Take punt, Tigers
23 June 2004 Herald Sun
Mike Sheahan
IF I had to guess the name of Richmond's coach in 2005, it would be that of Rodney Eade.
Quite happily, too, as he is a coach of experience, imagination and renewed enthusiasm.
Yet, there is a persistent suggestion Kevin Sheedy shouldn't be dismissed from calculations, despite the widespread view he merely flirts with his first AFL love.
If I were running Richmond, I would test the water; up the ante. Now. The Tigers are so desperate they must take a risk, a calculated risk, and a $3m-plus tilt at Sheedy just might be a risk worth taking.
It would be a huge investment. Dangerous, too, given Richmond's financial history.
Yet, it would be close to a gilt-edged investment.
As zany as Sheedy can be, he has been a constant in league football for more than 800 games over almost 40 years. The constant in his career has been success: finals and flags. That's why Essendon wants to keep him. For two years, anyway.
He wants three, yet the two-year offer seems fair and reasonable.
While St Kilda's 2001 commitment to pay Malcolm Blight $1 million a year backfired, the economics stacked up.
The Saints say membership soared from 17,000 to 21,000 that year, which equated to $400,000, with a $500,000 lift in corporate income.
The club's chief executive Brian Waldron said yesterday: "If Kevin couldn't generate $1/2m in membership and $1/2m in corporates, I'd be extremely surprised."
Then there's merchandising sales, the promise of increased television, print and radio exposure, and obvious appeal to any sponsor undecided about ongoing commitment. Like the TAC.
"They (Blight and Sheedy) give people hope; hope there's a future," Waldron said. "Kevin would absolutely pay his way straight up."
Unlike Blight, Sheedy is a package: coach, ambassador, salesman; the face of the club.
Richmond president Clinton Casey couldn't be contacted yesterday, but the thought of landing Sheedy is said to appeal.
John Elliott lured Denis Pagan to Carlton. It was a costly exercise, yet it will be seen as part of Elliott's legacy to the Blues.
If Richmond ever is to win Sheedy's heart back, now is the time. If he extracts three years from Essendon, he won't become available again until the year he turns 60. Too late, even for someone with his insatiable appetite for football, his extraordinary enthusiasm and capacity for change.
Richmond would have to go to at least $1m a year to get him. Probably as high as $1.2m, with a guarantee of three years. If that sounds ludicrous, he would generate his first year's salary within three months. Announce Sheedy as coach and the club would quickly find $1.5m in new or lapsed memberships (6000-10,000), corporate sponsorship, and the return of so many disenchanted and lapsed coterie members. What happens from there is down to faith and expertise, and there's no query there.
The downside is Sheedy's loyalty and the practical considerations like infrastructure.
No club supports its coach better than Essendon does. From the president and chief executive down, and he often needs that support. Money, facilities, support staff and a loyal and large supporter base never are an issue at Windy Hill.
Blight was stunned by what he found at St Kilda. Fortunately for him, he had Peter Jonas and Ken Hinkley in tow.
Sheedy would want his own men, and, most probably, his own recruiting manager Adrian Dodoro. The costs mount. Yet, there are hints Sheedy and Essendon have become a little too familiar with each other, that both could do with a change.
Understandable, too, after 24 years.
Go on, Sheeds, do it. Take the risk. Imagine the satisfaction if it works.
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