Collingwood president Eddie McGuire has challenged the AFL's new financial model, suggesting the league has failed to reward the bigger clubs for their role in achieving the historic $2.5 billion broadcast deal that rolls out in 2017.

McGuire was a vocal adversary at Monday's annual grand final-week talks between the 18 clubs and the AFL Commission, questioning where the upside was for the Magpies in the contentious carve-up of the rich new six-year media agreement.

McGuire's view had been shared by West Coast chairman Alan Cransberg, who told Fairfax Media over the weekend: "We've got a two-and-a-half-billion-dollar deal and I'd like to think we'd all benefit from that," was the assessment of Cransberg, who said he would not overly push his protest until after scheduled talks with Gillon McLachlan this week.

"I understand we won't get as much as others and I'm relaxed about that, but in principle it just doesn't seem fair to me. We've helped create that deal, we've contributed to it."