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Melbourne president's plan to turn the Demons into the Yankees

Melbourne chairman Glen Bartlett.

Melbourne chairman Glen Bartlett. Photo: Joe Armao

Melbourne chairman Glen Bartlett has unveiled his long-term vision to transform the club into the New York Yankees of the AFL to have  the Demons become a team of choice for Melburnians and  a key attraction for visitors and newcomers to football's home base.

In his first in-depth interview since taking over the struggling club, Bartlett revealed that extensive research commissioned by the new board would scrutinise the Melbourne logo, the club song, its long-term agreement with Casey and its lack of visibility in Melbourne.

A decorated West Australian forward who played four games for West Coast in its first season, Bartlett said he had adopted the Demons when he moved to Melbourne in 2008 but had quickly identified the club's ''soft culture'' on and off the field.

"I felt very strongly and I still feel that we should be the New York Yankees of this city," Bartlett told Fairfax Media. "People come to Melbourne to visit the Melbourne zoo, to go to the MCG, visit the MCC museum and they should come here to watch Melbourne play.

"One of the reasons I picked Melbourne was because Melbourne was the game's oldest club, it played a key role in inventing the game and the relationship with the MCC really resonated with me.

"We are Melbourne and we started the game but when I started to become involved and watched what was going on I saw that people around the club were very nice and friendly but didn't have a killer instinct. We had a soft culture on and off the field.

"There was an almost a lackadaisical  approach to a lot of what we did and that was across issues as peripheral as our club ties. We had five different ties. Now we have one. This might seem a small thing but it was symbolic of what the club was doing. Now our staff have one men's uniform and one women's uniform."

Bartlett, who would not be drawn on specifics around the futures of key personnel at the club, said he remained optimistic that Paul Roos would retain a significant role in shaping the Demons' future beyond his senior coaching commitment. The prevailing view is that Roos will commit to his coaching role until the end of 2016 and potentially retain a position overseeing a new club development academy beyond that.

While it is understood that chief executive Peter Jackson will be offered a 12-month contract extension until the end of 2015 Bartlett said his reluctance to speak publicly until now about Jackson's future or his own vision was because "I want our footy to do the talking''.

"Now I feel we're on the right track," Bartlett said. "When I started last August we didn't have a corporate sponsor for the front or the back of our jumper. Now we have a partnership with South China Airlines, the world's fourth largest airline. We had no coach and we needed to create an environment where our players could play their best footy and we could win back respect on and off the field.

"You do have to walk then crawl then run and we need to do our homework first. I carried on about the different club ties and we no longer have the black blazers for the players but I'm a stickler for getting things right. I think our logo is too busy but we went to our fan base and the majority of them are telling us they really like it.

"And there's certainly some passionate people telling us we have to put the word 'Melbourne' into our song. In terms of our overall position and brand we have to look into that.

"It's all very well to come in and say we need to model ourselves on the New York Yankees and redesign our logo and change the words of our song but we need to examine everything and get it right."

Bartlett said the unveiling of a new strategy for Melbourne was still two to three months away but hinted that the club's long-term deal with City of Casey could be in jeopardy despite the VFL alignment and a contract with Casey until 2038.

"It's not our heartland," said Bartlett, who identified the Demons' supporter base as starting with inner Melbourne and spreading east. "There is no doubt we need a development academy but how we do that in tangible terms we are still investigating.

"I personally think it would be fantastic to have a presence in Collins Street in the heart of Melbourne and a building where we tried to develop people for our club across all areas. Part of our heartland is Melbourne and Collins Street and we are not visible there. That's a personal vision which I think would be fantastic. It's all about retaining and developing the best people.

"With Paul Roos coming on board I was just so happy not only with the work he has done but with the coaches he has brought with him. George Stone, Ben Mathews, Dan McPherson, Jade Rawlings as well as Brad Miller and Brett Allison and the work Leading Teams has done. They have already made so much progress."

Melbourne is working closely with the AFL and the Breast Cancer Network Australia to continue to stage the Field of Women game each season and remains determined to own an ANZAC eve annual fixture with Richmond. Bartlett has led the push to play the potential blockbuster in honour of Frank ''Checker'' Hughes who served in the military for four years during World War I, played in two Richmond premierships and coached the Tigers to another before crossing to Melbourne where he coached the Demons to four flags.

"His service to the game and our club is underrated in my view," said Bartlett. "He changed our name from the Fuchsias to the Demons and he was Norm Smith's right-hand man until 1965." 

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AFL 2016

Round 1
Thu, 24 MarTimes shown AEDT
RIC vs CAR 19:20MCG
Sat, 26 MarTimes shown AEDT
MEL vs GWS 13:40MCG
GCF vs ESS 16:35MS
NTH vs ADE 19:25ES
SYD vs COL 19:25ANZ
Sun, 27 MarTimes shown AEDT
WBU vs FRE 13:10ES
PTA vs STK 15:20Adelaide Oval
WCE vs BRI 19:40Domain Stadium
Mon, 28 MarTimes shown AEDT
GEE vs HAW 15:20MCG
View All Fixtures
Round 2
Fri, 01 AprTimes shown AEDT
COL vs RIC 19:50MCG
Sat, 02 AprTimes shown AEDT
ADE vs PTA 13:45Adelaide Oval
ESS vs MEL 14:10MCG
BRI vs NTH 16:35G
STK vs WBU 19:25ES
FRE vs GCF 19:40Domain Stadium
Sun, 03 AprTimes shown AEST
GWS vs GEE 13:10SO
HAW vs WCE 15:20MCG
CAR vs SYD 16:40ES
View All Fixtures
Round 3
Fri, 08 AprTimes shown AEST
PTA vs ESS 19:50Adelaide Oval
Sat, 09 AprTimes shown AEST
STK vs COL 13:45MCG
RIC vs ADE 14:10ES
SYD vs GWS 16:35SCG
GCF vs CAR 19:25MS
WCE vs FRE 19:40Domain Stadium
Sun, 10 AprTimes shown AEST
NTH vs MEL 13:10BA
WBU vs HAW 15:20ES
GEE vs BRI 16:40SS
View All Fixtures
Round 4
Fri, 15 AprTimes shown AEST
WCE vs RIC 20:10Domain Stadium
Sat, 16 AprTimes shown AEST
ESS vs GEE 13:45MCG
HAW vs STK 14:10AS
BRI vs GCF 16:35G
CAR vs WBU 19:25ES
ADE vs SYD 19:40Adelaide Oval
Sun, 17 AprTimes shown AEST
GWS vs PTA 13:10SO
COL vs MEL 15:20MCG
NTH vs FRE 16:40ES
View All Fixtures
Round 5
Fri, 22 AprTimes shown AEST
HAW vs ADE 19:50MCG
Sat, 23 AprTimes shown AEST
SYD vs WCE 13:40SCG
GCF vs NTH 16:35MS
WBU vs BRI 19:25ES
PTA vs GEE 19:40Adelaide Oval
Sun, 24 AprTimes shown AEST
STK vs GWS 13:10ES
FRE vs CAR 16:10Domain Stadium
MEL vs RIC 19:10MCG
Mon, 25 AprTimes shown AEST
COL vs ESS 15:20MCG
View All Fixtures
Round 6
Fri, 29 AprTimes shown AEST
NTH vs WBU 19:50ES
Sat, 30 AprTimes shown AEST
MEL vs STK 13:45ES
ADE vs FRE 14:10Adelaide Oval
GWS vs HAW 16:35Spotless Stadium
RIC vs PTA 19:25MCG
GEE vs GCF 19:25SS
Sun, 01 MayTimes shown AEST
BRI vs SYD 13:10G
CAR vs ESS 15:20MCG
WCE vs COL 16:40Domain Stadium
View All Fixtures
Round 7
Fri, 06 MayTimes shown AEST
RIC vs HAW 19:50MCG
Sat, 07 MayTimes shown AEST
COL vs CAR 13:45MCG
GEE vs WCE 14:10SS
SYD vs ESS 16:35ANZ
GCF vs MEL 17:10MS
WBU vs ADE 19:40ES
FRE vs GWS 20:10Domain Stadium
Sun, 08 MayTimes shown AEST
STK vs NTH 15:20ES
PTA vs BRI 16:40Adelaide Oval
View All Fixtures
Round 8
Fri, 13 MayTimes shown AEST
ADE vs GEE 19:50Adelaide Oval
Sat, 14 MayTimes shown AEST
ESS vs NTH 13:45ES
HAW vs FRE 14:10AS
GWS vs GCF 16:35Spotless Stadium
BRI vs COL 19:25G
RIC vs SYD 19:25MCG
Sun, 15 MayTimes shown AEST
CAR vs PTA 13:10ES
MEL vs WBU 15:20MCG
WCE vs STK 16:40Domain Stadium
View All Fixtures
Round 9
Fri, 20 MayTimes shown AEST
HAW vs SYD 19:50MCG
Sat, 21 MayTimes shown AEST
COL vs GEE 13:45MCG
GCF vs ADE 14:10MS
PTA vs WCE 16:35Adelaide Oval
NTH vs CAR 19:25ES
FRE vs RIC 19:40Domain Stadium
Sun, 22 MayTimes shown AEST
MEL vs BRI 13:10MCG
GWS vs WBU 15:20Spotless Stadium
STK vs ESS 16:40ES
View All Fixtures
Round 10
Fri, 27 MayTimes shown AEST
SYD vs NTH 19:50SCG
Sat, 28 MayTimes shown AEST
BRI vs HAW 13:45G
MEL vs PTA 14:10TIO Traeger Park
STK vs FRE 16:35ES
ESS vs RIC 19:25MCG
ADE vs GWS 19:40Adelaide Oval
Sun, 29 MayTimes shown AEST
CAR vs GEE 13:10ES
COL vs WBU 15:20MCG
WCE vs GCF 16:40Domain Stadium
View All Fixtures
Round 11
Fri, 03 JunTimes shown AEST
NTH vs RIC 19:50BA
Sat, 04 JunTimes shown AEST
HAW vs MEL 13:45MCG
CAR vs BRI 14:10ES
GEE vs GWS 16:35SS
GCF vs SYD 19:25MS
FRE vs ESS 19:40Domain Stadium
Sun, 05 JunTimes shown AEST
COL vs PTA 13:10MCG
WBU vs WCE 15:20ES
ADE vs STK 16:40Adelaide Oval
View All Fixtures
Round 12
Fri, 10 JunTimes shown AEST
ESS vs HAW 19:50ES
Sat, 11 JunTimes shown AEST
PTA vs WBU 13:40Adelaide Oval
BRI vs FRE 16:35G
GEE vs NTH 19:25ES
WCE vs ADE 19:40Domain Stadium
Sun, 12 JunTimes shown AEST
STK vs CAR 13:10ES
RIC vs GCF 15:20MCG
GWS vs SYD 16:40Spotless Stadium
Mon, 13 JunTimes shown AEST
MEL vs COL 15:20MCG
View All Fixtures
Round 13
Fri, 17 JunTimes shown AEST
NTH vs HAW 19:50ES
Sat, 18 JunTimes shown AEST
BRI vs WCE 13:40G
FRE vs PTA 16:35Domain Stadium
WBU vs GEE 19:25ES
Sun, 19 JunTimes shown AEST
SYD vs MEL 13:10SCG
ESS vs GWS 16:40ES
View All Fixtures
Round 14
Thu, 23 JunTimes shown AEST
ADE vs NTH 19:50Adelaide Oval
Fri, 24 JunTimes shown AEST
COL vs FRE 19:50MCG
Sat, 25 JunTimes shown AEST
RIC vs BRI 13:40MCG
GWS vs CAR 16:35Spotless Stadium
STK vs GEE 19:25ES
Sun, 26 JunTimes shown AEST
HAW vs GCF 15:20AS
View All Fixtures
Round 15
Thu, 30 JunTimes shown AEST
WCE vs ESS 20:10Domain Stadium
Fri, 01 JulTimes shown AEST
PTA vs RIC 19:50Adelaide Oval
Sat, 02 JulTimes shown AEST
GCF vs STK 13:40MS
SYD vs WBU 16:35SCG
CAR vs COL 19:25MCG
Sun, 03 JulTimes shown AEST
MEL vs ADE 15:20MCG
View All Fixtures
Round 16
Thu, 07 JulTimes shown AEST
PTA vs HAW 19:50Adelaide Oval
Fri, 08 JulTimes shown AEST
GEE vs SYD 19:50SS
Sat, 09 JulTimes shown AEST
GWS vs COL 13:40Spotless Stadium
GCF vs BRI 16:35MS
WBU vs RIC 19:25ES
MEL vs FRE 19:40TIO
Sun, 10 JulTimes shown AEST
CAR vs ADE 13:10MCG
WCE vs NTH 15:20Domain Stadium
ESS vs STK 16:40ES
View All Fixtures
Round 17
Thu, 14 JulTimes shown AEST
SYD vs HAW 19:20SCG
Fri, 15 JulTimes shown AEST
FRE vs GEE 20:10Domain Stadium
Sat, 16 JulTimes shown AEST
RIC vs ESS 13:40MCG
NTH vs PTA 16:35ES
WBU vs GCF 19:25CAZ
ADE vs COL 19:40Adelaide Oval
Sun, 17 JulTimes shown AEST
CAR vs WCE 13:10MCG
STK vs MEL 15:20ES
BRI vs GWS 16:40G
View All Fixtures
Round 18
Fri, 22 JulTimes shown AEST
COL vs NTH 19:50ES
Sat, 23 JulTimes shown AEST
SYD vs CAR 13:45ANZ
GCF vs FRE 14:10MS
WCE vs MEL 16:35Domain Stadium
WBU vs STK 19:25ES
GEE vs ADE 19:25SS
Sun, 24 JulTimes shown AEST
ESS vs BRI 13:10ES
HAW vs RIC 15:20MCG
PTA vs GWS 16:40Adelaide Oval
View All Fixtures
Round 19
Fri, 29 JulTimes shown AEST
GEE vs WBU 19:50SS
Sat, 30 JulTimes shown AEST
GWS vs RIC 13:45SO
HAW vs CAR 14:10AS
COL vs WCE 16:35MCG
BRI vs PTA 19:25G
NTH vs STK 19:25ES
Sun, 31 JulTimes shown AEST
MEL vs GCF 13:10MCG
FRE vs SYD 15:20Domain Stadium
ADE vs ESS 16:40Adelaide Oval
View All Fixtures
Round 20
Fri, 05 AugTimes shown AEST
RIC vs COL 19:50MCG
Sat, 06 AugTimes shown AEST
SYD vs PTA 13:45SCG
MEL vs HAW 14:10MCG
GCF vs GWS 16:35MS
WBU vs NTH 19:25ES
ADE vs BRI 19:40Adelaide Oval
Sun, 07 AugTimes shown AEST
CAR vs STK 13:10MCG
GEE vs ESS 15:20ES
FRE vs WCE 16:40Domain Stadium
View All Fixtures
Round 21
Fri, 12 AugTimes shown AEST
WBU vs COL 19:50ES
Sat, 13 AugTimes shown AEST
BRI vs CAR 13:45G
HAW vs NTH 14:10MCG
GWS vs WCE 16:35Spotless Stadium
STK vs SYD 19:25ES
PTA vs MEL 19:40Adelaide Oval
Sun, 14 AugTimes shown AEST
ESS vs GCF 13:10ES
RIC vs GEE 15:20MCG
FRE vs ADE 16:40Domain Stadium
View All Fixtures
Round 22
Fri, 19 AugTimes shown AEST
WCE vs HAW 20:10Domain Stadium
Sat, 20 AugTimes shown AEST
NTH vs SYD 13:45BA
RIC vs STK 14:10MCG
GWS vs FRE 16:35Spotless Stadium
COL vs GCF 19:25ES
PTA vs ADE 19:40Adelaide Oval
Sun, 21 AugTimes shown AEST
CAR vs MEL 13:10MCG
BRI vs GEE 15:20G
ESS vs WBU 16:40ES
View All Fixtures
Round 23
Sat, 27 AugTimes shown AEST
HAW vs COL 12:00MCG
STK vs BRI 12:00ES
ESS vs CAR 12:00MCG
GCF vs PTA 12:00MS
SYD vs RIC 12:00SCG
NTH vs GWS 12:00ES
GEE vs MEL 12:00SS
ADE vs WCE 12:30Adelaide Oval
FRE vs WBU 14:00Domain Stadium
View All Fixtures
AFL 2015
Overall standings
Team P W L D % Pts
Adelaide Crows 0 0 0 0 - 0
Brisbane Lions 0 0 0 0 - 0
Carlton 0 0 0 0 - 0
Collingwood 0 0 0 0 - 0
Essendon 0 0 0 0 - 0
Fremantle 0 0 0 0 - 0
Geelong Cats 0 0 0 0 - 0
Gold Coast Suns 0 0 0 0 - 0
View all

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