![]() ![]() That movie forever tied baseball to corn. Then they will not only come, but they will stay.“Is this heaven?” That’s the iconic question posed to Ray Kinsella in the acclaimed 1989 film Field of Dreams starring Kevin Costner, Ray Liotta, and James Earl Jones. Do not build something and assume they will come, rather show them the plans, ask for input and build it together. Recognise that fans are not a natural result of success, but a vital part of creating it. Create a club culture that transcends the playing group and encompasses the community as well. Connect to the local community and grassroots sport to nurture and educate new fans of the game. If a new team is to emerge in 2024, there are plenty of lessons to be taken from the demise of the Magpies. With the tight hold the Vixens have on Melbourne and the 2026 Commonwealth Games being hosted in regional Victoria, now may be the right time for a team to find its home in the regions and build a dedicated fanbase through connection to the local community – much as the Lightning have done for the past seven seasons. Tasmania has long been discussed as a location for a new team, but continuing to have a second Victorian team may be preferred. Many have made their homes in Melbourne, worked to build a team culture, and to connect to fans through social media and at games. It is heartbreaking for the players who have done all they can. ![]() ![]() If the power of the Collingwood machine was not enough to carry the team when they entered the competition riding on a wave of hype, it is unlikely to now, when the team is languishing at the bottom of the ladder and struggling to bring enough fans through the door. It seems now that little can be done to resurrect the Magpies. It was the Field of Dreams model of success – if we build it, they will come. Instead they assembled a team of stars, did not bring in a coach of the calibre to support those stars, and assumed success would follow and with success would come fans. ![]() Without its own unique location or a connection to grassroots, the challenges were there, but with the might of the Collingwood Football Club behind them, few believed they would fail.Īnd yet, from an outsider’s perspective there appeared little effort from the start to bring football supporters across, to educate them about netball or to nurture a fanbase. With the news that the Collingwood Magpies are reviewing their netball program, it is clear that things did not go so well for the competition’s third expansion team. This provided access to local clubs and associations, with regular visits out to suburban netball competitions on weekends to drive fan engagement across codes. In Sydney, the Giants were able to take advantage of growing western Sydney support for their AFL team, while maintaining a connection to the grassroots through the partnership with Netball NSW. The local community developed a sense of pride and belonging and the success of the team – winning the first two premierships of the new competition – only solidified their burgeoning fanbase. The physical separation from the Storm provided the support and connection without unnecessary interference. From the outset, the Lightning enjoyed the benefit of being based in a location with no other professional sports team to call their own. ![]()
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