I would like to preface this piece by stating my allegiance to Melbourne Heart, holding a membership since day one four seasons ago and travelling across the country for those glorious away days.
Recently, there has been much debate surrounding Heart’s identity, core values or even purpose in the Victorian and Australian sporting landscape.
I’m not offering a definitive answer, rather suggesting Melbourne Heart has inadvertently developed through the AFL’s system of operation as opposed to that of the FFA or local subsidiary FFV.
While the AFL has undoubtedly developed into Australia’s premier code for administration (overlooking the recent drug scandal), football’s growth in Australia must develop free from an AFL culture to fully flourish.
It must carefully develop those football-specific traits and qualities that make our code universal, yet unique in each of the global interpretations.
When the Club’s inaugural CEO, Scott Munn, decreed in 2010 the that Heart would become the club for “purists”, it seemed no one was listening.
His strategy of bringing in new fans, as opposed to splitting existing, disgruntled supporters from the other club in Melbourne, seemed a great way to grow Victorian football.
By reaching out to nonpartisan observers and families, the club would complement their outreach to NSL fans who declined an invitation to join the party in 2005.
But of course, as we’ve witnessed over the past four seasons, buzzwords and hyperbolic statements seem to be the true value held closest at Heart HQ; where the words flow freely but the defining, decisive action is like a second-year deal to Gerry Sibon (non-existent).
So how has Mr Munn enforced this culture of deceptively-hollow media releases and regular PR spin upon the Heart?
It seems his previous position as AFL club Gold Coast Suns’ Chief Operating Officer encouraged such statements and allowed the fledgling club to generate short-term attention in that notoriously disposable sporting landscape.
Such an approach doesn’t work here in Melbourne, however – refer to One Direction, Usain Bolt and Jon Bon Jovi, among others.
It smacks of a shallow club desperately searching for the next, short-term media quick-fix rather than its core objective of football.
The club’s AFL-entrenched roots extend further to foundation Chairman, Peter Sidwell, who has poured great economic and human resources into this project; however, one must question the direction and strategy five years down the track.
Sidwell is former Collingwood and current Carlton coach, Mick Malthouse’s long-term manager and has regularly relied on AFL-produced strategies, advice and experience to develop his fledgling club.
Another example of this incestuous culture relates to Heart’s 2010/11 Round 5 clash with North Queensland.
Munn and co offered fans of the Collingwood and Western Bulldogs AFL clubs with a ticket to their MCG blockbuster half-price admission to the round-five AAMI Park game – a decent concept in theory, but a failure in reality with only 4,184 fans attending and AAMI Park echoing at 14% capacity.
Once again it seemed the club’s AFL connection had further distanced itself from the self appointed ‘purists’ tag that promised grassroots, community and a commitment to the round ball.
At this point in time, with the Heart allegedly within weeks of a full-takeover, I call on the club, for the good of its fans and the game’s overall growth, to return to a football-oriented model – one that values football and community over the glitz, glam and hyperbole of AFL marketing.
For the sake of the A-League and Victorian football, please don’t plague us with moronic media statements, compromising circuses and unachievable promises any longer.
Arto
Guest
@ Australian Rules: Just a quick question: which do you follow more closely the HAL or the.roar.com.au? As you seem to be quite a supporter of AFL & I'm just wondering how strong your interest in football/soccer really is... As to your comment, I agree the author seems to be drawing a long bow in blaming MH's problems on an AFL-style administration o fthe club with the small amount of evidence/assertions he makes and as you mention doesn't really put forward alternative proposals (not that we can expect a huge amount of detail on this site). It does seem an interesting topic that should be analysed further along with other possible factors in the basket-case that is MH at the moment.
Arto
Guest
@ Patrick Hargreaves: Like your point, but your spelling is shocking!!!
Squizz
Guest
Looks like Pasfield has lost the beard and converted from a goalkeeper
Patrick Hargreaves
Roar Guru
Heart only need to succeed on the field and they'll be fine. Like every team if you average lower table position you're no going to be the most supported club, how every misses this obvious point is beyond. Millions live in Melbourne city, it can sustain two clubs. WSW won the league, which has contributed extrorbinately to their popularity and fan base.
clayts
Guest
Here we go. Comments turning into another 'relocate Heart' debate
Australian Rules
Guest
I think it's a bit rich to blame the Heart's woes on perceived AFL-related marketing strategies or personnel. With respect to the failure of the discount ticket initiative, Michael says: "Once again it seemed the club’s AFL connection had further distanced itself from the self appointed ‘purists’ tag that promised grassroots, community and a commitment to the round ball." ...to be fair, Heart v Fury would have been a pretty tough sell back then. The club management sound like they've tried a number of things, but to date, nothing's really gained traction. Other than calling on the club to "return to a football-oriented model"...the article doesn't seem to offer any practical suggestions moving forward.
Archie13
Guest
Good point Football United, I have long argued Heart should've been based out around the Cranbourne/Packenham area to captilise on the old catchment area of the gippsland falcons. Unlike in Sydney, presently there is no point of difference between the Heart and Victory, but if Heart were based in the south east of Melbourne then that would help them forge a seperate identity. You could then promote the heart v victory as an east v west type scenario. I am a diehard Victory fan but would like to see Heart succeeed for the benefit of the game in this country.
AZ_RBB
Guest
http://theworldgame.sbs.com.au/western-sydney-wanderers/news/1177598/WSW-sale-imminent-as-price-agreed - looks like Heart won't be the only club to change ownership this month. Combined bid by WSW board member Paul Lederer, Pirtek owner Peter Duncan and a Chinese businessman. Better than being sold to one individual. At least two of them have a good understanding of the club and the area. Lederer is a strong supporter of Western Sydney football.
Blues Recovery
Guest
Thank god somebody else has picked up on Munns bs. Thinks he is gods gift to Football when in reality is running a shambles of a club.. The spin might work in AFL land with its dollars first integrity second approach but Heart are desperately in need of just that and some soul while we are at it. Neither of these attribures will come from Munn.
Football United
Guest
Does anyone seriously think Heart have actually added since coming into the league, they just appear to have been a colossal waste time and money. Talk of youth policy, continental football culture and footballing purity turned out to be a load of bollocks as they've become the failure club. Their existence seems to be based on the need for a derby with Melbourne Victory rather than addressing a serious demand for another football team in Melbourne Victory's area, clearly not a good enough reason to maintain a top tier spot in the long term. All that's happened is we've weakened a true juggernaut in the league and failed to engage new markets in South East Melbourne and Geelong where there was a chance to genearate a new set of fans to add to the league.