FOR THE DURATION of AFLW Indigenous Round, the Demons will be rebranded as the Narrm Football Club.

Under its new name, Narrm faces St Kilda at RSEA Park in Round 3 and Brisbane at Casey Fields in Round 4.

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 AFLW digital touch points including the website, social media platforms and broadcast references on match day.

This initiative, 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 Lions, designed by Wurundjeri/Dja Dja Wurrung artist Ky-ya Nicholson Ward.

The Demons first donned this guernsey in the AFL season, when the club was also named Narrm for Sir Doug Nicholls Round.

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