West Coast Eagles

What West Coast Eagles does

West Coast Eagles is a privately held Australian rules football club licensed to compete in the AFL, AFLW, and WAFL competitions, headquartered at Mineral Resources Park in Lathlain, Perth, and owned by Indian Pacific Ltd. Founded in 1986 as a non-Victorian expansion club, the organisation has won four AFL premierships (1992, 1994, 2006, 2018) and operates a 51-100 person professional staff supporting both sporting and commercial operations. Its core product is the delivery of AFL and AFLW match-day experiences at Optus Stadium (Burswood), supplemented by ancillary revenue from SuperStore merchandise, premium hospitality, and community programs including Eagles Active, the First Nations Hub, and the Waalitj Foundation.

The club monetises a 28-tier membership catalogue that spans reserved seat AFL seasons, flexi 3/4/5-game packages, AFLW full-season and multipass products, interstate tiers for Victorian/eastern-states supporters, digital streaming bundles via Kayo Sports, international streaming via Watch AFL (Global Eagle), junior tiers from Baby Eagles through Eagles Rising Stars, cheer squad memberships, and premium hospitality from $3,510. Pricing is publicly disclosed, includes concession rates and Eagle Easy instalment plans, and is anchored by a Beneath Our Wings tenure-based loyalty programme (1-50+ years) that yields escalating SuperStore discounts (10-25%) and renewal lock-in.

Distribution and technology are delivered through the membership portal (membership.wce.com.au), an iOS/Android official app for mobile ticketing, the Eagles SuperStore e-commerce site, Ticketmaster for ticketing, Kayo Sports for streaming, and Telstra-built primary web infrastructure. Commercial sponsorship is concentrated among Platinum partners (Telstra, BHP, Mineral Resources, MyPlace, Tyrepower) and Major/Premier partners (Hungry Jacks, CUB, AGL, APD Global, Allianz, Channel Seven, The West Australian, 92.9 Triple M, Mix94.5). The club generates revenue primarily through subscription-based memberships, transaction-fee ticketing, retail, hospitality, sponsorship, and broadcasting distributions; total annual revenue is not publicly disclosed.

Name

West Coast Eagles

Legal name

Indian Pacific Ltd

Website

https://wce.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

West Coast Eagles is a Perth-based AFL, AFLW, and WAFL football club owned by Indian Pacific Ltd, operating 28 membership tiers and monetising match-day experiences at Optus Stadium, SuperStore retail, premium hospitality, and Platinum-tier sponsorships.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership subscriptions: The club generates primary recurring revenue from 28 distinct membership categories spanning AFL reserved seat, flexi, AFLW, junior, interstate, digital, supporter, cheer squad, and premium hospitality tiers. Memberships are sold as annual subscriptions (valid until October 31, 2026 for AFL; December 1, 2026 for AFLW), with Eagle Easy payment plan options including Upfront, TwoPart, and FourPart instalment structures.
2. Match-day ticketing: Revenue from ticket sales for AFL and AFLW home and away matches at Optus Stadium and Mineral Resources Park. Ticketing is managed via Ticketmaster, with reserved seating and general admission options. Match entitlements are tied to membership categories.
3. SuperStore retail: Eagles SuperStore (wcesuperstore.com.au) sells official merchandise including guernseys, apparel, accessories, and member-exclusive items. Member packs include SuperStore vouchers (e.g., $25 voucher with Eagles on Demand). SuperStore discounts scale with Beneath Our Wings tenure (10-25% for Gold through Blue & Gold tiers).
4. Premium hospitality: Eagles Hospitality (eagleshospitality.com.au) offers premium match-day experiences including function rooms, in-seat service, food and beverage packages at Optus Stadium. Premium Hospitality memberships start from $3,510 per year for reserved seats with function area access.
5. Digital streaming (Kayo partnership): Eagles on Demand memberships bundle a 12-month Kayo Standard ($280/year) or Kayo Premium ($350/year) subscription with digital member benefits. Stand-alone Kayo Premium is also offered at $375. The Kayo subscription auto-renews after the 12-month offer period at standard Kayo pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels14 records

Core offering

West Coast Eagles is an Australian rules football club that sells 28 distinct annual membership tiers granting AFL and AFLW match access at Optus Stadium and Mineral Resources Park, including reserved seat, flexi, interstate, digital streaming, junior, and premium hospitality packages. The club also operates the Eagles SuperStore for official merchandise, Eagles Hospitality for premium corporate entertainment, and the Beneath Our Wings loyalty recognition program rewarding multi-year tenure.

Product overview

The West Coast Eagles operates a multi-channel membership and fan engagement platform consisting of physical and digital membership tiers. The core offering centers on AFL and AFLW match access memberships ranging from Reserved Seat season tickets (A-E Reserve tiers, Club 87, Blue & Gold Terrace) to flexible Flexi packages (3/4/5 game options). Digital memberships include Eagles on Demand with Kayo Sports streaming integration for home and international viewers. The club also offers interstate and regional memberships (Victorian Gold/Platinum, Interstate) for supporters outside Western Australia. Junior membership programs span from Baby Eagles through Eagles Rising Stars for ages 0-17. The ecosystem includes the official mobile app, Eagles Active community platform, Eagles SuperStore ecommerce, and Eagles Hospitality services. The Beneath Our Wings loyalty program provides tiered recognition from 1-50+ years of membership with escalating benefits including SuperStore discounts, event invitations, and reserved seat upgrade priority.

Differentiator

Problem solved

Functional benefit

Products and services

• Reserved Seat Memberships (A Reserve, B Reserve, Behind Goals, Level 5) Season memberships granting the same reserved seat for all 12 AFL home matches at Optus Stadium across multiple price tiers with access to areas including Captain's Club (River View Room), Sports Lounge, and Premiership Terrace. Sold out with formal waitlist; targeting loyal WA fans seeking guaranteed match access.
• Flexi Memberships (3-Game, 4-Game, 5-Game) Flexible ticket packages allowing members to attend 3, 4, or 5 selected AFL home matches at Optus Stadium with general admission seating. Target price-conscious or schedule-constrained fans.
• AFLW Membership (full-season and 3-Game Flexi) Memberships providing general admission access to AFLW home and away matches, including a flexible 3-game multipass option. Target fans of the West Coast Eagles women's team.
• Victorian Gold and Platinum Interstate Memberships Interstate memberships providing general admission access to West Coast Eagles AFL away matches at MCG, Marvel Stadium, and other interstate venues, plus Priority 1 or Priority 2 AFL Finals ticket access. Target supporters living in Victoria and other states outside Western Australia.
• Eagles on Demand (Kayo Standard and Kayo Premium digital memberships) Digital memberships bundling a 12-month Kayo Standard ($280/year) or Kayo Premium ($350/year) streaming subscription with Eagles member benefits including a $25 SuperStore voucher and free WAFL match access. Target fans who consume matches via streaming rather than attending in person.
• Global Eagle Membership International streaming membership providing live and on-demand access to West Coast Eagles AFL matches via the Watch AFL platform. Target supporters residing outside Australia.
• Premium Hospitality Memberships Premium match-day hospitality packages starting from $3,510/year, including reserved seating for 12 AFL home matches and food and beverage offerings in function areas. Target corporate entertainment clients and high-net-worth individuals.
• Club 87 Premium reserved seating on Level 3 centre-wing south with access to the Sports Lounge function space at Optus Stadium. Targets premium hospitality customers seeking a sports bar-style match-day experience.
• Blue & Gold Terrace Reserved seating membership with access to the Premiership Terrace open-air area and premium food and beverages at Optus Stadium. Target premium hospitality customers.
• WA Cheer Squad Membership Supporter membership with allocated seating in alcohol-free section 131 at Optus Stadium for all AFL home matches, including an exclusive Cheersquad uniform. Target active fan supporters.
• Junior Memberships (Baby Eagles, Rick's Rascals, Rick's Rookies, Eagles Rising Stars) Age-tiered junior memberships spanning ages 0-17 including Baby Eagles (0-2), Rick's Rascals (2-4), Rick's Rookies (5-11) with player events and GA match access, and Eagles Rising Stars (12-17) with exclusive merchandise packs. Target parents introducing children to the club.
• In The Wings (Reserved Seat Waitlist Membership) Waitlist membership for prospective Reserved Seat members providing priority access to discounted Seat Return tickets and add-on household memberships. Targets fans awaiting reserved seat availability.
• Beneath Our Wings Loyalty Recognition Program Member loyalty and recognition program with tiered benefits (Member 1-4 years through Blue & Gold 50+ years) including escalating SuperStore discounts (10-25% permanent for Gold through Blue & Gold tiers), exclusive recognition events, and priority access for seating upgrades. Targets all members to drive renewal and tenure.
• Eagles SuperStore (Merchandise Retail) Official merchandise store (online at wcesuperstore.com.au and physical store at Mineral Resources Park) selling guernseys, apparel, accessories, and member-exclusive items. Discounts scale with Beneath Our Wings tenure. Targets fans and the broader consumer market.
• Eagles Hospitality Premium match-day hospitality experiences and event bookings at Optus Stadium and Mineral Resources Park, including function rooms, in-seat service, and food and beverage packages. Targets corporate clients and premium hospitality customers.
• Academy of Sport Business Educational program offering sport business training and development through eaglesasb.com.au. Targets students and aspiring sport business professionals.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and supporting.

• TelstracoreGTM or Marketing PartnerTelstra is listed as the Platinum Partner responsible for building the official West Coast Eagles website (noted as 'Created by Telstra' in the site footer). Telstra is also identified as a Premier Partner of the club. Telstra's network infrastructure supports the club's digital operations and serves as a key commercial sponsor.
• Hungry JackscoreGTM or Marketing PartnerHungry Jacks is the Major Partner of the West Coast Eagles (as identified in the footer partner section). The club also partners with Hungry Jacks for Plays of the Week content (e.g., 'Hungry Jacks WAFL Plays of the Day').
• BHPcoreGTM or Marketing PartnerBHP is listed as a Platinum Partner of the West Coast Eagles and serves as the Major Partner for the AFLW program (confirmed on the membership portal). BHP is a key commercial sponsor across both the men's and women's programs.
• Mineral ResourcescoreGTM or Marketing PartnerMineral Resources (Mineral Resources Park) is the naming rights partner for the club's primary training and administration facility at 42 Bishopsgate St, Lathlain. Listed as a Platinum Partner. Mineral Resources is also the 'Home of the West Coast Eagles' (confirmed on membership portal).
• MyPlacesupportingGTM or Marketing PartnerMyPlace is listed as a Platinum Partner of the West Coast Eagles.
• TyrepowersupportingGTM or Marketing PartnerTyrepower is listed as a Platinum Partner of the West Coast Eagles.
• AllianzsupportingGTM or Marketing PartnerAllianz is listed as a Platinum Partner of the West Coast Eagles.
• CUB (Carlton United Breweries)supportingGTM or Marketing PartnerCUB is listed as a Premier Partner of the West Coast Eagles.
• AGLsupportingGTM or Marketing PartnerAGL is listed as a Premier Partner of the West Coast Eagles.
• APD GlobalsupportingGTM or Marketing PartnerAPD Global is listed as a Premier Partner of the West Coast Eagles.
• 92.9 Triple MsupportingGTM or Marketing Partner92.9 Triple M is a Premier Partner radio broadcaster of the West Coast Eagles, providing media coverage and broadcast rights.
• Mix94.5supportingGTM or Marketing PartnerMix94.5 is a Premier Partner radio broadcaster of the West Coast Eagles.
• Channel SevensupportingGTM or Marketing PartnerChannel Seven (7plus) is a Premier Partner broadcast partner of the West Coast Eagles, providing television coverage of matches and club content.
• The West AustraliansupportingGTM or Marketing PartnerThe West Australian is a Premier Partner media partner of the West Coast Eagles, providing newspaper and digital news coverage.
• TicketmastercoreTechnology or IntegrationTicketmaster is the official ticketing platform for West Coast Eagles memberships and single-match ticket sales. The membership portal and app integrate with Ticketmaster for match ticket booking, Flexi bookings, seat upgrades, and the Seat Return Program.
• Kayo SportscoreChannel Partner/ Reseller/ DistributorKayo Sports is the exclusive streaming partner for Eagles on Demand digital memberships, providing 12-month Kayo Standard and Kayo Premium subscriptions bundled with digital membership benefits. The club offers members discounted rates vs RRP.
• Watch AFLsupportingChannel Partner/ Reseller/ DistributorWatch AFL distributes the Global Eagle international streaming membership for fans residing outside Australia, providing live and on-demand AFL content internationally.
• New BalancesupportingGTM or Marketing PartnerNew Balance is an official partner offering exclusive 30% discounts to West Coast Eagles members through the member offers section.
• TelethonsupportingStrategic or Co-development PartnerTelethon is listed as a community and charitable partner of the West Coast Eagles, supporting the club's community initiatives alongside Foodbank and the Waalitj Foundation.
• FoodbanksupportingStrategic or Co-development PartnerFoodbank is a community and charitable partner of the West Coast Eagles, supporting the club's community and charitable partnerships across Western Australia.
• Waalitj FoundationsupportingStrategic or Co-development PartnerThe Waalitj Foundation was established by the West Coast Eagles in 2005 to support reconciliation and empower First Nations Peoples. The club's First Nations Hub is a core community initiative, demonstrating the club's long-standing commitment to First Nations empowerment.
• Next Cup CafésupportingGTM or Marketing PartnerNext Cup café at Mineral Resources Park offers 10% discounts to West Coast Eagles members. Partnered under the member offers program.
• VenuesLivecoreOthersVenuesLive operates Optus Stadium and manages stadium conditions of entry. Members must comply with VenuesLive Conditions of Use when attending matches at Optus Stadium. The club hires facilities from VenuesLive for scheduled home matches.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Essendon Bombers: Essendon is a large AFL club with a comparable membership ecosystem including AFL, AFLW, interstate, and premium hospitality tiers. Direct peer in operating structure and commercial model serving Victorian and interstate fans.
• Geelong Cats: Geelong is a regional Victorian AFL club with a multi-tier membership and hospitality model. Direct peer in AFL/AFLW operations, SuperStore retail, and growing premium hospitality products. Note: GMHBA Stadium is explicitly excluded from West Coast Eagles interstate membership access, making Geelong a relevant competitive benchmark for away match scheduling.
• Richmond Tigers: Richmond is a multi-premiership AFL club with a similarly strong brand and high-margin membership/hospitality engine. Direct peer in terms of AFL and AFLW team operations, recurring membership revenue, and corporate hospitality pricing tiers.
• Brisbane Lions: Brisbane Lions are a multi-premiership AFL club with comparable membership, hospitality, and merchandise operations. Direct peer in AFL/AFLW operating model and a relevant benchmark for non-Victorian club commercial performance.
• Collingwood Magpies: Collingwood is one of the largest AFL clubs by membership base, recognised for commercial scale and a multi-tier membership model anchored at the MCG. Comparable to West Coast Eagles in operating AFL/AFLW teams, premium hospitality products, and merchandise scale, and serves as a benchmark for top-tier AFL commercial performance.
• Sydney Swans: Sydney Swans are a major-market AFL club with a high-revenue membership base and diversified commercial model. Direct peer in AFL/AFLW team operations, SuperStore retail, premium hospitality, and digital streaming products.
• Hawthorn Hawks: Hawthorn is a heritage Victorian AFL club with a comparable multi-tier membership model and corporate hospitality products. Direct peer in AFL/AFLW structure, SuperStore e-commerce, and partnership-driven revenue mix.
• Carlton Blues: Carlton is a heritage AFL club with comparable AFL/AFLW team structure and a multi-tier membership offering (reserved seat, flexi, digital, interstate). Comparable commercial operations including SuperStore e-commerce, app-based ticketing, and partnership portfolio.
• Adelaide Crows: Adelaide Crows represent the closest geographic peer to West Coast Eagles outside WA — an AFL/AFLW club with comparable interstate and digital membership tiers (used directly by Eagles for away-match access). Comparable in scale, two-team AFL/AFLW operating model, and stadium-anchored match-day revenue.
• Fremantle Dockers: Fremantle Dockers are the other Perth-based AFL club competing in the same league with a virtually identical revenue mix — memberships, hospitality, SuperStore retail, match-day at Optus Stadium-adjacent venues. Direct geographic competitor for WA fan wallet share and comparable in operational structure (AFL, AFLW, WAFL teams).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/westcoasteagles
• YouTubeyoutube.com/channel/UCA-p5tZJBwIABG5mAKPnRLA
• Facebookfacebook.com/WCEofficial
• Instagraminstagram.com/westcoasteagles
• TikToktiktok.com/@westcoasteagles
• LinkedInlinkedin.com/company/west-coast-eagles

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 West Coast Eagles