THE NARRM Football Club initiative started out as a hopeful idea for the club’s Indigenous Project Officer Matthew Whelan.  

Nearly two years later, that hopeful idea has turned into a league-first initiative, with the Demons becoming the first AFL club to take on its traditional Aboriginal name, Narrm.  

Narrm encompasses the traditional lands of the Kulin Nation, which consists of a collective of five Aboriginal nations; the Wurundjeri, Boonwurrung, Wathaurrung, Taungurung and Dja Dja Wurrung.  

Narrm comes from Woi Wurrung – the language spoken by the traditional owners of Melbourne and its surrounds.   

The initiative was designed to acknowledge and educate on Australia’s Indigenous history, while encouraging productive conversations within the club, as well as the wider football community.  

On the eve of National Reconciliation Week, and in the midst of Sir Doug Nicholls Round, Whelan joined the Gus & Gawny podcast to chat about his instrumental work in helping the club take these steps forward.  

“It’s probably something I didn’t think would actually happen; a bit of a pipe dream when I first thought about it,” Whelan said.  

Whelan has been a significant contributor to the Demons over the years, first joining the club in 1999 as a player.  

Throughout the 23 years since, he has seen immense development within the league’s acknowledgement and education of Indigenous culture and history, and is hopeful that it will continue to be embraced in the future.  

“I think not just the club, but the AFL in general, [has seen growth],” Whelan explained.  

“I’ve spoken about what ANZAC Day means to the AFL and how much I’ve learned [about that] from being in AFL circles and I guess Sir Doug Nicholls Round can be that ship to teach Aboriginal history.

“Hopefully that continues through us and the rest of the AFL.”  

During the podcast, Max Gawn shared his own thoughts on the significance of the initiative, as someone who has been a part of the club since 2009.  

“I personally love how the club has embraced it to a level where everyone is committed,” Gawn said.  

“I’ve been involved for 13 years, and this is as powerful of an Indigenous Round that we’ve done, and it makes me really proud.”  

Gawn took the time to thank Whelan for his continued contribution to the club and summed up just how important it was for non-Indigenous individuals to show their own leadership in educating others of Australia’s Indigenous history and culture.  

“After 13 years…I’m still learning and I think it’s our role as well, to be able to teach our friends and our family and not just leave it to you.”  

Narrm encourages its members and supporters to take the initiative to educate themselves and the people around them on Aboriginal and Torres Strait Islander history and culture.  

Visit the Narrm Hub to find educational resources to help you get started.  

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