Western United are starting to make major strides after six years of slow progress, securing the funding for their $2 billion project. They have finally secured a home stadium in West Melbourne, while Melbourne Victory are dominating AAMI Park.
Melbourne City, however, has been struggling to keep up and have fallen short of high attendance expectations. They have tried multiple strategies, but have been unable to grow their fan base to adequate levels for a city of over 5 million residents.
An essential strategy for Melbourne City’s success is to gradually move to Casey-Dandenong in southeast Melbourne, where there is a proposed multipurpose stadium. This would align the club with resourceful Southeast Melbourne suburbs and separate them geographically from other Melbourne clubs. They could either decrease the size of the stadium or collaborate with real estate developers to fund it.
City should also consider a rebrand, taking on a different name and badge to engage the local community and diversify their global brand. Other clubs have already figured out ways to innovate and grow their fan base, leaving Melbourne City behind. Without a new plan, they will continue to struggle.