Inspired by one of Carlton's most famous supporters - Celtic manager Ange Postecoglou - chief executive Brian Cook wants the AFL outfit to embrace being regarded as a "big club".
Even if that status means a further reduction in financial support from the league.
The Blues are bracing for their annual variable funding distribution to soon be brought closer to the base amount received by the AFL's richest clubs.
It could mean a cut in funding of up to $2 million a year, with Carlton reportedly set to pocket between $11.5 million and $12.5 million from the league this season.
But Cook has taken a leaf out of former Socceroos boss and boyhood Blues fan Postecoglou's book by putting a positive twist on the changing circumstances.
"That's life. We live in an equalised system, which we agree with," Cook said.
"The fact that the AFL have been reducing our dividend is a fact of how big our club is, and how passionate our members are and how much they give to us.
"I was really impressed with Ange Postecoglou at Celtic when they (journalists) asked about how big his club was and he basically said, 'We're not ashamed of being a big club'.
"We aren't either. In fact, if the AFL do take part of our dividend away from us, it's a sign of how well we're going."
Carlton confirmed a net operating profit of $3,390,993 for 2022 and signed up a club-record 88,776 members last year, despite missing the finals for a ninth consecutive season.
It put the Blues fourth behind West Coast, Richmond and Collingwood on the AFL membership ladder.
Carlton on Thursday announced a new five-year extension with major partner Hyundai and hope to lock away all of their top 10 sponsors to similar long-term deals.
The off-field target comes with the Blues primed to break the finals drought in coach Michael Voss's second season at the helm, with many experts predicting a top-four finish.
Cook said Carlton are targeting men's and women's premierships in the near future, which would further cement their standing in the game.
"In our business plan, we've indicated that we'll win at least one men's and women's premiership in the next five years," Cook said.
"But the real issue for us is to keep improving every year. That's the important thing, both on and off the field."
