In an effort to educate on Aboriginal and Torres Strait Islander culture, the Melbourne Football Club has once again rebranded itself to Narrm Football Club. It is creating awareness and encouraging conversations around culture in the football community.
Narrm is the traditional name for Melbourne. It comes from Woi Wurrung – language of the traditional owners of the Australian city. Gary Pert, Melbourne CEO, says they are incredibly proud of the impact Narrm Football Club had in 2022 and 2023. “This initiative which was a passion and focus of our RAP Committee, is about acknowledgment, education, and celebration,” he said. “It was fantastic to see our fans and the football community, embrace it.”
The Club said its hopeful the rebrand will make further impact in 2024. It has continued its work with the Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation to gain greater understanding, advice, and permission for Narrm’s use.
Pert said to see the impact the initiative has had on their players, coaches and staff, as well as members and supporters, has been remarkable. “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.”
Jack Viney, the vice-captain of Narrm Football Club, said the rebrand is his pride in the club. “I’m incredibly proud of the way our club continues to acknowledge and celebrate Aboriginal and Torres Strait Islander Culture.” As a non-Indigenous player, Viney sees the impact playing as Narrm Football Club has on my Indigenous teammates. “I hope we can continue to listen, learn and have meaningful conversations with one another.”
The Narrm Football Club is on the jumper artwork ‘My Heart Beats True’. The art was designed by Arabana and Kokatha artist Mali Isabel. She said the intricate art is centered around a heart and tells the story of her younger brother and passionate Demons fan KC Melbourne Herriman-Place. Mali honored her brother, who suffered his first cardiac arrest at just 11 years of age and received a heart transplant in 2020, highlighting his resilience and the unique connection to Dees.
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