Nick Bendel
Western Sydney Football Club needs to take the smart approach
November 21st 2009 07:20
When Sheedy was announced as the inaugural coach of the Western Sydney Football Club a fortnight ago, many in the harbour city took note. When it was reported that Hayne was on the team’s hitlist, further headlines were generated. And with word recently emerging that Kelly is considering taking up a developmental role, even more interest has been sparked. All this attention can only be a good thing, right?
Well, yes and no. Those who insist that there’s no such thing as bad publicity are guilty of facile thinking, because the type of publicity somebody or something receives is often more important than the amount. As Sport: The Australian Disease has previously argued, winning the affection of western Sydney and the support of sponsors is going to pose an extraordinarily difficult long term challenge. For WSFC to succeed, it will have to convince people that it’s committed to the region, and that it’s going to be around forever. In other words, it has to establish itself as a credible entity.
Cheap publicity stunts, therefore, are a hindrance rather than a help. Unquestionably, the Hayne story would have aroused the interest of the locals, many of whom would have devoted rare attention to a code that they’re ignorant of, and even hostile to. But one suspects that a majority of those would have regarded with scorn the idea of a league star wanting to convert to an entirely foreign sport, or making a success of it if he did. And that scorn would then, in turn, have been directed to the party responsible for the idea- WSFC. So increased recognition would have come at the price of decreased credibility. That’s why there is such a thing as bad publicity.
The signing of Sheedy and the possible recruitment of Kelly, however, are examples of good publicity. While a lot of the league loving locals would possess only a dim understanding of the pair, there would be a vague recognition that the first was a champion coach and the second a champion player. Then would come the instinctive thought that if individuals of that calibre had chosen to get involved with the fledgling club, there must be something substantial about it.
Still, it would be wrong to place undue emphasis on publicity. That’s because WSFC needs to sink its roots very deeply into the western Sydney soil if it is to survive and thrive. As the Swans would attest, consolidation will not come before decades have passed and tens of millions of dollars have been spent. There is no short term fix to be had; only long term vision will enable the AFL’s 18th franchise to securely establish itself.
With that in mind, the Hayne flirtation looks even more foolish. Even if the Parramatta fullback could somehow be seduced, it is extremely unlikely that he would be able to turn himself into a star in a second code. And unless he could do that, the whole exercise would be pointless, because why would the region be inspired by the exertions of a middling footballer?
On the other hand, the appointment of Sheedy and the pursuit of Kelly look even more inspired. The former Essendon boss possesses greater experience than any of his contemporaries, meaning that there could be nobody better qualified to recruit staff, draft players and develop a flourishing culture. As for the Brownlow Medallist, he is revered in the Riverina zone in which he would be doing his developmental work, meaning that there could be nobody better qualified to convince talented young athletes to choose Aussie Rules over other sports.
With these two on the payroll, WSFC gives itself the best chance to build a robust structure. Clubs that have poor foundations go bust, because they lack credibility. Sponsors don’t want to sponsor them; players don’t want to play for them; supporters don’t want to support them. Conversely, clubs that have firm foundations are able to make it through the inevitable low points in the sporting cycle and ultimately prosper.
It is on this point that WSFC must resolutely focus. Building support and winning games will be difficult, especially in the short term. If, however, a robust structure is created, both should eventually arrive. It won’t be quick, it won’t be easy, and it certainly won’t be cheap. But if the club remains true to a long term vision, there’s a good chance that the AFL’s newest baby will grow to be a mature, healthy adult.
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