At a time when A-League clubs desperately need to consolidate their fan bases, with crowds hitting a new low at an average of 8,300 heading into the final round of the regular season, Football Federation Australia (FFA) and clubs such as Melbourne Victory and Newcastle Jets are seemingly doing their best to alienate supporters with their ignorance of football fan culture.
First to the Newcastle Jets, who yesterday announced they would be replacing their familiar gold colours with vastly different home and away strips (see photo above), which, according to the club, incorporates “Newcastle’s recognised colours of Red and Blue while honouring the Jets six-year A-League heritage with Gold detail.”
In other words, the Jets are taking on the colours of the defunct Newcastle Breakers from the NSL days and, principally, the Newcastle Knights NRL club, who will soon come under the control Tinkler Sports Group, owned by Nathan Tinkler.
The change makes sense from a Tinkler perspective, with the Jets and Knights set to share the same image and branding, playing out of the same stadium and uniting Newcastle behind the same colours.
But what of the identity the Newcastle Jets have built up over the last six seasons? Fans have a connection to the gold. It’s their club’s identity, which is unique to them, and that’s not something that should be taken for granted or just whisked into the detail of a new shirt.
Gold details are unlikely to satisfy the angry fans. They could have at least kept the gold shirt as the away strip, as opposed to the black and white stripes, in a compromise that would retain some link to the Jets’ past.
As Newcastle’s supporter group, The Squadron, told FourFourTwo: “Our gold strip is distinctive, it is easily recognisible at the local and national football levels as the Newcastle United Jets and has been associated with passion, pride and success over the six years since the A-League commenced.”
Now the Jets’ identity has to be shared with an NRL club. Novocastrians can get away with wearing Knights or Barcelona shirts (or Juventus and Newcastle United shirts to away games) rather than Jets shirts. The identity of the club is now a shared entity rather than being unique to their football club, and that’s part of the attractiveness of supporting a club – their uniqueness.
Yes, without Tinkler the Jets would have been dead already, so he has some right to mould the club into his grand vision for a Newcastle ‘super club’. And perhaps this is another example of a compromise football fans in this country have to make given the game’s status. But the fans should have been heard, and they weren’t.
The Squadron campaigned heavily yesterday to stop the change but to no avail. The pertinent question is why there wasn’t a greater dialogue between the supporters and the club on how to incorporate the gold identity into the new-look.
“Embarking on a major change by removing the gold from the home strip without any consultation whatsoever, I believe you risk unnecessary angst and potential alienation of many loyal supporters,” The Squadron said.
The press release from Newcastle states: “Jets supporters should be assured that in the future, in line with the policy that the Tinkler Sports Group has offered Newcastle Knights fans, Members approval will be required to change the team name, colours, location or home ground.”
It’s a bit late for the fans that resonate with the gold of the Jets. Their reaction in the coming days and in their final home match of the season at EnergyAustralia Stadium tonight will be fascinating.
The Jets rebranding is just the latest example of the A-League failing to grasp the importance of football fan culture.
Melbourne Victory’s Northern Terrace supporter group has been in disagreement with the club having had enough of over zealous security reportedly confiscating supporter items, evicting fans for handing out flyers, discouraging them from using drums and megaphones, and taking down certain banners.
Flares are one thing, as there is a public safety issue, but to discourage your active supporter base – the biggest supporter base in the league – from developing its own culture shows that the FFA has no understanding of what a football fan culture.
The FFA and clubs need to appreciate the difference between football fan culture to the AFL and rugby league. In those codes, with constant action, fans do little aside from yelling at the umpire and the odd chant of the club’s nickname. Football is different, with more sophisticated songs, chants, banners and music, because of the longer buildup in play.
Their attempts to control and mould this behaviour makes a complete mockery of this season’s A-League slogan, “Fan Made”, with its adverts showcasing the very supporters that they are now drowning out.
The lack of faith the governing body has in the fans is reaching the point of paranoia. The employment of Hatamoto to monitor fans created an atmosphere of tension and suspicion that started the divide between active supporters and the clubs/governing body.
Over-zealous security is just an extension of those more cunning tactics. At the recent Adelaide United versus Central Coast Mariners match at Hindmarsh, I counted around 35 Central Coast Mariners fans hoarded in the away supporters bay guarded by around ten security and police personnel.
Why the FFA, stadium management, security personnel, whoever, feel compelled to assign one guard for every three fans shows the lack of faith the governing body has in them. The misguided inherent fear that football fans will revert to the NSL at its worst seems to still pervade the FFA’s thinking, showing a high degree of ignorance.
Security at other Australian sporting events is paltry compared to A-League matches. I counted around ten security personnel marshalling the bank of supporters standing under the Adelaide Oval’s historic scoreboard at the KFC Big Bash final, with two of those poor fellows charged with breaking up a drunken fight late in the night.
Until the governing body and clubs show some faith in the fans, encouraging rather than discouraging a fan culture, the game will be stuck with low crowds and no atmosphere. Without those active supporters the league cannot survive. Period. So working with them and treating them with respect is imperative.
Rather than being something that needs to be weeded out of the game, the FFA should embrace this fan culture. It’s what makes an A-League match exciting to go to and could be a real point of differentiation from the other codes. Who wouldn’t want to be at the stadium to hear the chants, see the banners and be part of that atmosphere?
There’s a lot of doom and gloom around the league at present, despite the progress made on the field this season.
Across the ditch, Wellington Phoenix owner Terry Serepisos has debts of over $3.5 million and his companies, including the one that owns the Phoenix, face liquidation; Perth Glory owner Tony Sage is auctioning off his Ferrari (of all things) to raise money for the club, which is facing massive losses after a disastrous campaign; Sydney FC’s football strategy continues to confound its fans, Gold Coast’s population are still to prove they deserve an A-League franchise; and all the while North Queensland Fury lie on their deathbed.
The last thing the A-League needs, at this critical juncture, is for clubs to alienate its active fans. Yet that’s exactly what they’re doing with their ignorance.
Follow Adrian on twitter @AdrianMusolino
ajb
Guest
They should have release a third Gold Kit, or had one of their Kits Gold.
James of Melbourne
Guest
He's a fool. Newcastle will fold now, very quickly. This rich guy is treating the fans with utter contempt. Newcastle Knights fans won't bother with the soccer (trust me!) and do you seriously think anyone living in Newcastle who owns a Barca top and who hasn't been to a Jets game will go now? The existing Jets fans would leave, I would imagine. No one likes being ignored and taken for granted. No, he's made a mistake here.
Phil Osopher
Guest
Changing the Newcastle shirt is hardly an alienating move Adrian. You're pretty short sighted if you think that. Alienating is sticking with that gold shirt, which will NEVER have broad appeal. Noise from the hardcore is just that, noise. Most people detest the gold shirt. Tinkler is not ignoring the fans, he's calling for fans - smart. To start with that gold shirt was an horrendous error. The change shows Tinklers business sense if you ask me. The brand needs to grow, and if you have a sexy shirt that makes sense - and both of them are brilliant - it stands a chance, with the gold it doesn't. What is all this history talk? Nonsense. The league is six years old, hardly massive history. History is the blue and red and the black and white of the north coast. I hope Tinkler doesn't listen to this nonsense and sticks to his guns. Please, the ALeague needs a cosmetic overhaul, the shirts are wierd. Please, Brisbane next! PLEASE!
Twatter
Guest
To Griffo. You raise some valid point's and im not writing to have a shot at you as i've read you're comment's carefully. There is a very fine line with sports accros the board in relation to consultation with you're supporters and some not caring and some demanding virtually to be consulted on every issue. That if we treat Football clubs or for that matter all sports clubs as businesses with this constant consulting with supporters (not to upset them), then again if they are businesses, hypothetically i own a restaurant do my customers / supporters dictate how much their meal is going to cost,or if i sell electronics and white goods do i negotiate with them as to what price they would like to pay if that was the case id have no business in less than a month. Both clubs and supporters cant treat one another like their the THIRD REICH.
Griffo
Roar Guru
Funny thing, history. Six short years in a gold shirt (with one championship) is all it takes to become attached to a gold, metallic shirt. Historically the Jets were born out of Newcastle United, which arose out of the Breakers - both of whome wore red and blue of some sort. Personally I like both the current gold home strip, and the proposed new one. I think some fans are just annoyed that they were not consulted just for that act alone. Other fans I think love or loath either of the strips, current or proposed, and don't care if they don't have a say. It has been reported that the Jets did not have enough time to go through the process of consultation before some submission deadline to the FFA. It would be interesting to know then what the timeframes were, and when the Jets started this kit redesign. I think it would be easy to allow fans to quickly vote for their new strip choice. I think the choice would be either: new home strip/current home strip (as away) or vice versa. The black and white strip is totally new and could easily be ditched without a tear. There other ways to build relationships with Northern NSW Football than through a strip. Either way, the gold can stay (and can be actively remembered and supported). The new colours will produce it's own history - both will be loved in time. One way or the other, the strip will change. Tinkler is building a sporting brand around Newcastle and it's teams. Netball is in his sights, maybe basketball, too. Hopefully Tinkler Sports Group will quickly move to allow a vote for a strip. Much good will when he saved the Jets - shame to take that back a few steps.
Pete
Guest
The other thing to note about the Seattle Sounders is that they are owned by the same group that owns the Seattle Seahawks (NFL) and what do you know, they share the same colour pallette (although a different dominant colour) and play out of the same stadium. It can work for Newcastle. The poo colour shirts were different, but looked like cheap polyester!
Johnno
Guest
I really really really love the new shirts! go the Jets
Marcel Proust
Guest
Barcelona is not Spanish.
The Special One
Guest
Houston Dynamo to form Fan Advisory Board Season ticket holders will have opportunity to share input on important matters http://www.houstondynamo.com/news/2010/11/dynamo-form-fan-advisory-board
Twatter
Guest
To Nate. Mr Tinkler wants what's best for Newcastle this is not a popularity contest , it's not a spelling bee or Big Brother where some clown gets evicted every week. Remeber for the community for the people.
Twatter
Guest
Adrian it's a bit hypocritical isn't it i notice BARCA running around in Fluorescent PINK have you asked the BARCA fans what they think of that, and they have just sold their shirt front sponsorship to the Qatari's, the football world changes mate like it or dislike it . It's an interesting strategy the tinkler group are taking incorporating red and blue for both codes to me a clever idea, bringing both codes together incorporating a united Newcastle, if i was to pick one fine detail that perhaps they could use the old style strip at away games. Just in relation to fan unrest and clubs supposedly not connecting with their supporters , that from what i've read recently you would have thought that people have been killed on mass in the terraces with football hooliganism rife in little old Australia lets get some perspective on things everybody is important and shouldn't be neglected but common sense must prevail from all quaters. An intersting observation people don't want football to be successful in this country remember seasons 1-3 still then thier wasn't a great deal of media interest in football when some crowds where compareable with the N.R.L. it was still kept pretty quite. Adrian i don't mind you're columns even the somewhat pessamistic as this ,but if you really new football as i think you do you would notice most new leagues have faltering periods I.E. seasons 4-8 like the M.L.S. the K League and the J League, i notice it took roughly 15 years for the sydney swans to hold and maintain a market share with heavy backing from F.T.A. T.V.and the A.F.L. Adrian in a few weeks time either the Central Coast or Brisbane are going to contest the Grand Final in front of a full house are you going to be swept away in the romance of it all and say what a wonderful season the A League was.
Realfootball
Guest
Yeah, the state government did a great job of sliming out of that one, leaving the Knights to carry the can alone. Absolutely stupid thing to do, though.
Realfootball
Guest
Personally, I would rather have the same colours as the Broncos. NRL and Football versus ALF. Would encourage the cross coders to come. Yeah, I know there will be howls of outrage at this idea, but I like the idea of recognised Brisbane colours, and the Broncos were there first. The orange was a big, big mistake, and FFA should not have let it pass for reasons we all know.
GavinH
Guest
the shirts were based on Merchant Taylors school's rugby colours.
macavity
Guest
Northern NSW rep teams play in black and white - that is where the barcode strip comes from.
macavity
Guest
ho ho ho rather be a knuckle dragger than a handbag weilding seagull fighting over a hot chip.
macavity
Guest
I love that argument If I owe you $1,000, but you owe the bank $10,000, I am within my rights not to pay you back. The Knights were contractually bound to hire out for the motocross event. And the state govt approved it. Stop trying to make the Knights out to be some sort of bad guy when you have NFI about the situation. The facts do not support your agenda. The Knights sacked Wicks, Houston resigned. Houston had no case to answer and was rightly welcomed back to the club. No other off-field issues to speak of. Your statement regarding the AFL was entirely about their attitude, not their presence. Hence the rebuttal was justified.
Vince
Guest
I think there is as much outrage in the Newcastle at the fact TInkler has been banging on about the Jets now being a Community Club and then he doesn’t even discuss the concept, designs etc with them through a public vote etc. Melbourne Heart did that when coming up with a name which gives the Community some ownership. Tinkler could have done it by making it a competition saying he wanted a new Jersey with Red Blue and Gold in it for home and away – that would have still gotten his change but in a way that would have won him fans
Funktapuss
Guest
The problem is not in the AFL states as far as A-League goes, it seems to always be in the NRL knuckle-dragging states. Maybe the intelligentsia of those states just do not like skills, but prefer old fashioned, gladiatorial violence as the Romans did. Why do you even need a ball in RL? Just have the running at each other and save on the cost of a ball.
Ricardo Jones
Guest
Number one- If you re-read my post I said the AFL is not a problem in Newcastle, you are attacking me for agreeing with you, well done. Number two- The Knights owed the state Government over $1 million in unpaid rent, Con only owed the Knights $300,000, they were aggressive in that they owed more then him to the owner but tried to make him look like the bad guy, he paid the $300,000, they still owed $700,000. They also hired out the venue to a motocross event knowing full well it would take 6 weeks for the pitch to be repaired, they did this right in the middle of the Jets season. That is either a sign of aggressiveness, or stupidity. Number three- they only dealt with the off-field issues because the police arrested the guys, in fact that's the police dealing with it not the club.