
Warning: This piece is the product of a 1am creativity spurt. If it does not meet your usual quality expectations of Best Off Ground (which I assume aren’t that high in the first place), you’ll know why…
When the FFA unveils the A-League’s eleventh and twelve franchises later this year, it is a near-certainty one of those will fall to the consortium seeking to form a second Victorian club, who are tentatively known as Melbourne Heart.
Reports indicate the club will base itself and train at Casey Fields, in Melbourne’s Southeast, and play out of the new ‘bubble’ stadium and…
“Wait, hold on. What is this? Another team for Melbourne? Don’t they already have the Victory? Surely the FFA has rocks in their head…”
Yes there is Victory, but in a sports market the size of Melbourne, games need to be held more regularly than just every second week (or once a month, as has been the case with Victory on occasions.) Having a game a week in Melbourne will keep media interest constant and ensure the A-League doesn’t drop off the radar.
“Yes, but just look at Victory. They are embedded in the Melbourne sporting landscape, and are doing a darn good job of representing the A-League. Now they want to bring in a new team five years later?”
Five years may seem big now, but consider this: Liverpool was formed 14 years after Everton. Look at those two now. AC Milan and Inter Milan were formed over eight years apart. Even Bayern Munich was formed 40 years after the cross-town 1860, and they play out of the same stadium!
“Ah yes, the stadium. WTF? How can they make it work playing out of the same stadium as Victory? At least a second team in Sydney would be based away from the SFS…”
Don’t forget venue sharing is commonplace in the AFL – the nine local teams play out of just two stadiums. It doesn’t seem to bother them. Heck, even Geelong has a couple of home games in Melbourne each year.
“But how does it work? The bids surrounding Sydney – West Sydney and Wollongong – appeal to a completely different audience to Sydney FC.”
That’s true. But remember, what works for Sydney does not necessarily work for Melbourne. Sydney is a spread out place and whilst Melbourne is not immune to this, the city does have a more ‘centralized’ nature. This also helps to explain the recently mentioned venue sharing culture.
“But even those AFL teams had suburban – geographically distinct – roots. The only other two-team sport in town, basketball, worked its way to two teams via – now this is kinda funny – the collapsed merger of two rivals being re-born with a completely new and separated brand following a two-year hiatus.”
Ah, now we’re closing in on agreement.
“Really? So that’s it? It’s impossible. After all that, this new team is screwed?”
I don’t think the message to get out of the other codes is geography is the all-important deciding factor. But there certainly does need to be something to ‘get the ball rolling’, so to speak. And one thing’s for sure: copying Victory is destined to fail. They’ve already found their audience.
“So just where is this un-tapped audience hiding?”
Aside from the inevitable bandwagon jumpers stemming from the World Cup – which will conveniently wrap up within months of the new club’s first game – there are the Euro-loving fans who snub the A-League (presumably) over a lack of quality.
“Good luck getting the Euro-lovers off their couches. The A-League is no EPL, remember.”
There is a club that for most issues expansion teams should avoid looking to for advice, but in this particular instance is useful: Sydney FC. Players (and even coaches) of international renown, such as Dwight Yorke and Juninho, successfully got these fans through the gates. Who knows what the crowds would’ve been like had they got the rest of their house in order?
“So basically, they need to be a ‘bling’ club?”
I think the signing of players (and maybe even coach) is where the learning from Sydney FC should end. Community engagement is a must, and there is enough room in a city as big as Melbourne to manage this between two clubs. But the bling tag would certainly contrast to the way Victory operates, and it seems to be creating a lot of hype on the Gold Coast, so it could prove useful.
“So that’s how they appeal to a different audience than Victory?”
Yep. They’ve got to be more adventurous. Stand out. Have flair. Generate publicity where it otherwise wouldn’t be generated. And maybe a returning Socceroo or two might help also, especially on the back of South Africa. If they stand still and just 'blend in', you'd have to wonder if that proverbial ball will ever start rolling.
“And once the ball is rolling, the rest will take care of itself?”
I doubt there’s anyone who thinks the A-League in Melbourne has reached its pinnacle. Some optimists will tell you the Victory will be on par with some of the stronger AFL clubs before too long. In the meantime, it’s about finding a place for all these new fans to go. Then hopefully one day, we’ll have our very own Merseyside Derby right here in our own backyard.