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To mark my one year anniversary of writing articles on The Roar, I’m going to look back at my very first article on the site, ‘Who does Melbourne Heart represent?’
With that in mind, I thought it was time to revisit that article, and also review the current situation at Melbourne Heart.
In that article that I did 12 months ago, I was trying to pinpoint what Melbourne Heart represents.
I stated that Heart should move to a new location and have their own stadium, and also stated that Melbourne Heart were a by-product of coming into the competition at a time when the FFA had their head in the clouds in regards to the 2022 World Cup bid.
I had a mixed response from the Roarers where a few agreed with me, while others thought I had no idea. It certainly is a divisive topic.
On the weekend, the Heart had 4505 in attendance against Perth Glory. A very poor crowd. I understand that it was hot day in Melbourne, but we can’t always use the weather as an excuse.
That crowd of 4505 was also the A-League’s first sub 5000 crowd for the season which has taken until Round 10 to achieve the dreaded statistic.
So far this season from their five home games, Heart is averaging 6892 in their third season. In their first season, Heart averaged 8315, while last season, Heart slightly increased that figure to 9082.
The one saving grace for the red and white club is they haven’t hosted Melbourne Victory yet, but I’m sure there are other reasons the Heart is in the A-League other than the Melbourne derbies.
Consequently, the Victory this season are averaging 23,805 from their five home matches, though Victory have already hosted the derby, which had a crowd of 42,032.
Take the derby crowd away from Victory, they are averaging 19,248. Compare that average crowd to Victory’s season two (season 2006/07), before Heart came into the competition, Victory averaged 27,728.
So when you take the derby crowds out of the equation, Victory averages 19,248 and Heart 6,892. Both don’t add up to Victory’s season two average of 27,728.
In effect, Heart has cannibalised into Victory’s supporter base. There hasn’t been any new supporters coming into the A-League. That is hugely disappointing.
Melbourne Heart came into the competition as the third expansion club behind North Queensland Fury and Gold Coast United.
It’s fair to say all three expansion teams have so far been a failure with the Fury and GCU out of the competition, while Heart struggling to get more than 10,000 to their games.
The FFA did fail to do the necessary work and research as to whether all three expansion teams deserved a place in the A-League.
Does Melbourne deserve two A-League teams? Of course it does. The Melbourne market is big enough to have not just two teams, but three down the track.
The failure of the FFA previously is they haven’t given Melbourne Heart a proper point of difference from Melbourne Victory.
At the moment, as I stated twelve months ago, it’s Melbourne versus Melbourne, and in my opinion, it’s not working.
In Sydney there is a clear of point of difference where Sydney FC represents the east, while Western Sydney Wanderers represents the west.
In other sports, the Big Bash League cricket on the weekend, the Melbourne Renegades played against the Melbourne Stars. Again where is the point of difference. Also, who did the crowd support?
In the AFL, you look at the nine Melbourne teams, do we have a situation where they are called Melbourne Hawks, Melbourne Bombers, Melbourne Magpies or Melbourne Bulldogs? No, each of them have different names, different areas and different support bases.
What Melbourne Heart needs is for the spotlight from the media and A-League fans to be focused on them, rather than be in the shadow of Victory. Heart need a marquee player.
If they can’t acquire one in the January transfer window, for example David Beckham, than they desperately need one for season nine.
Of course with it comes the cost of the marquee. Can Heart afford it? When you attract crowds of over 4000, I get the feeling that in Heart’s stadium deal at AAMI, they are way off from breaking even.
That said, I’d like some clarification from the Roarers today; what is the stadium deal that Heart have at AAMI? I read somewhere that at AAMI Park, the match fee is $60,000, while Adelaide United have the lowest at $25,000 at Hindmarsh Stadium. But again I need some clarification.
There has been talk that the FFA will help subsidise clubs with funds to attract a marquee player. Hopefully that comes to fruition.
Also the name Melbourne Heart, it’s time for a change of branding to something like West Melbourne Heart. I do feel they need a change in their naming and branding to attract new supporters and to finally attract a point of difference.
Melbourne Heart shouldn’t be a small club, they should strive to be a powerhouse and attract average crowds of 25,000 plus.
Once that happens, than you’ll see a true meaning of the Melbourne derby.
Anyway, I look forward to writing another annual article on Melbourne Heart this time next year. Let’s hope in 12 months’ time, the Heart’s direction is on the up.
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