LEAGUE chief executive Andrew Demetriou has issued a blunt ultimatum to the MCG and Docklands to share their wealth with the 10 Victorian clubs or risk AFL football being played elsewhere.

Speaking to Melbourne radio station SEN on Saturday afternoon, Demetriou called for action on the existing deals and did not rule out the establishment of a third major venue – to also support the competition's expansion to 18 clubs – if an agreement wasn't struck.

"It (a third stadium) was raised by the clubs at the club presidents' meeting," he said. "There are always possibilities and options.

"The way things are happening here at Docklands and the MCG, I don’t understand why we would actually bring their games here."

Demetriou said the Victorian clubs were crucial to the football economy and was disappointed with the "unfair" and "unjust" stadium deals forced upon them.

"They (the Victorian clubs) drive the revenues at this ground (the MCG) and at Docklands, and help drive our broadcasting rights," he said.

"Things are going very well [for the venues], but the clubs aren’t sharing in the upside."

Describing the MCG arrangement as "insulting", Demetriou confirmed the League had requested the assistance of the Victorian government to influence the Melbourne Cricket Club to provide an "enormous boost" for some of the struggling clubs.

"We always thought there was something going on with the stadium deals – there was an imbalance," he said.

"Clubs [in Victoria] are keeping 30 per cent of the revenue, which means the remainder of the revenue is being kept by the stadium.

"Outside Victoria, this revenue [going back to the interstate clubs] is around 60 to 70 per cent."

And despite the current economic climate, Demetriou remains confident the competition's push into western Sydney is still viable after 11 years' preparation and work in the area.

"It’s a major challenge", he said. "We’re not delusional to think that it is going to be easy.

"We’re in a strong position financially and we’re willing to invest.

"It's an area which isn’t an AFL heartland. It’s an area where we have to win the hearts and minds of the people.

"[But] we do think in 10 and 20 years' time we will reflect and say that was the right decision."