More interesting than the Eagles giving away memberships to sick puppies, is the distributions of memberships.
The 3 clubs the AFL have tipped most money into - GWS, GC and Brisbane can still only generate 7% of the memberships between them.
A cursory google shows at least $120m has been spent on generating that 7% since 2011. They've made up revenue shortfalls to GWS from lack of sponsorship interest, and Brisbane have been thrown money to get out of debt.
I don't know who runs the ROI numbers down at the AwFL, but it looks completely Webered.