HAWTHORN midfielder Brad Sewell has fired the latest shot in the AFL players' public battle to be paid an overall share of league revenue from next year.

The AFL and the AFL Players' Association are about to start negotiations on a new collective bargaining agreement, with the players hoping to secure 27 per cent of yearly total revenue, regardless of what that revenue actually is.

AFL CEO Andrew Demetriou labelled the players' proposed method for determining their salary as "lazy" on Triple M radio on Saturday, prompting a measured response from Sewell.

"We were a little bit disappointed that it was labelled in such a way," the star Hawk said at Waverley Park on Monday.

"Our guys have been doing a truckload of work behind the scenes in preparing for once that deal was done with the AFL and the broadcasters."

The AFL will seek to lock in a pre-determined base amount for all five years of the agreement, plus benefits.

It believes that some of its revenue, such as government grants which require 100 per cent of funds to be used on their designated purpose, cannot be counted when determining total player payments.

But Sewell, a member of the AFLPA's board of directors, said research done by the players' union suggests their request is in line with other sports.

"From an AFLPA perspective, the percentage that we're going for, that's something that's consistent around the world, that benchmark," he said.

He reiterated the players' mantra that they are "united" in their determination to achieve the 27 per cent figure.

"The players are totally united behind where we're heading and the targets that we're aiming for," he said.

"So in that regard we'll be heading into these negotiations in good faith and a good manner, and hoping for a fair and reasonable outcome for all parties."

Demetriou told Triple M why he believes the AFLPA's proposal might not be in the best interests of either party.

"I don't want to sit down with players in good faith and lock them into a revenue formula that may at the end of the day actually preclude them from getting more money," the league chief said.

"Once you lock in a percentage of revenue, then you may as well just go home and not do any more work.

"It's just a lazy way to look after your members if you really want to know.''

Under the current CBA, which will expire at the end of this season, total player payments have risen each year from $6,943,750 in 2007 to $8,212,500 in 2011.

The minimum base salary for a third-year senior-listed player is currently $66,900 per year, plus $2,900 per senior match played.