CHRIS THOMSON
OPINION: Perth Football Club has sold the naming rights of Lathlain Park to dairy company Brownes without approval from the ground’s owner.
The Town of Victoria Park owns Lathlain Park, The Demons’ home ground since 1959.
News of the club’s naming rights deal was published on the West Australian Football League website on February 25 – just one day after The Demons lodged an application for the council to approve the rebrand.
When the town’s councillors next meet on Tuesday, I urge them to refuse The Demons’ application.
The footy club has treated the town council – and by extension the local community – as a rubber stamp.
SELLOUT
It can now be revealed that The Demons sold the naming rights to Brownes for $75,000 a year.
The town has asked the club to conduct a Strength, Weaknesses, Opportunities and Threats (SWOT) analysis of the planned rebrand.
In response, The Demons have lodged nine strengths and opportunities.
By contrast, the following ‘analysis’ of weaknesses and threats was provided:
1. No identified weaknesses and threats at this point.
Come on, Demons!
Your application must be ruled out of bounds simply for playing the local community for fools.
A basic review of your plans throws up one fundamental weakness – you are selling the soul of a ground that you don’t even own.
Lathlain Park is owned by the community and used by other sports – none of which will receive a brass razoo from your rebrand.
In a separate submission to the council, you acknowledge the ground’s ‘iconic’ status.
This means Lathlain Park is a landmark.
As with all of society’s institutions, the names of landmarks should not be changed lightly.
HANDOUTS
Demons, you recently asked the town to cover the cost of maintaining your playing surface.
You also received a $25,000 increase in your annual handout from the town.
So the town has every right to cast a critical eye over your plans, and dismiss them at least until a proper SWOT is conducted.
Seen in isolation, your rebrand is not such a big deal, Demons.
Lathlain Park is hardly a household name, and you already sold out in 2003 by hocking the ground’s moniker to broadband company Eftel.
Bassendean Oval, Leederville Oval and the hallowed home of football at Subiaco have also been slapped with corporate rebrands in recent years.
But there lies the rub.
Corporate branding of Perth’s public parks is spreading like cancer.
Football grounds are among Perth’s most recognisable landmarks. The historic ones in particular add character, legibility and authenticity to our city.
Renaming them every few years, such as at Perth Oval, AKA Members Equity Stadium, AKA ME Bank Stadium, AKA nib Stadium screws with people’s heads.
Recently the City of Subiaco rightfully opposed the WAFL’s rebrand of WA’s most famous stadium and asked WA’s Heritage Council to comment on the Patersons Stadium rebrand debacle.
In a limp response, the Heritage Council gave the go-ahead as long as the words ‘Subiaco Oval’ remained on one historic set of ground gates.
As at Perth and Bassendean ovals before it, lettering on a solitary set of gates will be the only reminder of the parks’ original name.
COP-OUT
This is a cop-out by the Heritage Council which is supposed to protect WA’s landmarks.
Stripping the original names from stadiums rips out their heart.
Bit by bit it hits at our heritage, messing with our language. The Nyoongar people know from bitter experience this is the most insidious form of cultural tampering.
Stadiums across the nation are becoming corporatised.
Many footy fans have given up trying to figure out whose home grounds the names Suncorp, Skilled and Etihad represent.
Even if it means footy clubs lose much-needed corporate sponsorships, WA should not just go with the flow on this one.
The very identity of our cities is at stake. What next, the BHP Bell Tower, Swan Lager River, Burger King’s Park?
Footy clubs have long demanded poker machines be introduced to top up their coffers, and the state government has steadfastly refused.
Through the Heritage Council, the government must take an equally principled stand and step in to stop the spiritual destruction of our sporting landmarks.
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