CASE STUDY Overview Established in 1991, Adelaide Football Club – nicknamed the Crows – has one of the largest membership bases in the AFL. In 2009 it had revenues of around $25 million, but like many sporting based organisations, much of that came from an inventory that’s fixed. Finding new revenue streams is an ongoing challenge for the club. So too, is controlling escalating expenses. Staying on top of both is dependent on excellent in

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