Collingwood chief executive Craig Kelly has criticised the inequities of the AFL fixture.
With the competition more two-tiered than ever before as the bottom six teams struggle to keep pace with the rest of the clubs, there is a significant advantage for those who get double-up matches against those opponents.
His comments came during Gather Round, which has also caused division among the industry due to Adelaide and Port Adelaide getting an extra home game against an interstate opponent.
"The fixture's flawed, the fixture's wrong and it's the most unequal part of our game now and everything else is equalised," Kelly said on Triple M.
"We've got to blow it up, start again and have an open mind about how we get an even situation where we're playing each other the right amount of times.
"The Anzac Day clash, how does that look, Carlton vs Collingwood, big games like that and the other side of it, we need to fill the stadiums because that's the revenue model, the entertainment model."
It comes at a time where the AFL is hunting games of consequence and an enormous chunk of profit comes from broadcast rights deals, giving them sway in critical decisions.
"We can't keep asking the media partners to be the only major form of revenue in the industry. There's ticketing agencies, there's third party positions where people are taking money from our game that we should be keeping ourselves," Kelly said.
"At some point in time, the competition will have to get to a point where not every year will it keep increasing, it just won't We're not a big enough market like (USA)."
It comes at a time where Collingwood plays just one home game at the MCG across a seven-week period.
While Kelly conceded the difficulty of the early season is partially because of the club's choices, he threw forward an alternate suggestion to increase fairness.
"Do we play each other once and say 'what does that look like' and then do we have an opportunity to start a new asset, the six in the middle of the season where we condense two weeks of footy for us to try some VFL players, for us to be able to bring some guys in who are not necessarily playing every week," Kelly pondere.
"We might say we've been going well to start the season, let's rest the old guys and see what the young guys do and let's play multiple times during the week.
"We've got almost a mini cup in the middle of the year that has a consequence and outcome that's good for the comp, and then we go into a finals system."
