With the new Hyundai A-League franchise, Melbourne Heart, stepping out for its first high profile hit-out last night against Everton, there seems to be a lot of groundswell behind the new team.
Just short of 20,000 people turned up at Etihad Stadium, midweek, on a wet and rainy night to see the practice match - which by all accounts is a very positive crowd figure. Sure, there would have been a lot of free tickets given away, as Heart have been visiting a lot of schools and local soccer clubs the past few months. And yes, the majority of the crowd was there to see Everton star, and national hero, Tim Cahill.
So, how will Melbourne sports fans embrace the Melbourne Heart?
I attended a corporate luncheon prior to the FIFA World Cup in Melbourne, The Irvine Club - a male dominated business networking group who are passionate about sports, and raising funds for charity. Representatives from the Heart were there, and a quick straw poll of over 400 guests taken.
Who follows the Victory? Hands go up.
Who will follow the Melbourne Heart? More hands go up. Very interesting. I'd say the split was 60/40 in favour of Melbourne Heart.
A radio poll taken last night on sports broadcaster, SEN, confirmed as much. 50% of callers will barrack for the Heart.
Why is Melbourne Heart such a credible alternative to the well-established, popular and very successful Melbourne Victory?
Victory have done such a great job in creating a powerful brand. It's supporters are enthusiastic, some fanatical, certainly soccer-mad, and very parochial. It should be noted, Victory have also done a great job encouraging families and women to their audience too.
I think given Victory's level of parochialism, it has in a sense made it a barrier for the 'general sports' fan, who enjoys soccer, to enter the realm of the Victory. So Victory may indeed 'own' the avid football fan, but the door is certainly open for the hearts (excuse pun) and minds of many other Melburnians, crazy about sport.
Melbourne Heart brings a certain level of nicety to its brand. It's possibly less intimidating, possibly more family-oriented, and represents an entry point for those fans wishing to now join in. Which is great.
Who will own the corporate audience?
Victory has done a great job in building it's corporate network, through a special business group called 'Victory in Business'. Traditionally, soccer is a very hard 'sell' to Australian corporate organisations wanting to entertain clients and guests. Unless Australia is playing Uruguay in a World Cup Qualifier. So it will be interesting to see whether the Heart can crack this nut. Having Westpac as a major sponsor is a great start.
So I watch with interest how the Club continues to unfold, and whether the early interest in Melbourne Heart will translate into memberships, strong attendances and corporate support.
And I can't wait for the 'derby'.
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