In what is believed to be one of the first rebranding initiatives in Australian sport, the Melbourne Demons are uniquely celebrating the AFL’s Sir Doug Nicholls Round.
Reigning AFL premiers the Melbourne Demons have created history by temporarily rebranding the club and changing their name to Narrm, the word for Melbourne in the local Woi Wurrung language, for AFL Indigenous Round games.
The Demons are hoping that the name change will prompt a wider discussion about Indigenous issues.
Reaction to the name change has been overwhelmingly positive with the club to continue being known as Narrm for Indigenous rounds in the AFL and AFLW beyond this year.
All-Australian defender and Gunbalanya and Larrakia man Steven May said the initiative by the Dees is ‘really special’ and will ‘start conversations’.
“It’s something I never really thought was going to happen,” the premiership winning defender said when asked what it meant for the club to be rebranded as Narrm.
“There will be little kids here watching us play, asking their parents what the name means and that will start conversations.
“The flow-on effect from that is huge and the only way we can get better is through education, teaching and raising awareness so I think this is another step along the way to fast-track that.”
Indigenous artist Ky-ya Nicholson Ward was inspired by Indigenous Dreamtime stories when she designed the Narrm guernsey.
The design features Mindi, a devil snake in Wurundjeri culture, as a nod to Melbourne’s nickname of ‘The Demons’.
In a nice touch that celebrates the club’s Indigenous players, the back of the guernsey features the name of every Indigenous player that has represented the Demons at either AFL or AFLW level.
Narrm will first feature in round 10 at Marvel Stadium when the Demons are away to North Melbourne, before hosting Fremantle at the MCG the following week.
