Originally an unused space within Levels 5/6 of Etihad Stadium, the exclusive Diamond Club was developed as a new hospitality facility. It was decided that the best opportunity to maximise revenue from this area was to create a new product that didn’t compete directly with existing corporate products, and one that offered something unique to a new executive segment, currently under serviced.

The Diamond Club was targeted towards individuals who were willing to pay a higher price for a prestigious and exclusive environment offering networking and a ‘club style’ atmosphere. Members and guests received access to 12 events of their choice in the Club. All food and standard beverages were included with entry to the Club, similar to new concepts in the USA. Other benefits included AFL Grand Final ticketing, transferable AFL memberships and golfing privileges.

Membership numbers were limited to 90, with each Membership nominating an associate Member (up to 180 entry cards in total). In order to maintain guest integrity a Member or nominated associate had to be in attendance to access the Club area with any guests.