Actually we can quanity this from the 2013 GWS Annual Report
Revenue: $31,959,745 (up from 30.7 million)
Profit: $30,386 (2012 loss of $176,647)
Football Expense: 20.1 million (up from 19.3 million)
Sponsorship: 9.2 million (up from 7.7 million)
membership and merchandise: 1.4 million (down from 1.6 million)
AFL distributions and match receipts: 18.2 million (down from 18.6 million)
- Note: The AFL 2013 Annual Report says that the league paid $10,739,611 to GWS (which corresponds roughly to the league average). Its is however highly unlikely that GWS made an extra 7 million in match receipts. It appears that at least 7 million extra will have come from the leagues New Markets funding (budgeted at 11.5 million in 2013).
In most clubs this extra funding comes from match receipts and memberships. Sponsorship is definitely where it should be. That with the average AFL dividend comes to about 20 million. The other stuff comes with growth in support - merchandise, gate reciepts and memberships.
And he was told wrong - if he was told at all. The AFL does not count participation in school or community programs unless that person participates for at least six weeks.