THE Western Bulldogs' stunning premiership win could be the spark for an unprecedented period of on-field equalisation.

That's the view of AFL chief executive Gillon McLachlan, who said on Friday that supporters of every team should be dreaming of great things on the back of the Bulldogs' success.

McLachlan said while the Brisbane Lions were now on the right track, finals appeared unlikely for them in 2017 but fans of every other club had reason for optimism.

"We want our eight million supporters to go into the year thinking that if we can't win it this year, then over a two, three or four-year journey they're a real chance," he told Triple M radio.  

"Next year, most clubs will think they're a chance for the finals." 

McLachlan said next year would be the first in his time in football that all clubs would have the same salary cap.

"It will also be the first year that every club will be funded to pay 100 per cent of the salary cap," he said.

The AFL boss said he was pleased that Carlton stuck to its guns and didn't trade Bryce Gibbs to Adelaide during last week's trade period. The midfielder still had three years remaining on his contract with the Blues.

"I've held the view that a contract is a contract and you can't go if both parties don't want you to go," he said. "Great credit to Carlton. The deal wasn't good enough, so he stayed." 

He also rejected a suggestion that the AFL follow the lead of US professional sports where teams can trade players without their consent.