Melbourne, One Heart Too Many?

Melbourne Heart FC is a soccer team that will begin competing in the A-League during the upcoming 2010/11 season, and, until recently, lacked a concrete name and identity. Soccer has a strange place within Australian sporting culture. In spite of the relative success of our national team at the last World Cup, and the increase in popularity with the introduction of the A-League in 2004, the world game has always been the bridesmaid to the brides of the other (more successful) Australian football codes. Melbourne, in particular, is a hard place for new team to succeed — with 9 out of 16 AFL teams, and highly successfully rugby and soccer teams — any new sports franchise that enters into such a saturated market has to hit the ground running. With that in mind, the Melbourne Heart