FOR THE DURATION of Sir Doug Nicholls Round, the Demons will be rebranded as the Narrm Football Club.

Narrm is the Aboriginal name for Melbourne which comes from the Woi Wurrung language, spoken by the traditional owners of the city and its surrounds.

The club consulted with Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation who have provided invaluable knowledge and permission for the club to use the Woi Wurrung word and bring the initiative to life. 

As the name ‘Narrm’ is being translated from oral language, there are several variations of the spelling. Narrm, Naarm and Nairm are all commonly used and accepted.

As of today, and for the next two weeks, the Narrm name and logo will be seen across all of the club’s digital touch points including the website, social media platforms and broadcast references on match day.

This initiative, which is two years in the making, was designed to celebrate Australia’s Indigenous history and generate productive conversations among the Dees’ member and supporter bases.

To celebrate this round, Narrm will don a special guernsey in its next home game against the Dockers, designed by Wurundjeri/Dja Dja Wurrung artist Ky-ya Nicholson Ward.

Narrm will also release a limited edition merchandise range, with all profits going towards the club’s various Indigenous programs.

The Demons will pull this jumper on once again during next season’s AFLW Indigenous Round, marking the first time the club’s AFL and AFLW sides have worn the same Indigenous guernsey.

These actions are contributing in the journey towards the club’s Reconciliation Action Plan vision of a fully reconciled and equitable Australia.

For the duration of Sir Doug Nicholls Round, Melbourne Football Club will be rebranded and referred to as the Narrm Football Club.