Simple.
Australian sporting organisations (cricket, AFL, rugby, soccer etc) are not for profit organisations.
This is a legal status with the Australian government in regard to tax.
Part of the requirements of being an Not For Profit Organisation is that the revenue you earn is to go back into services (naturally there are allowances for making investments to provide future revenue streams, rain day provisions etc) so as revenue increases, expenses will naturally increase as well. Additionly there is inventive to not have too much in savings, as it is harder to get government to agree to pay for new stadiums etc when they know you are sitting on a $100 million war chest.