Two of the great sporting clubs of Melbourne have cemented their future together with a three year agreement that will create a unique alliance in Victoria.
MELBOURNEfc and Melbourne First National Phoenix have signed a memorandum of understanding under which the two clubs commit to jointly develop programs and initiatives for the benefit of their members, athletes, staff, commercial partners and brand profile.
The two club CEOs and key staff have been working for several months to identify areas where there are benefits to be had in the 2007 season and beyond.
The two clubs will particularly focus on programs designed to exchange coaching and leadership experience and skills, support netballers and footballers in personal and professional development, share some staff resources and costs, provide additional membership benefits, and provide more opportunities for commercial partners.
Discussions are also underway about Melbourne First National Phoenix sharing the famous navy and red colors of MELBOURNEfc, and to embrace the “Demons” ethos.
Melbourne First National Phoenix Co-Captain Sharelle McMahon and MELBOURNEfc Captain, David Neitz have been appointed ambassadors of the partnership and will work on a number of community and corporate programs.
Initiatives such as running a major netball/football clinic during the upcoming summer holidays are planned, and this is expected to be one of the biggest clinics in Victoria.
The two coaches, Julie Hoornweg and Neale Daniher, have already participated in a joint forum on leadership, and these will continue on a regular basis. The coaches will also sit in as “assistant coaches” on game day to gain more insights into tactics, strategies, leadership, motivation etc.
The two clubs have also exchanged honorary memberships for their players, and a number have attended matches this season.
MELBOURNEfc CEO Steve Harris said: “Our Club is about taking a broad approach to what MELBOURNEfc represents. We want to embrace our members and supporters across the whole year, and through a holistic approach to sport, family and community. Netball is a large part of many of our supporter families and we want to recognize and nurture it by providing opportunities to all the family. Bringing together the biggest spectator and participation sports, and the two Melbourne-named clubs in the biggest sports, will bring a lot of increased value to each club.”
Netball Australia President, Noeleen Dix said “We encourage all state netball organisations to build alliances and partnerships with other sports particularly AFL football. There is no question that AFL is one of the largest spectator sports and it can give significant benefits to netball.”
Netball Victoria CEO Kate Palmer said: “We have been working with MELBOURNEfc for over 12 months and have scoped out areas where we can work collaboratively and smartly to benefit both clubs. This is an exciting step for netball as we seek to elevate the profile and financial strength of our game from grassroots through to the international elite level. ”
Dr Colin McLeod, General Manager, Marketing and Communications for the AFL said: “We endorse AFL clubs working closely with netball as it supports the initiatives we have taken with Netball Australia. We see netball as a complimentary sport to football in towns and cities all over Australia. Having a strong relationship at the elite level as well as the grassroots just makes good sense.”
MELBOURNEfc and Melbourne First National Phoenix will officially launch their partnership later this season.
