In Good Company

The Business of the AFL (Part 2): The Commercial Game

In Part 2, we shift from structure to strategy — unpacking how the AFL actually operates as a commercial beast. Using Gather Round as our lens, we break down how the league creates value across multiple layers — from corporate hospitality and partner opportunities, to tourism outcomes for host states and incremental revenue streams for clubs. But it’s not just about the dollars. We also explore the role of fan experience in a broadcast-first sport, and how initiatives like Gather Round bring the game back to its roots — from packed suburban grounds to destinations like Norwood and the Barossa. And of course, we couldn’t help ourselves… we finish by looking ahead. What happens next? Does South Australia keep it? Who else is in the mix? And how far can the AFL take this model?

The Business of the AFL (Part 1): How It Works

You can take the girls out of the AFL… but you can’t take the AFL out of the girls. With both Em & Karina having worked in the industry, we’re heading back to our roots to unpack all things AFL - but through a business lens. Coming to your ears from South Australia in the lead-up to Gather Round, this is Part 1 of a 2-part series diving into the business of the AFL. In this episode, we break down the (surprisingly interesting) structure behind the AFL and its clubs — from its not-for-profit, public company model to how the whole ecosystem actually works. We also start to explore how the league has evolved over time, leaning into innovation and new opportunities to become the commercial juggernaut it is today. The US billionaire who tried to buy GWS, Tom Morris - https://www.sen.com.au/news/2026/03/24/afl-2026-tom-morris-story-time-the-us-billionaire-that-tried-to-buy-the-gws

Business Confessionals: Success According to Who?

In this week’s episode of Business Confessionals Karina opens up about how her definition of success has completely shifted since going out on her own - and how ambition doesn’t always look the way you thought it would. Less external validation, more internal “am I actually okay with this?” We also get into the big one - building a business as a woman while trying to figure out if/when a family fits into the picture (and how the timeline pressure quietly creeps in whether you like it or not). And from the community: * “I haven’t paid my last three BAS payments…” * “I honestly cannot be bothered with social media anymore. Are we all just full-time content creators now??” So yes - we’re talking money avoidance, content fatigue, shifting priorities… and what success actually looks like when no one’s clapping. If you’ve ever questioned your ambition, your timelines, or your tolerance for Instagram… you’re in good company.

A (slightly delusional) post-launch debrief

This one’s the comedown after the launch. A proper, slightly delusional post-launch debrief - what the past few weeks have actually looked like behind the scenes, from juggling business and life to navigating pressure, cash flow challenges and figuring out what’s next. Emily shares the reality of balancing In Good Company, The Management Group and life, while Karina opens up about a tough financial patch, what it forced her to change, and how she’s come out the other side. We also get into life outside of work, big decisions on the horizon, and whether we’re actually taking a break over Easter… or just pretending to. No highlight reel. Just where we’re really at.

The business of being Titus O’Reily

We said we were bringing good people… and this week, we really mean it. In this episode of In Good Company, we’re joined by the one and only Titus O’Reily — writer, comedian, and the mind behind one of Australia’s most recognisable personal brands. We get into how “Titus O’Reily” came to life, what it takes to turn a passion into a sustainable business, and the realities of building a career off the back of something you genuinely enjoy. We also cover: * Personal branding (beyond the highlight reel) * Creative vs. commercial work * Boundaries, decisions, and what to say no to * Lessons from self-employment A good one for anyone building something of their own - or thinking about it. https://linktr.ee/youreingoodcompany