Lowy and his boardroom colleagues are also hoping to cash in on the fragmentation of the media market and the opportunity that a number of new media platforms might offer as commercial partners who could boost the game's earning capacity.

But for now Lowy will not be pinned down by even forecasting a likely outcome.

"We have a clear understanding of the changes that have occurred in the market with regards to FTA, subscription and with the newer methods of digital distribution," he told journalists in a briefing after speaking to a Melbourne Victory in Business lunch on Friday afternoon.

"Clearly an objective is to maximise the revenue for the game, but also having a very important eye on how and who can impact and grow the game with us."

But, he added: "we need to dispel any monetary expectations. We have high expectations of ourselves to do the best possible deal in the market. That requires negotiations and discussions with the market. We haven't had that yet.