Once upon a time, the Hawks were based in Hawthorn – or at least in Glenferrie, the suburb next door. Everyone knew where Hawthorn came from and what and who they represent.
Now the club is based at Mulgrave, about 45 minutes away from the old Glenferrie Oval. They have ambitions to move to a new centre of excellence facility at Dingley, which is about 50 minutes’ drive from Hawthorn and closer to St Kilda’s home at Moorabbin than to the Hawthorn area.
What and who will Hawthorn represent then?
There is also the small matter of playing several home games in Launceston, Tasmania, for the last decade or so.
While the community page on the Hawthorn website focuses on the east and south-east suburbs of Melbourne (as well as Tasmania, Gippsland and some communities in the Northern Territory), I struggle to understand how the name Hawthorn FC relates to the club’s future any longer, other than as a nod to its heritage.
In short, is the name becoming just a brand that may in fact not represent the club’s future or should the club rebrand itself to recognise the regions to which it aspires to represent?
Or don’t football clubs in Melbourne represent regions and are they in fact just brands that can relocate anywhere?
The issue of club names and who, what and where they represent is emphasised by the new NRL club in the Dolphins.
Although born in Redcliffe, they seem to be rejecting their heritage in a bid to be a club for everyone in Queensland, with no regional connection. The danger is that they represent no-one and nothing while trying to represent everyone and everything.
We’ve seen football clubs in both the AFL and NRL try this before and ultimately fail, reverting to their heritage, where their strength and history lays.
For example, North Melbourne for some time were known simply as the Kangaroos, while Canterbury-Bankstown played as the Bulldogs and Cronulla-Sutherland were known as the Sharks, all eschewing their regional names in favour of a brand, only to revert to regional names when they realised it didn’t work.
My concern is that as football clubs become more and more focused on growth for growth’s sake, rather than servicing a defined community they represent, including a club name the community identifies with and supports from childhood onwards, they will lose their grassroots connection and become nothing much of anything.
Perhaps I’m just old and too traditional but I’d be interested in the views of others.
Mr Right
Roar Rookie
Col I take it you are a bit like Sheldon Cooper, he doesn't like change either. But that's not the way the world always works anymore. Strong sponsorship & better training facilities can often make a considerable difference re on-field success. One thing that will never change, supporters will always prioritise on-field success over a dislike of their club changing it's training venue.
Knocka
Roar Rookie
But I’d rather they stay in or near Hawthorn (perhaps at Box Hill) and remain Hawthorn Hawks,
Knocka
Roar Rookie
Eastside Hawks
Mr Right
Roar Rookie
What club name would you suggest Hawthorn adopt to reflect their new region?
Knocka
Roar Rookie
Hi Mr Right. I’m fine with South’s move to Sydney and the Lions move to Brisbane, because in both cases they adopted their new environs and changed their names to recognise the new regions they chose to represent. Sure many of the old fans may have ceased support, but many recognised that by adopting a new name and region at least the clubs retained some of their history in colours and nicknames. The point is they clearly made their new domain their priority and through their adoption of this new regional names they have successfully morphed into clubs with large new supporter bases that will sustain the clubs for many years. What I would not like is if they just became the Swans or Lions without adopting their new regional names. Which, in the case Hawthorn, is the issue. They have left Hawthorn in search of increased supporter bases, but have not been brave enough to recognise this in the name of the club.
Mr Right
Roar Rookie
Let this be a lesson to you Chanon, "you are not always right".
Mr Right
Roar Rookie
Sometimes it is simple matter of adapt or die. Col, what is your view on South Melbourne relocating to to Sydney? Fitzroy Lions relocating to Brisbane? They have both won multiple premierships since that time. Neither club would exist without that bravery. The Swans greatest player Bobby Skilton has gone on record to say he had reservations at first but later has stated that the relocation is the greatest decision the Swans made in their entire club history. The New York politicians let the Brooklyn Dodgers down by refusing to allow the club to increase the capacity of Ebbet's Field when the major source of income back then was crowd attendance. Hence they picked up their franchise & moved to Los Angeles. How do you think the Dodgers fans viewed NY Politicians? In Melbourne, all clubs playing out of the MCG, Optus Stadium or Kardinia Park. The Hawks play 4 home games a year at Launceston due to a generous sponsorship deal.
Chanon
Roar Rookie
I thought you were a Victorian
Mr Right
Roar Rookie
PO Box 173 PADDINGTON, NSW 2021
Dean
Roar Rookie
No disrespect taken, all good. I was just pointing out that there would be plenty of supporters who don't come from a particular Team's area.
Chanon
Roar Rookie
Fair enough Dean no disrespect mate :thumbup:
sven
Roar Rookie
i imagine it woulda been unreal on the night down on the streets of richmond in ’17, but the demographic of the suburb would be very different to back in the day when it was struggletown – more like yuppieville with a good dose of little saigon thrown in these days … whilst on the subject, i worked in the area for many years, recall going past collingwood town hall around the time of the ’90 grand final, the place was festooned with white & black banners, by ’02 & ’03 there was none to be seen, gentrification in action
Dean
Roar Rookie
I have never ever been to Hawthorn, hardly ever been to the eastern suburbs so there has never been a connection to the suburb but l am a passionate supporter. I never even think about the suburb, it means nothing to me. lol
Chanon
Roar Rookie
Let me know your address & l’ll send you a 3 game membership :thumbup:
Chanon
Roar Rookie
As long as our teams home base is in our traditional birth place l’m content as for Hawthorn supporters l feel your identity is misplaced.
Mr Right
Roar Rookie
What should a Hawthorn fan who is born in a Hawthorn with a family club allegiance going back 3 generations do when he moves to a new home in Maribyrnong? Does he throw out his Hawks scarf & purchase a Western Bulldogs one? What percentage of Essendon fans live in the Essendon region? No matter where a sporting club originates from, in the eyes of its supporters, it means very little when the club changes its training venue.
Floyd Calhoun
Guest
Glenferrie is not a suburb.
Paul
Roar Rookie
Can't and won't fault the logic here. Essendon now train in Tullamarine and play at Marvel/MCG. The only thing left at Windy Hill are the Cookson and Hird Stands and dry Parmas on Tuesdays!
Gyfox
Roar Rookie
It is the history of the clubs that is significant as much as their geography. We often attribute socio/economic connections with that history. In many cases it goes back 150 years, which no other code can boast (apart from a few English soccer clubs). Generations of members continue to be the lifeblood of their clubs, despite their family moving from Hawthorn/North Melbourne/Collingwood, etc decades ago. I have been a member of my club since I was 18, but moved away from the area in my 20's. My membership (& attendance at games) continues my family connection with where I grew up, as well as something that defines me & my friends. Our football clubs give us part of our identity.
J.T. Delacroix
Guest
Some fair points there, Sven, but I sensed a “real local connection” with the namesake suburb of Richmond on Swan Street the night of the 2017 Grand Final. The proximity to the MCG obviously helped, but even still….