Owned by News, the Storm was allowed to operate at a loss. Rugby league clubs have often depended on subsidies, but this was the first time the subsidising body was the code’s owner, a media organisation whose income derived indirectly from the fans of the other clubs. Melbourne became everyone’s gift to John Ribot.
Another two premierships and four consecutive grand-final appearances followed. A great success. Why, then, isn’t there an overwhelming push for a second Melbourne NRL franchise?
Because, for all of its onfield success,
the Storm franchise is a failure. Melbourne has been haemorrhaging money at a rate that has only recently become clear. They have a tiny, if devoted, fan base which is not large enough to sustain the club. They have not been successful in attracting the media’s, sponsors’ or the public’s interest in Melbourne to the degree where they can be financially viable. They are kept alive by the largesse of News Limited. And now that News is pulling out of the game, Melbourne expects the other clubs to continue to help it win premierships at their expense.
Now, think how this looks to the other clubs. Of every dollar they scrap and beg for, in sponsorship drives or marketing pushes or merchandise ideas, some of it goes to a club that is allowed to walk away with premierships. Every other club has to fight tooth and nail to remain profitable. Cronulla has never won a premiership. St George hasn’t won one for 30 years. Souths haven’t won one for 40. North Queensland and the Gold Coast, two good new clubs in real rugby league communities, haven’t won a premiership.
Meanwhile Melbourne, which has had its sugar daddy buying premierships for it, now wants them to keep up the inflow so it can continue to live beyond its means. Eh?
Every other club has to compete under the salary cap for the best players. Not Melbourne, which has been able to spend what it likes and — in the ultimate outrage — keep the best forward in Australia, the club captain, due to News Limited, through Foxtel, actually paying him again.
And for what? So the NRL can call itself a national game?
Comparisons may be drawn with the benefits enjoyed by the Sydney Swans over the years. But at least there is a real, thriving interest in the AFL in Sydney. At least some players from Sydney, and NSW, actually play for and have played for the Swans. (Melbourne Storm’s count of locals: nil.) At least the Swans draw good crowds and the public’s affection even when they’re not winning.
http://www.crikey.com.au/2010/03/31/try ... rne-storm/