JavaScript disabled. Please enable JavaScript to use My News, My Clippings, My Comments and user settings.

If you have trouble accessing our login form below, you can go to our login page.

If you have trouble accessing our login form below, you can go to our login page.

AFL must save Demons

Not happy: Melbourne players feel the wrath of supporters after Saturday's match.

Not happy: Melbourne players feel the wrath of supporters after Saturday's match. Photo: Sebastian Costanzo

First Melbourne rebuilt. Lately, coach Mark Neeld has talked about rebuilding the rebuild. After their pathetic start to 2013, what do the Demons do now, rebuild the rebuilding of a rebuild?

That's the sort of farce an entire football club threatens to become should the level of ineptitude Melbourne has exhibited on and off the field these past few years be allowed to continue much longer.

''Of course we are [concerned],'' AFL chief executive Andrew Demetriou conceded last week. ''We don't want the situation where a club has a significant loss and people are outraged and booing.''

That was in reaction to the round one smashing at the hands of Port Adelaide, a performance that up against Saturday night's 148-point disgrace against Essendon looked relatively competitive by comparison.

What would Demetriou say now? Whatever, it's what he does that's far more important.

And the time may well have come for the AFL to go a step further than subsidies and draft picks, and take over the running of one of the competition's foundation clubs, as it has been prepared to do with the newer franchises beyond the state border.

The league showed two decades ago it was prepared to move its own people into Sydney to keep the Swans viable. It didn't mess around and drafted David Matthews into head office at Greater Western Sydney. And it shouldn't mess around any longer waiting for the club bearing this city's name to fix itself. Because the Demons themselves can't, and won't.

This is about far more than Neeld's competence as a coach, and more than Melbourne's financial status. The club has an inherently weak culture that any number of new regimes has failed to strengthen. Direct intervention from head office may be Melbourne's last hope.

Next year will be the 50th anniversary of the Demons' last premiership. The seeds of destruction were sown less than 12 months later, when the legendary Norm Smith was sacked as coach. The disease has festered ever since, occasionally going into remission, but always there, ready to turn the slightest hint of trouble into chaos.

Even the couple of high points in that half-century have come against the odds. When Melbourne made the 1988 grand final, it did so as a club based at a dilapidated training venue, its football department split from the administration. In 2000, Neale Daniher took the club to another grand final despite the meddling and interference from its president Joe Gutnick.

Gutnick had stepped in to bail out the club and just four years earlier, it had actually voted in favour of merging itself out of independent existence, a fact those associated with other battling clubs such as the Western Bulldogs and the departed Fitzroy, who fought tooth and nail to stay alive under their own steam, have never forgotten.

Many would equate the recent tanking controversy as the merger's on-field equivalent. The results have spoken for themselves, most obviously in the departure of the player the whole costly strategy set out to acquire (Tom Scully), but just as significantly in the pervasive and damaging message sent through a whole club.

A stream of senior players have been jettisoned or have left, the club having overestimated the strength of what remained. And their development, and that of a steady stream of highly rated juniors, has been stunted and compromised, the consequences seen again at the hands of the Bombers.

The ''new brooms'' at Melbourne come and go, but never manage to clean everything or in some cases even anything up. The sickness always seems to prevail.

Chairman Don McLardy said on Sunday the Neeld coaching team had been given ''carte blanche to change the culture of the Melbourne Football Club''.

But at Melbourne, that is far too great a task for a novice coach feeling his way. Even Norm Smith would be struggling with this version of his once great club.

Culture change is also primarily a job for an administration. And this one is too embattled, too fatigued and too scarred by its various travails to any longer have the resources, clout or credibility to right this sinking ship.

AFL headquarters does though. The league could deploy its best to work at Melbourne, help establish the first solid foundations it would have had for 50 years, find and develop a genuine, not half-baked and piecemeal, spiritual and physical home, assume marketing and promotional responsibilities and make the club something fans of future generations actually want to follow for reasons other than diminishing family ties.

That's a more essential task than debating Neeld's future or Jack Watts' best position. Because unless it's addressed pronto, those names will simply be replaced by two more who try and fail to turn around a club with a sick core.

61 comments

  • Merge them with North Melbourne and become the Melbourne Kangaroos. They will then have a combined membership of about 30,000 and the old North supporters can attend the games when snow season starts.

    Commenter
    go bombers
    Date and time
    April 08, 2013, 7:15AM
    • A great idea! I've been saying this for ages and I'm a Kangaroos supporter.

      Commenter
      Sean
      Location
      Melbourne
      Date and time
      April 08, 2013, 7:55AM
    • Why merge with a club the AFL seems determined to get rid of.
      Eddie might let our Dees merge with Collingwood instead to become the Melbourne Pies.

      Commenter
      Chas of Donvale
      Date and time
      April 08, 2013, 8:13AM
    • Who would want to merge with Melbourne? Hawthorn showed 17 years ago that it would be poison to do that.

      Commenter
      andyl12
      Date and time
      April 08, 2013, 8:27AM
    • If Melbourne DID merge with North it would create a power house club that would dominate for about three years similar to when Fitzroy and Brisbane merged years back.

      Commenter
      Paul
      Date and time
      April 08, 2013, 8:43AM
    • Have you even been to Arden street? A fantastic club set up, a great culture. North are doing very well. Leave them alone, they have a good shot at a flag in the next 3 - 4 years. Go Magpies.

      Commenter
      Nicholas
      Location
      Nhulunbuy
      Date and time
      April 08, 2013, 8:47AM
    • Chris,Collingwood fans want nothing to do with snobby Melbourne,I'm sure Eddie feels the same.

      Commenter
      g
      Date and time
      April 08, 2013, 8:53AM
    • Name sounds good!

      Commenter
      bornagirl
      Location
      Melbourne
      Date and time
      April 08, 2013, 8:54AM
    • So are we going to merge the poorest clubs or the least successful? The logical options are the underachievers over the past forty years Footscray, St. Kilda and Collingwood. North Melbourne might not be wealthy but they've won four Premierships in that time.

      Commenter
      fred
      Date and time
      April 08, 2013, 9:07AM
    • North are a sustainable club who are slowly working down their levels of debt. They have 30k+ members on their own and whilst their attendances are not great, they often get relegated to B grade time slots. More importantly their list and culture yield competitive on field results. Lets not tar them with the same brush as Melbourne who are a basket case.

      Commenter
      Mick (Tigers Fan)
      Location
      Mornington
      Date and time
      April 08, 2013, 9:12AM

More comments

Comments are now closed

Related Coverage

2014 Home and Away

Round 1
Fri, 14 MarTimes shown AEDT
COL 46 vs FRE 116 Report Stats
Sat, 15 MarTimes shown AEDT
GWS 99 vs SYD 67 Report Report Stats
GCF 87 vs RIC 69 Report Stats
Sun, 16 MarTimes shown AEDT
CAR 87 vs PTA 120 Report Stats
Thu, 20 MarTimes shown AEDT
GEE 119 vs ADE 81 Report Stats
Fri, 21 MarTimes shown AEDT
NTH 60 vs ESS 99 Report Stats
Sat, 22 MarTimes shown AEDT
HAW 139 vs BRI 91 Report Stats
STK 68 vs MEL 51 Report Stats
Sun, 23 MarTimes shown AEDT
WCE 134 vs WBU 69 Report Stats
View All Fixtures
Round 2
Thu, 27 MarTimes shown AEDT
RIC 98 vs CAR 86 Report Stats
Fri, 28 MarTimes shown AEDT
ESS 86 vs HAW 90 Report Stats
Sat, 29 MarTimes shown AEDT
STK 95 vs GWS 88 Stats
PTA 127 vs ADE 73 Report Stats
FRE 87 vs GCF 39 Report Stats
SYD 69 vs COL 89 Report Stats
Sun, 30 MarTimes shown AEDT
BRI 68 vs GEE 93 Stats
MEL 30 vs WCE 123 Report Stats
WBU 54 vs NTH 83 Report Stats
View All Fixtures
Round 3
Fri, 04 AprTimes shown AEDT
HAW 137 vs FRE 79 Report Stats
Sat, 05 AprTimes shown AEDT
WBU 100 vs RIC 98 Report Stats
ADE 71 vs SYD 134 Report Stats
GCF 114 vs BRI 61 Stats
WCE 83 vs STK 58 Report Stats
COL 76 vs GEE 87 Report Stats
Sun, 06 AprTimes shown AEST
GWS 79 vs MEL 47 Report Stats
NTH 97 vs PTA 90 Report Stats
ESS 138 vs CAR 57 Report Stats
View All Fixtures
Round 4
Fri, 11 AprTimes shown AEST
RIC 72 vs COL 110 Report Stats
Sat, 12 AprTimes shown AEST
CAR 58 vs MEL 81 Report Stats
PTA 159 vs BRI 46 Report Stats
GWS 83 vs WBU 110 Report Stats
GEE 107 vs WCE 32 Report Stats
GCF 49 vs HAW 148 Report Stats
Sun, 13 AprTimes shown AEST
SYD 48 vs NTH 91 Report Stats
STK 50 vs ADE 136 Report Stats
FRE 113 vs ESS 60 Report Stats
View All Fixtures
Round 5
Thu, 17 AprTimes shown AEST
BRI 63 vs RIC 106 Report Stats
Sat, 19 AprTimes shown AEST
COL 93 vs NTH 58 Report Stats
SYD 92 vs FRE 75 Report Stats
WCE 56 vs PTA 70 Report Stats
ESS 65 vs STK 81 Report Stats
Sun, 20 AprTimes shown AEST
ADE 137 vs GWS 72 Report Stats
MEL 78 vs GCF 86 Report Stats
WBU 91 vs CAR 119 Report Stats
Mon, 21 AprTimes shown AEST
GEE 106 vs HAW 87 Report Stats
View All Fixtures
Round 6
Fri, 25 AprTimes shown AEST
COL 83 vs ESS 60 Report Stats
STK 79 vs BRI 82 Report Stats
FRE 61 vs NTH 74 Report Stats
Sat, 26 AprTimes shown AEST
GCF 134 vs GWS 94 Report Stats
CAR 92 vs WCE 89 Report Stats
MEL 38 vs SYD 69 Report Stats
Sun, 27 AprTimes shown AEST
WBU 83 vs ADE 92 Report Stats
RIC 52 vs HAW 118 Report Stats
PTA 107 vs GEE 67 Report Stats
View All Fixtures
Round 7
Fri, 02 MayTimes shown AEST
CAR 70 vs COL 104 Report Stats
Sat, 03 MayTimes shown AEST
HAW 175 vs STK 30 Report Stats
GWS 97 vs PTA 132 Report Stats
ADE 67 vs MEL 70 Report Stats
BRI 44 vs SYD 123 Stats
ESS 73 vs WBU 65 Report Stats
Sun, 04 MayTimes shown AEST
NTH 77 vs GCF 120 Report Stats
GEE 81 vs RIC 76 Report Stats
WCE 54 vs FRE 73 Report Stats
View All Fixtures
Round 8
Fri, 09 MayTimes shown AEST
SYD 107 vs HAW 88 Report Stats
Sat, 10 MayTimes shown AEST
PTA 94 vs FRE 76 Report Stats
BRI 57 vs ESS 65 Report Stats
MEL 83 vs WBU 99 Report Stats
Sun, 11 MayTimes shown AEST
WCE 188 vs GWS 77 Report Stats
Mon, 12 MayTimes shown AEST
STK 69 vs CAR 101 Report Stats
View All Fixtures
Round 9
Thu, 15 MayTimes shown AEST
ADE 76 vs COL 55 Report Stats
Fri, 16 MayTimes shown AEST
ESS 64 vs SYD 114 Report Stats
Sat, 17 MayTimes shown AEST
RIC 74 vs MEL 91 Report Stats
NTH 125 vs BRI 38 Report Stats
FRE 96 vs GEE 64 Report Stats
Sun, 18 MayTimes shown AEST
STK 87 vs GCF 125 Report Stats
View All Fixtures
Round 10
Fri, 23 MayTimes shown AEST
GEE 111 vs NTH 91 Report Stats
Sat, 24 MayTimes shown AEST
GWS 41 vs RIC 154 Report Stats
COL 109 vs WCE 101 Report Stats
PTA 100 vs HAW 86 Report Stats
Sun, 25 MayTimes shown AEST
GCF 119 vs WBU 74 Report Stats
CAR 81 vs ADE 76 Report Stats
View All Fixtures
Round 11
Thu, 29 MayTimes shown AEST
SYD 148 vs GEE 38 Report Stats
Fri, 30 MayTimes shown AEST
STK 54 vs COL 140 Report Stats
Sat, 31 MayTimes shown AEST
MEL 75 vs PTA 95 Report Stats
BRI 98 vs CAR 91 Report Stats
ESS 104 vs RIC 54 Report Stats
Sun, 01 JunTimes shown AEST
ADE 109 vs GCF 77 Report Stats
WBU 51 vs FRE 89 Report Stats
HAW 94 vs GWS 87 Report Stats
WCE 44 vs NTH 82 Report Stats
View All Fixtures
Round 12
Fri, 06 JunTimes shown AEST
GEE 107 vs CAR 102 Report Stats
Sat, 07 JunTimes shown AEST
HAW 123 vs WCE 79 Report Stats
PTA 129 vs STK 59 Report Stats
WBU 87 vs BRI 95 Report Stats
GWS 66 vs ESS 81 Report Stats
Sun, 08 JunTimes shown AEST
GCF 74 vs SYD 109 Report Stats
FRE 90 vs ADE 50 Report Stats
NTH 116 vs RIC 88 Report Stats
Mon, 09 JunTimes shown AEST
MEL 28 vs COL 61 Report Stats
View All Fixtures
Round 13
Fri, 13 JunTimes shown AEST
CAR 90 vs HAW 118 Report Stats
Sat, 14 JunTimes shown AEST
RIC 85 vs FRE 105 Report Stats
SYD 98 vs PTA 94 Report Stats
WCE 103 vs GCF 100 Report Stats
BRI 80 vs GWS 125 Report Stats
ADE 109 vs NTH 73 Report Stats
Sun, 15 JunTimes shown AEST
GEE 133 vs STK 37 Report Stats
COL 98 vs WBU 106 Report Stats
ESS 77 vs MEL 78 Report Stats
View All Fixtures
Round 14
Fri, 20 JunTimes shown AEST
RIC 51 vs SYD 62 Report Stats
Sat, 21 JunTimes shown AEST
PTA 128 vs WBU 56 Report Stats
HAW 115 vs COL 86 Report Stats
GCF 118 vs GEE 78 Report Stats
FRE 105 vs BRI 22 Report Stats
ESS 101 vs ADE 92 Report Stats
Sun, 22 JunTimes shown AEST
GWS 100 vs CAR 92 Report Stats
STK 70 vs WCE 103 Report Stats
MEL 66 vs NTH 107 Report Stats
View All Fixtures
Round 15
Fri, 27 JunTimes shown AEST
GEE 89 vs ESS 80 Report Stats
Sat, 28 JunTimes shown AEST
HAW 116 vs GCF 63 Report Stats
STK 73 vs RIC 117 Report Stats
FRE 88 vs WCE 81 Report Stats
SYD 106 vs GWS 60 Stats
BRI 70 vs NTH 66 Report Stats
Sun, 29 JunTimes shown AEST
WBU 91 vs MEL 85 Report Stats
ADE 99 vs PTA 76 Report Stats
COL 91 vs CAR 76 Report Stats
View All Fixtures
Round 16
Fri, 04 JulTimes shown AEST
NTH 108 vs HAW 88 Report Stats
Sat, 05 JulTimes shown AEST
RIC 79 vs BRI 54 Stats
GWS 72 vs ADE 140 Report Stats
GCF 80 vs COL 75 Report Stats
MEL 34 vs FRE 97 Report Stats
PTA 60 vs ESS 62 Report Stats
Sun, 06 JulTimes shown AEST
CAR 151 vs STK 66 Report Stats
WCE 51 vs SYD 79 Report Stats
GEE 69 vs WBU 56 Report Stats
View All Fixtures
Round 17
Fri, 11 JulTimes shown AEST
ADE 92 vs HAW 104 Report Stats
Sat, 12 JulTimes shown AEST
MEL 36 vs GEE 102 Report Stats
NTH 92 vs STK 33 Report Stats
WBU 94 vs GCF 66 Report Stats
BRI 64 vs WCE 76 Report Stats
SYD 122 vs CAR 51 Report Stats
Sun, 13 JulTimes shown AEST
RIC 126 vs PTA 106 Report Stats
ESS 103 vs COL 39 Report Stats
FRE 136 vs GWS 60 Report Stats
View All Fixtures
Round 18
Fri, 18 JulTimes shown AEST
CAR 109 vs NTH 86 Report Stats
Sat, 19 JulTimes shown AEST
STK 118 vs FRE 60 Report Stats
GWS 87 vs GEE 94 Report Stats
Sun, 20 JulTimes shown AEST
PTA 72 vs MEL 69 Report Stats
WBU 94 vs ESS 101 Report Stats
Fri, 25 JulTimes shown AEST
WCE 42 vs RIC 59 Report Stats
Sat, 26 JulTimes shown AEST
BRI 110 vs GCF 56 Report Stats
HAW 104 vs SYD 94 Report Stats
Sun, 27 JulTimes shown AEST
COL 82 vs ADE 98 Report Stats
View All Fixtures
Round 19
Thu, 31 JulTimes shown AEST
FRE 83 vs CAR 78 Report Stats
Fri, 01 AugTimes shown AEST
SYD 79 vs ESS 57 Report Stats
Sat, 02 AugTimes shown AEST
ADE 105 vs WCE 136 Report Stats
RIC 89 vs GWS 62 Report Stats
GCF 117 vs STK 64 Report Stats
NTH 79 vs GEE 111 Report Stats
Sun, 03 AugTimes shown AEST
MEL 51 vs BRI 74 Stats
HAW 107 vs WBU 45 Report Stats
COL 76 vs PTA 70 Report Stats
View All Fixtures
Round 20
Fri, 08 AugTimes shown AEST
RIC 95 vs ESS 77 Report Stats
Sat, 09 AugTimes shown AEST
GWS 51 vs NTH 126 Report Stats
CAR 97 vs GCF 58 Report Stats
HAW 115 vs MEL 65 Report Stats
PTA 58 vs SYD 84 Report Stats
GEE 81 vs FRE 79 Report Stats
Sun, 10 AugTimes shown AEST
BRI 63 vs ADE 168 Report Stats
STK 99 vs WBU 122 Report Stats
WCE 126 vs COL 66 Report Stats
View All Fixtures
Round 21
Fri, 15 AugTimes shown AEST
CAR 76 vs GEE 82 Report Stats
Sat, 16 AugTimes shown AEST
SYD 127 vs STK 56 Stats
GCF 47 vs PTA 56 Report Stats
ESS 77 vs WCE 74 Report Stats
COL 56 vs BRI 123 Report Stats
ADE 69 vs RIC 79 Report Stats
Sun, 17 AugTimes shown AEST
NTH 111 vs WBU 61 Report Stats
MEL 34 vs GWS 98 Report Stats
FRE 110 vs HAW 91 Report Stats
View All Fixtures
Round 22
Fri, 22 AugTimes shown AEST
PTA 140 vs CAR 37 Report Stats
Sat, 23 AugTimes shown AEST
NTH 101 vs ADE 94 Report Stats
ESS 108 vs GCF 89 Report Stats
GWS 67 vs COL 75 Report Stats
WCE 119 vs MEL 53 Report Stats
HAW 94 vs GEE 71 Report Stats
Sun, 24 AugTimes shown AEST
BRI 48 vs FRE 106 Report Stats
WBU 67 vs SYD 130 Report Stats
RIC 98 vs STK 72 Report Stats
View All Fixtures
Round 23
Fri, 29 AugTimes shown AEST
COL 56 vs HAW 121 Stats
Sat, 30 AugTimes shown AEST
CAR 90 vs ESS 90 Stats
FRE 105 vs PTA 97 Stats
SYD 65 vs RIC 68 Stats
NTH 123 vs MEL 93 Stats
GEE 143 vs BRI 81 Stats
Sun, 31 AugTimes shown AEST
GCF 99 vs WCE 151 Stats
ADE 141 vs STK 62 Stats
WBU 109 vs GWS 115 Stats
View All Fixtures
AFL Finals Round 1
Fri, 05 SepTimes shown AEST
HAW 104 vs GEE 68 Stats
Sat, 06 SepTimes shown AEST
SYD 93 vs FRE 69 Stats
NTH 93 vs ESS 81 Stats
Sun, 07 SepTimes shown AEST
PTA 132 vs RIC 75 Report Stats
View All Fixtures
AFL Finals Round 2
Fri, 12 SepTimes shown AEST
GEE 92 vs NTH 98 Stats
Sat, 13 SepTimes shown AEST
FRE 83 vs PTA 105 Stats
View All Fixtures
AFL Finals Round 3
Fri, 19 SepTimes shown AEST
SYD 136 vs NTH 65 Report Stats
Sat, 20 SepTimes shown AEST
HAW 97 vs PTA 94 Report Stats
View All Fixtures
AFL Finals Round 4
Sat, 27 SepTimes shown AEST
SYD 74 vs HAW 137 Report Stats
View All Fixtures
AFL Home and Away
Overall standings
Team P W L D % Pts
Sydney Swans 22 17 5 0 142.88 68
Hawthorn 22 17 5 0 140.78 68
Geelong Cats 22 17 5 0 113.77 68
Fremantle 22 16 6 0 130.40 64
Port Adelaide 22 14 8 0 129.92 56
North Melbourne 22 14 8 0 117.04 56
Essendon 22 12 9 1 106.34 50
Richmond 22 12 10 0 105.77 48
View all
 
Win an iPad mini by entering our Sport survey
Featured advertisers