I am not trying to belittle or simplify the NRL / AFL or any sporting franchise by comparing it to maccas or HJYou are assuming a rather silly dichotomy of "business" and "magical mythical sports"
Of course the AFL operates on a commercial basis. This is very very different to saying that the administrators, say, are only interested in profits.
The AFL is run on a commercial basis by AF people who are motivated by the long term growth and health of the game. People can argue how effectively they achieve that, to what extent they can be prone to putting the "means" before "ends" and even to what extent shady conflicts on interest may exist at the margin.
Ultimately though using the language of "business" and "customers" while implying that that a sporting league - particularly one that is NFP from the professional level down - is no different to a burger franchise chain just shows a supreme shallowness of understanding.
I use that as my comparison to try and remove some of the inherent bias I and others have.