The GVL recorded an annual loss of $87,005 for the 2023-24 financial year, but has made a speedy recovery to boast a profit of $54,255 for the year to October 2025, a six-figure turnaround of $141,260 in 12 months.
The losses in previous years were put down to delayed finals expenses, higher interleague hosting costs and unmet sponsorship targets for the league's new app.
The league’s return to profit stemmed from a 25 per cent increase in club levies, which was the first increase since COVID-impacted seasons, and a 32 per cent increase in finals gate takings, after the entry fee for adults increased by five dollars and pension and concession prices increased by six dollars.
Hosting the interleague game at Deakin Reserve in 2024 came at a significant cost for the league, that expense not incurred in 2025 as Ovens and Murray hosted the fixture.
The GVL’s partnership with New Balance reportedly reduced apparel costs by 52 per cent compared to 2024 in another positive result for the GVL’s finance.
GVL board chair Peter Foott commended the board and member clubs for overcoming the financial strain, stating there was “no doubt” it was a difficult period initially.
“There’s no doubt the league was in a tricky position at the start of the year,” Foott said.
“The board had to look at ways to save money and cut costs across the league, and there were many long discussions by the board on how to do this.
“With the skill set of the board, along with the support of all member clubs, the league has finished in a much stronger position.”
The board of the league will remain stable, with casual board members Alice Milner and Daniel Irwin elevated to full board members, while Foott, Jason Sherlock, Ashok Kumar and Sharon O’Dwyer were not required to re-nominate for their positions.
Foott has been re-appointed as chair for 2026, with Sherlock to remain deputy chair.
The 2026 season will be a time of transition for the league as clubs and leagues in the Goulburn Valley prepare for the removal of regional administrative centres that will be phased out by season’s end.
In the GVL’s annual report, Foott’s chair report outlined the board’s intentions for dealing with the significant change.
“Next year will bring more interest to the GVL, with challenges and change to the way we operate, particularly as we learn more about the implications of the AFL Victoria RAC review,” he said.
“We will need to explore best practices in financial and competition management, also build processes and better structure for what our league will need to strengthen our way forward for the next decade to come.
“We will be building a new Strategic Plan and stronger financial model that will help implement how the league operates.
“We will need to employ more staff to help build our business and strengthen relationships with our commercial and club partners.”
GVL operations manager Brad Noonan thanked the board in the close of his operations report.
“While it was a challenging start to the year, it’s been a positive one for the league on and off the field,” Noonan stated.
“Thanks to the GVL Board for all their support and passion to make the GVL the leading sporting league in regional Victoria.
“As always, thank you to all club executives and delegates who provide so much of their time and energy to their clubs, helping create such a positive environment for their communities. Also, thanks to the AFL Goulburn Murray staff, thanks for your support and guidance.
“I look forward to another great year of the GVL in 2026.”
