FOR THE third consecutive year, Melbourne Football Club will rebrand to Narrm Football Club for the duration of Sir Doug Nicholls Round and AFLW Indigenous Round.
The initiative was first introduced in 2022 and looks to educate the football and wider Australian audience on Aboriginal and Torres Strait Islander culture, while generating awareness on the importance of traditional language.
Narrm, the traditional name for Melbourne, comes from Woi Wurrung, the language spoken by the traditional owners of the city and its surrounds, and acknowledges the region the Demons call home.
The club is once again hopeful that the rebrand will make further impact in 2024, having continued its work with the Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation to gain greater understanding, advice and permission for Narrm’s use.
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"To see the impact this initiative has had on our players, coaches and staff, as well as our members and supporters, since we launched Narrm Football Club in 2022 has been remarkable,” CEO Gary Pert told Melbourne Media.
"We hope in 2024 we can encourage more meaningful conversations among the football community, while continuing to acknowledge, celebrate and educate on Aboriginal and Torres Strait Islander culture and history."
Vice-captain Jack Viney reflected on the rebrand and his pride in the club for highlighting Indigenous language.
"I'm incredibly proud of the way our club continues to acknowledge and celebrate Aboriginal and Torres Strait Islander culture,” Viney said.
Larrakia player Steven May echoed this sentiment and shared his sense of honour in running out under the Narrm name.
"To play for Narrm Football Club is an honour. It's a special couple of weeks for me personally, and makes me proud to be part of our great club,” May said.
"This is the third year we have taken on the name Narrm, and I hope we can continue to spark conversations and learn from each other."
In 2024, Narrm is one of six clubs to take on a traditional Indigenous name alongside Walyalup (Fremantle), Yartapuulti (Port Adelaide), Kuwarna (Adelaide), Waalitj Marawar (West Coast) and Euro-Yroke (St Kilda).
Narrm will first feature during AFL Round 10, when the club travels to Western Australia to face Waalitj Marawar (West Coast).
The Demons will then return to the MCG to host Euro-Yroke (St Kilda) in Round 11.
Throughout the two weeks of Sir Doug Nicholls Round, Narrm will don its 2024 Indigenous guernsey, designed by Arabana and Kokatha artist Mali Isabel.
Mali and her family’s special connection to the Narrm Football Club is at the core of the jumper artwork.
The intricate art is centred around a heart and tells the story of her younger brother and passionate Demons fan KC Melbourne Herriman-Place.
After suffering from cardiomyopathy, his first cardiac arrest at just 11 years old, KC received a heart transplant in 2020.
Looking to honour her brother’s journey of resilience and unique connection to the Dees, Mali has created an artwork fittingly named ‘My Heart Beats True’.
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The club will again take on the name of Narrm during Indigenous Round of the 2024 NAB AFLW season, set to commence later this year, in addition to wearing the 2024 Indigenous guernsey.
A Narrm Football Club logo will take pride of place across all digital touch points for the duration of the dedicated rounds, including website, social media and broadcast.
