A firm believer of the NFL’s ‘any given day’ principle, Western Bulldogs President Peter Gordon says more stringent equalisation measures will help the long-term prosperity of the competition.

An advocate for the league’s smaller franchises, Gordon wants all clubs to be afforded equal opportunity to prosper and grow - and equalisation is the first step.

“Competitive balance is not just about compensating clubs like mine for the structural inequities of the game, it’s about attacking those structural inequities themselves,” Gordon said.

“We don’t always want to be a receiver of revenue sharing, what we want to do is to grow our base so that in 20-25 years’ time we are the ones who are sharing revenue.

“The only way you can do that is by getting good free to air opportunities and marketing a competitive team over time – you don’t do that in one year.

“It’s a long game for us – we have to build that.”

Gordon said for all 18 clubs to see long-term success, a number of initiatives need to be put in place, but the eventual result would see a more even and competitive league.

“If we get competitive balance right then the perception will be that every Club has got not only the same salary cap but the capacity to pay it,” he said.

“I actually see if we get competitive balance and revenue sharing principles right, as the greatest revolution in favour of the smaller clubs to redress balance that we’ve ever had

“I think it could be a really exciting new era if it’s implemented properly.”