With those words, Melbourne Victory Chairman Anthony Di Pietro announced the appointment of local boy Mehmet Durakovic as head coach and Francis Awaritefe as Director of Football, but most importantly of all, set his club on a new direction.
While the two-time A-League champions are looking to become a more open, transparent and welcoming football club the determination to reiterate that they are still the big boys in town remains.
Central to this is the club’s continued pursuit of Socceroos star Harry Kewell. The term “game changer” has been bandied about in relation to the possibility of signing Kewell and it’s spot on.
The press, media attention and hype that would come with the 32-year-old’s arrival would invariably elevate the club back on to centre stage. Brisbane Roar’s football may have been the big story out of the 2010/11 season but come the start of the next campaign, if Kewell is involved, all eyes will be on the Victory once more. Yet this is, at least in Victory’s eyes, exactly how it should be.
The flip side is what do the changes at AAMI Park mean for city rivals the Heart?
While the club’s latest signings of Fred and David Williams, to be confirmed later today, are all positive I see a Victory football department led by Awaritefe and a playing squad that includes Kewell as a big threat, but by no means a mortal one.
Instead it highlights the difference between the two clubs, which I’ve always felt lack an inherent point of distinction, and that’s something the city desperately needs.
With Fred exemplifying the kind of football Heart have made a cornerstone to their identity, David Williams, a player who was very active in engaging with the indigenous communities in Northern Queensland during his time with the Fury, extends on that by also bringing another social element to the club. Remember it’s no accident that the Heart has such strong ties with the Street Soccer program.
If the red and white side of Melbourne can stay the path and develop on these ideals they will prosper in their own unique way.
Therefore the developments at Victory should not be seen as a threat for the A-League new boys but an opportunity to further grow their identity – as it remains a very good one.
Swampy
Guest
This is brilliant. One glamour club, one club of the people - like Real and Barca or most like River Plate and Boca. Give it another 20 years and maybe the rivalry can build some great history. It can only be good for the A-League. -- Comment left via The Roar's iPhone app. Download The Roar's iPhone App in the App Store here.
Bondy
Guest
Both clubs have a very offensive marketing makeup and ambitious plans , probably something the other H.A.L. clubs could learn from. I'd seen that street soccer program of the Heart's and was very impressed whether you like either club there very active in the community good luck to them . Why am i continuosly fed this sh^^ the A League is dying or is just about to die ,i cant see it , the only way is up .
TomC
Guest
Fair point.
nordster
Guest
mv is well established now though, its a different situation to earlier in the league. Kewell would be adding to an already popular club.
TomC
Guest
Looks a bit brittle down back though. If Vargas and Kemp can't improve their output from last season the burden will fall to youngsters like Franjic and Foschini. Plus Tando Velaphi, for all his talent, hasn't exactly proven his consistency in goal.
TomC
Guest
Not really. There's only so much media space that soccer can occupy. Kewell will definitely gather more media attention to the A-league, but mostly he'll take away some of the attention that the Victory would have gotten without Kewell. Headlines that would have read 'Victory's glorious championship win' will now read 'Kewell inspires Victory to glorious championship win'. The focus becomes the man, not the team. If people rock up to a game to watch a player, rather than a team, they're more likely to stop supporting that team when that individual leaves. Thats why teams that have ignored big-name marquee players (Victory, Mariners) have generally done a better job of retaining fans than teams that relied on them (Sydney FC).
Midfielder
Guest
When I look at MV, PG, Hearts, Jets signings and given Roar, Mariners & AU squads are largely in tact from last year ... are we in for a season... but those new MV signing .... OMG ...
Midfielder
Guest
Fuss Your signing actually scare me ... Solazarno, Rojas and Cernak ... mate combined with Hendo ... fark no fark fark... that is a scarei attack....
Fussball ist unser leben
Roar Guru
Thank you for the article, Davidde - great to have MVFC back where we belong ... right in the centre of the action. Hey Middie ... that's an oldie but a goodie - hope our good mate on The Roar, con, managed to evade "Victorian's finest"? On a serious note, with each passing day, I'm more and more impressed with the new administration at MVFC. Geoff Lord was an excellent leader, who firmly established the MVFC brand in Australia but the next phase is to grow the brand further within Australia and across Asia. And, for that we needed changes to the Football Department and I like what I'm seeing. The fans too are being heard ... although I'm sure there will be some, who are never satisfied and will never compromise their position, but, as they get older, these adolescents and young adults will mature and realise that, despite what their over-indulgent parents told them, compromises need to be made every day and they will not get their own way simply b/c they whine and whinge. And, we're assembling a Dream Team that can play Beautiful Football: Archie, Carlos, Cernak, Solarzano, Rojas .. the pièce de résistance will be H - even at 32 years old, H is simply the best technician and most popular footballer Australia has ever produced. I can feel the buzz already ... can you hear that on the Central Coast, Middy? ;-) "No one likes us and we don't care" ... we're from Melbourne - we're Melbourne Victory!
Midfielder
Guest
Given Fred is one of MV all time favourites ... I wonder aloud what the MV fans sing when Fred first touches the ball .... maybe .. good luck mate ... maybe something else... or maybe .. what a waste of money...
Adidas
Guest
If he's walking around in MV gear instead of Politix then he'd more than promote the MV 'brand'.
nordster
Guest
given the club/brand already has profile i doubt he will overshadow it... not in Melbourne anyway. For another club or one that is newer (like Heart) i'd agree though. Away games u can see it becoming the H.Kewell show but thats a good thing i reckon.
TomC
Guest
Hmm. MV have done a pretty good job of being the centre of attention to this point without any big-name marquee players. Kewell would be a great marketing tool for the A-league, and he'd be a good player for the Victory, but ultimately the media focus would be on the man rather than the team, and that won't do the Victory brand any good.
mahony
Guest
Goid article - had not thought about how one club getting bigger (with a compeditive touch of arrogance) could help another club commit to is more humble positioning in the community. This should not prevent Heart from having ambition or Melbourne from continuing is very significant, but under reported community commitments.
Ref
Guest
I'm sorry but if Melbourne Victory do manage to snare Harry then the Melbourne media would be so focused on the Victory that the Melbourne public would not even know who the heart are (if they don't already).
Piven
Guest
This is great stuff, hopefully a battle royale awaits. Good luck Heart, as a neutral to the Melbourne clash I don't care much for Victory!
Midfielder
Guest
A mouth watering clash.... come on Heart ... as a neutral ... BTW Fuss do you hear the media reports about MV fans caught climbing over the fence at the new stadium ... quite a few as it turns out ... anyway police told em to go back inside and suffer...