: Annual club memberships providing access to AFL and AFLW matches at the Gabba. The club achieved record membership of 75,766 for the 2026 season, marking eight consecutive years of growth.
2. Ticketing: Ticket sales for AFL home games at the Gabba. The club sold out six matches with an average crowd of 31,100 in 2025.
3. Merchandise: The Lions Shop at shop.lions.com.au sells official club merchandise including apparel, accessories, and memorabilia.
4. Hospitality: Corporate hospitality offerings including Premiership Lounge, GG (Gabba Grounds), AreaVIP, Youi Fan House, Corporate Suites, and Open Air Boxes at the Gabba.
5. Corporate Partnerships: Sponsorship arrangements with principal partner Youi, major partners (Hyundai, XXXX, Keri Juice), premier partners (BMD, Brighton Homes, New Balance, McDonald's, etc.), official partners, supply partners, and media partners.
6. Member Cashback Programs: Member cashback offers such as up to $1,000 cashback on selected new Hyundai models for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

The Brisbane Lions operates professional AFL, AFLW, and VFL football teams and sells associated products including annual club memberships, match-day tickets, official merchandise, corporate hospitality packages, and talent development pathways through the Youi Lions Academy. The club generates revenue from fan memberships, ticket sales, merchandise retail, corporate hospitality, and sponsorship partnerships, delivering elite sporting entertainment and community programs to Queensland-based members and supporters.

Product overview

Brisbane Lions operates as a multi-team football club offering elite competition across three levels: AFL (men's), AFLW (women's), and VFL (men's reserves). The club provides talent development through the Youi Lions Academy, retail merchandise via the Lions Shop, membership subscriptions, and corporate hospitality experiences. The various teams and programs are connected through shared community initiatives and the club's training facility at Brighton Homes Arena.

Differentiator

Problem solved

Functional benefit

Brands

• Youi Fan House: Match day destination at the Gabba combining atmosphere, history and premium views
• Buffalo Trace Barrel House
• Lions Institute of Business and Sport
• Lions Legacy

Products and services

• Brisbane Lions AFL Team The club's elite men's Australian Football League team competing in the AFL premiership season, featuring players such as Lachie Neale, Harris Andrews, Hugh McCluggage, and Josh Dunkley. The team plays home games at the Gabba in Brisbane.
• Brisbane Lions AFLW Team The club's elite women's Australian Football League team competing in the NAB AFLW season, featuring players such as Ally Anderson, Bre Koenen, and Belle Dawes. The team plays home games at Brighton Homes Arena.
• Brisbane Lions VFL Team The club's men's Victorian Football League team serving as a reserves competition pathway for the AFL program.
• Membership Program Annual club membership offerings providing access to AFL and AFLW home games at the Gabba, exclusive content, merchandise discounts, and member benefits. Membership tiers include Digital Membership and Full Membership with annual billing.
• Lions Shop The club's official merchandise retail store offering apparel, accessories, and supporter items for both AFL and AFLW teams. Includes products such as AFL Guernsey at $130, headwear from $25, and water bottles from $50.
• Corporate Hospitality Premium game-day experiences including the Premiership Lounge, GG (Gabba Grounds), AreaVIP, Youi Fan House, Corporate Suites, and Open Air Boxes at the Gabba, offering corporate entertainment, networking, and client engagement.
• Youi Lions Academy The club's talent development pathway program for young players from Queensland, operated in partnership with principal partner Youi and supported by PM Capital.
• Lions Institute of Business and Sport A collaboration between Brisbane Lions and TAFE Queensland providing educational pathways and career development in sport for students interested in sports careers.

Quantifiable outcome

• Back-to-back AFL premierships in 2024 and 2025
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

50 partnerships are on record, tiered flagship, premier, core, major, supporting and minor.

• Buffalo Trace BourbonflagshipStrategic or Co-development Partner · 1 March 2026Buffalo Trace Bourbon is an Official Partner bringing the Buffalo Trace Barrel House bar experience to the Gabba at the River Bar (Gate 4). The premium bourbon bar opened for the Easter Thursday clash against Collingwood and is available at every home game in 2026.
• New BalancepremierStrategic or Co-development Partner · 1 March 2025New Balance is the Official Apparel Partner supplying elite performance and supporter apparel across AFL and AFLW programs. A five-year extension was signed in March 2025, taking the partnership through to the end of 2030. The partnership is delivered with Belgravia Sports Apparel.
• YouicoreStrategic or Co-development Partner · 1 January 2025Youi is the Principal Partner of the Brisbane Lions, supporting AFL, AFLW, and Academy programs. The partnership includes a five-year extension signed in late 2024 through the end of 2029. Youi also sponsors the Youi Fan House at the Gabba and the Youi Lions Academy.
• HyundaimajorStrategic or Co-development PartnerHyundai is a Major Partner of the club, offering exclusive deals to members including up to $1,000 cashback on selected new Hyundai models. The partnership includes member offers and brand activations at the Gabba.
• XXXXmajorStrategic or Co-development PartnerXXXX is a Major Partner (beer brand) supporting the Brisbane Lions.
• Keri JuicemajorStrategic or Co-development PartnerKeri Juice is a Major Partner providing beverage products for the club.
• BMDpremierStrategic or Co-development PartnerBMD is a Premier Partner in the AFLW program and an official partner of the club, providing construction and engineering services.
• Brighton HomespremierStrategic or Co-development PartnerBrighton Homes is a Premier Partner and the naming rights sponsor of Brighton Homes Arena, the club's headquarters and training facility in Springfield Central.
• McDonald'spremierStrategic or Co-development PartnerMcDonald's is a Premier Partner of the Brisbane Lions.
• CaltexpremierStrategic or Co-development PartnerCaltex is a Premier Partner of the Brisbane Lions.
• Ray WhitepremierStrategic or Co-development PartnerRay White is a Premier Partner of the Brisbane Lions.
• TabpremierStrategic or Co-development PartnerTab is a Premier Partner of the Brisbane Lions (wagering operator).
• Triple MpremierStrategic or Co-development PartnerTriple M is a Premier Partner and media partner of the Brisbane Lions, broadcasting club content and match coverage.
• McCormackflagshipStrategic or Co-development PartnerMcCormack is a partner for the 2026 and 2027 AFL men's seasons, announced following the club's back-to-back premiership success.
• AusencosupportingStrategic or Co-development PartnerAusenco is an Official Partner of the Brisbane Lions.
• Beyond PaymentssupportingStrategic or Co-development PartnerBeyond Payments is an Official Partner of the Brisbane Lions.
• Brooke's BloomssupportingStrategic or Co-development PartnerBrooke's Blooms is an Official Partner of the Brisbane Lions.
• Containers for ChangesupportingStrategic or Co-development PartnerContainers for Change is an Official Partner promoting recycling initiatives.
• Corporate Travel ManagementsupportingStrategic or Co-development PartnerCorporate Travel Management is an Official Partner of the Brisbane Lions.
• Ipswich City CouncilsupportingStrategic or Co-development PartnerIpswich City Council is an Official Partner supporting the club's community initiatives.
• MatersupportingStrategic or Co-development PartnerMater is an Official Partner of the Brisbane Lions (healthcare provider).
• OMOsupportingStrategic or Co-development PartnerOMO is an Official Partner of the Brisbane Lions.
• SureVisionsupportingStrategic or Co-development PartnerSureVision is an Official Partner of the Brisbane Lions.
• TicketmastersupportingChannel Partner/ Reseller/ DistributorTicketmaster is an Official Partner handling ticket sales and membership processing for the club.
• TyrepowersupportingStrategic or Co-development PartnerTyrepower is an Official Partner of the Brisbane Lions.
• SwyftxsupportingStrategic or Co-development PartnerSwyftx is an Official Partner of the Brisbane Lions (cryptocurrency exchange).
• B105 FMsupportingGTM or Marketing PartnerB105 FM is a Media Partner broadcasting club content and match coverage.
• Seven QueenslandsupportingGTM or Marketing PartnerSeven Queensland is a Media Partner broadcasting club matches and news coverage.
• The Advertising WorkssupportingGTM or Marketing PartnerThe Advertising Works is a Media Partner providing advertising services.
• TAFE QueenslandflagshipStrategic or Co-development PartnerTAFE Queensland collaborates with the Brisbane Lions through the Lions Institute of Business and Sport, providing educational pathways and career development for students interested in sports careers.
• AFLQ (AFL Queensland)coreStrategic or Co-development PartnerAFLQ is a Community Partner supporting grassroots football development and participation across Queensland.
• Beyond DVcoreStrategic or Co-development PartnerBeyond DV is a Community Partner working with the club on domestic violence awareness initiatives, including the Lions co-captain Harris Andrews' bursary program.
• Deadly ChoicessupportingStrategic or Co-development PartnerDeadly Choices is a Community Partner promoting indigenous health and football participation.
• Multicultural AustraliasupportingStrategic or Co-development PartnerMulticultural Australia partners with the Lions on youth engagement initiatives in the Springfield community, including bike building workshops.
• QLD GovernmentcoreStrategic or Co-development PartnerQLD Government is a Community Partner supporting the club's operations and the Victoria Park stadium development for the 2032 Olympics.
• The Long WalksupportingStrategic or Co-development PartnerThe Long Walk is a Community Partner celebrating culture, community and reconciliation through football. The Lions host the annual AFL Long Walk ahead of matches.
• QTFN (Queensland Tennis Federation)supportingStrategic or Co-development PartnerQTFN is a Community Partner of the Brisbane Lions.
• Accurate RoadsminorStrategic or Co-development PartnerAccurate Roads is a Supply Partner providing road profiling services.
• Alpha SportminorStrategic or Co-development PartnerAlpha Sport is a Supply Partner providing sports equipment.
• Brisbane AirportminorStrategic or Co-development PartnerBrisbane Airport is a Supply Partner.
• BSc SupplementsminorStrategic or Co-development PartnerBSc Supplements is a Supply Partner providing nutritional supplements for players.
• Cool RidgeminorStrategic or Co-development PartnerCool Ridge is a Supply Partner (water brand).
• GatorademinorStrategic or Co-development PartnerGatorade is a Supply Partner providing sports drinks for players.
• Hart SportminorStrategic or Co-development PartnerHart Sport is a Supply Partner providing sports equipment.
• New EraminorStrategic or Co-development PartnerNew Era is a Supply Partner (headwear brand).
• SignaceminorStrategic or Co-development PartnerSignace is a Supply Partner providing signage solutions.
• SPOT ProductionsminorStrategic or Co-development PartnerSPOT Productions is a Supply Partner providing production services.
• SchweppesminorStrategic or Co-development PartnerSchweppes is a Supply Partner (beverage brand).
• Tommy Gun'sminorStrategic or Co-development PartnerTommy Gun's is a Supply Partner (barber shop).
• Treasury Wine EstatesminorStrategic or Co-development PartnerTreasury Wine Estates is a Supply Partner (wine supplier).

Scale indicators13 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Richmond Tigers: Richmond is a fellow AFL club with a comparable multi-team (AFL/AFLW), member-owned operating model and similar revenue mix of memberships, ticketing, sponsorship, and merchandise.
• Port Adelaide Power: Port Adelaide is a directly comparable AFL club operating the same AFL, AFLW, and SANFL-aligned model with overlapping sponsor categories and a similar match-day revenue structure.
• Essendon Bombers: Essendon is a directly competing AFL club with a similar AFL/AFLW operating model, comparable membership and ticketing revenue streams, and a recurring on-field rival relationship.
• Collingwood Magpies: Collingwood is another AFL club competing in the same league as Brisbane Lions with similar membership, ticketing, merchandise, and corporate hospitality revenue streams, and is a recurring on-field rival.
• Sydney Swans: Sydney is a directly comparable AFL club with a strong membership base, large corporate partner portfolio, and similar AFL/AFLW multi-team operations.
• Melbourne Demons: Melbourne is a fellow AFL club with AFL, AFLW, and reserves programs operating under the same league structures and a comparable membership, ticketing, and sponsorship mix.
• Carlton Blues: Carlton is a fellow AFL club with a comparable member-owned structure, AFL/AFLW operations, and a similar corporate hospitality and merchandise revenue mix.
• West Coast Eagles: West Coast is a directly comparable AFL club with a similar fan engagement, membership, and sponsorship structure, and a recent trade-partner relationship with Brisbane Lions (Oscar Allen, Brandon Starcevich, Deven Robertson).
• Hawthorn Hawks: Hawthorn is a directly competing AFL club with a comparable multi-team (AFL/AFLW), member-owned model and similar sponsorship, ticketing, and merchandise revenue streams.
• Geelong Cats: Geelong is a directly competing AFL club with a similar member-owned model, comparable membership scale, and a recent premiership-era commercial profile analogous to Brisbane Lions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brisbanelions
• YouTubeyoutube.com/user/BrisbaneLionsAFC
• Facebookfacebook.com/BrisbaneLions
• Instagraminstagram.com/brisbanelions
• TikToktiktok.com/@brisbanelions
• LinkedInlinkedin.com/company/brisbane-lions

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brisbane Lions