The 2025 AFL Grand Final, held on September 27 at the Melbourne Cricket Ground (MCG), was not only a sporting spectacle but also a significant economic event, underscoring the Australian Football League’s (AFL) pivotal role in Australia’s business and investment landscape.
Record-Breaking Viewership and Sponsorship Revenue
The Grand Final attracted a national television audience of 4.076 million viewers, including 969,000 on the Seven Network’s streaming platform, 7plus. This viewership marked the third-highest rating AFL Grand Final in the past two decades, trailing only the 2016 and 2021 finals. The event also became the most-watched Australian TV program of 2025, surpassing the State of Origin rugby league series.
In terms of sponsorship, Seven Network’s coverage of the Grand Final reached 6.1 million Australians across Seven and 7plus Sport, making it the highest-rated TV event of the year.
Economic Impact on Melbourne and Beyond
The AFL Grand Final significantly boosted Melbourne’s economy, with hotels and restaurants experiencing record bookings. The influx of interstate visitors, particularly from Brisbane, contributed to increased demand in hospitality and retail sectors. While the event’s economic benefits were substantial, some local businesses expressed concerns about the increased demand for their services.
Future Considerations: MCG Upgrades and Interstate Hosting
Proposed upgrades to the MCG, including the addition of a new Shane Warne Stand to increase capacity by 5,000 seats, may result in the AFL Grand Final being played interstate for one or two years. The Victorian Government and Melbourne Cricket Club are contributing funds for a feasibility report on the upgrades.
The 2025 AFL Grand Final exemplified the event’s dual role as both a premier sporting contest and a significant economic driver. Its record-breaking viewership and substantial economic impact highlight the AFL’s importance in Australia’s business and investment sectors. As the league continues to grow, its influence on the economy and its potential for future developments remain areas of keen interest for investors and business leaders alike.