A number of factors contributed to the excellent result, most notably the record club membership of 36,493 - a figure that ensured Essendon again had the largest membership base of any Victorian club. The overall marketing contribution at the club was also a record. It contributed $7.7 million, a $700,000 increase on the record figure achieved in 2000.
Essendon chief executive Peter Jackson said the financial result was excellent. ""It is a very significant result given we reported a profit of $1.6 million in 2000 and we estimate over $400,000 of that was due to winning the Premiership,"" Jackson said.
""Membership is obviously a critical part of maintaining financial stability and I thank our members for their support. The marketing contribution was fantastic. Our merchandise sales, excluding the impact of winning the Grand Final, were up on 2000 sales which is an excellent result.""
Jackson re-iterated how important it was for the club to maintain its financial stability as the costs of running a football club continue to rise. In 2001 alone, the total cost of running the football department jmuped from $8.9 million to $10 million. He said economic conditions will put pressure on revenue generation in 2002.
""Events around the world have impacted on world economies. We expect the market for corporate hospitality to be as difficult as it was in 2001. The redevelopment at the MCG will also add pressure,"" he said. ""As a result of this we are budgeting for a profit in the vicinity of $500,000 in 2002.""
""We did not reach our ultimate goal in 2001 but we had an excellent year nonetheless. Members should be very proud of the efforts of all people at the club and be assured the team and the club will again do them proud in 2002.""
