Venturing into the world of hospitality has become an increasingly popular venture among the AFL player fraternity, where a strong public profile can go hand in hand to adding value to a venue.
JLL senior vice president Will Connolly told realcommercial.com.au that AFL players owning cafes with business partners can be a powerful marketing tool.
“The hospitality industry naturally suits their skills sets given the team environment they’re accustomed to, whilst building a sustainable career that can support them long after they hang up their boots,” Mr Connolly said.
“It’s about creating legacy and purpose beyond the playing field, where their football profile becomes the foundation for genuine business success and continued community contribution.”
Mr Connolly – who managed the sale of the historic Spotswood Hotel last year to a hospitality group that included past and present Western Bulldogs players – said typically pubs were bought via a “syndicate environment.”
“An active player focusing on their current playing career, will pursue a venue with existing hospitality professionals, those of which can focus completely on the business, with an AFL player taking more of a consultancy role until such time as they are ready to commit their entire focus post playing career,” he said.
Here is a glimpse at some of the hospitality ventures owned by AFL players:
Spotswood Hotel, Spotswood
In late 2025, a hospitality group comprised of past and present Western Bulldogs as investors snapped up the historic Spotswood Hotel.
The Mona Castle Group led by ex-Bulldog Lukas Webb, former Footscray VFL player Bradley Olsson and their mate Nicholas Schultze purchased the venue at 62 Hudsons Rd, Spotswood.
The Spotswood Hotel was acquired by the Mona Castle Group in 2025. Picture: Supplied
Western Bulldogs vice-captain Tom Liberatore and former full-forward Jack Redpath, were among the group’s backers.
Mr Connolly said the hotel’s sales price was undisclosed, with the off-market deal completed following months of negotiations.
According to the Victorian Heritage Council, the Spotswood Hotel was built in 1888, and was formerly known as the Spottiswoode Hotel and is significant for its association with the Spottiswoode family for the suburb’s namesake.
Mr Connolly said the hotel which featured a beer garden, bistro and restaurant space, had undergone a significant ground floor refurbishment.
The group also owns the Ascot Vale Hotel, and the Mona Castle Hotel in Seddon.
Whiplash Cafe, Hawthorn
A love of coffee saw two mates, former Collingwood defender Jordan Roughead and hospitality heavyweight Jordan Faulkner team up to open Whiplash Café in Hawthorn in late 2021.
The old school style milk bar – which had sat idle for years – was transformed into a takeaway style, ‘pandemic-practical café.’
Whiplash Cafe in Hawthorn, owned by Jordan Roughead and business partner Jordan Faulkner. Picture: Supplied
Located at 226 Auburn Road, Hawthorn, Whiplash Café is also owned by AFL players Callum Brown, Nathan Murphy and Brody Mihocek, alongside chef Will Steele.
Four-and-a-half years since Whiplash Café opened, Mr Steele said they would like to think the business was something of an institution in the area.
“We can pretty much operate off our regulars alone and then people that come to the area is certainly an added bonus,” he said.
He said many Collingwood players frequent the café, particularly because the club’s in-house osteopath is located across the road.
Meanwhile, just last month the team expanded their hospitality offerings with the opening of a diner, named Aftermath in Prahran.
Doutta Gala Hotel, Kensington
Former AFL players Luke Hodge, known for playing for the Brisbane Lions and Hawthorn Football Club, and Andrew Walker, from the Carlton Football Club, were among the investors involved with the new look Doutta Gala Hotel in Kensington, which underwent significant renovations giving it a new lease of life.
Located at 339 Racecourse Road, Kensington, the historic hotel first opened its doors in 1889, and after almost a year of works, it reopened to the public, retaining its famous heritage red doors, and offering patrons a public bar, restaurant, outdoor dining and function spaces.
East End Wine Bar, Hawthorn East
Melbourne Football Club captain Max Gawn is a co-owner of East End Wine Bar in Hawthorn East, which opened in 2019, inside the century-old former Young’s Auction House.
Max Gawn and East End Wine Bar ownership group (from left to right) Phil Gjisbergs, Craig Tate and Richard Donovan. Picture: News Corp
The wine bar serves pizzas and snacks designed to share, and an array of ‘carefully selected’ wines from young and emerging winemakers.