Demons scan Sheedy brand
The Australian | Chip Le Grand | August 02, 2007
Sheedy made clear his interest in the Melbourne job yesterday, following confirmation from Demons chief executive Steve Harris that Sheedy was on the club's short list of candidates to replace Neale Daniher. In doing so, Sheedy backed his ability not only to win games but to sell the cash-poor club in the overcrowded Victorian market.
If Sheedy switches to Melbourne next season, it will be the most dramatic change of clubs by a coach since Tom Hafey left Richmond for Collingwood. It may also reveal the full strength of the Sheedy "brand".
Tim Riches, the Australian managing director of Future Brand, one of the world's leading brand strategists, believes Sheedy is the Richard Branson of football.
Riches argues that, like Branson and his Virgin group of companies, Sheedy personifies Essendon to the extent that his own brand may have become bigger than the club he has coached to four premierships since 1981.
The $1 million question for Melbourne - and analysis commissioned by The Australian suggests this is no throwaway figure - is the extent to which Sheedy's brand can transfer to the Demons and bring with it the kind of membership and sponsorship spoils that have made Essendon one of the most powerful clubs.
According to modelling done by a well-placed industry source, Sheedy going to his old club Richmond would bring an immediate financial benefit of $750,000 in new members and as much in new sponsorship, for a total cash injection of up to $1.5million in his first year.
As an aside, this is roughly the figure Richmond would require to pay out Terry Wallace for the next two years and pay Sheedy in his first year. So far, the Tigers insist they are not interested. Full article at:
http://www.theaustralian.news.com.au/story/0,25197,22173894-5012432,00.html
