This is actually correct. From 2008, in an official sense, we will not be the Melbourne Demons. We will be MELBOURNEfc.

Thats not to say we are not the Demons. Its just our branding will not have Demons attached.

Junior merchandising will still use 'Ronald Deeman' etc - and we are still the 'Dees', but the Demon head logo is gone.

That is hugely disappointing.

Im sure the Bombers wouldnt give up their emblem so easily.

I cant believe it isnt a marketing ploy to dis-associate MFC from the Demons.

There will be a huge backlash I reckon if this soft idea is going ahead.

Very worried about this.

Maybe the Admen running the club would like to call us the Yarras.

For those not old enough... When I was a kid in the sixties to be called a Yarra meant you were a soft dikhead.

-what a bold move by the club!! for those who dont realise, we NEED something to be done to strengthen our memberships and crowds to matches. i dont know about you, but i hate going to see bloody 16,000 fans at our matches and having empty seats all around me, it feels like sh**!

-if this move improved merchandise and got an extra 100 ppl to each game and more members, it would be a start. we are still the dees, but we are MELBOURNEfc, the football club of melbourne, the oldest and proudest football club. let's cherish our history and move on, we are still the "demons" but just not in an official sense. im sure their will still be demons on flags and the mascot will still be a demon etc etc

-IT also finally means we might change our alternative strip, hopefully to the 80's one or with the MFC logo in the middle.

-Well done board!!

Maybe the Admen running the club would like to call us the Yarras.

For those not old enough... When I was a kid in the sixties to be called a Yarra meant you were a soft dikhead.

What rubbish.

The club has finally come to the realisation that Melbourne (the name) is the best thing we have got going. We will not attract any new members with some marketing ploy surrounding "Demons." We will always be the demons, but we need to establish ourselves as Melbourne.

And, as I said before, there will always be a Melbourne in the AFL (Melbourne-Collingwood Magpies anyone?). Who gives a sh!t if the merchandise doesn't show a demon, or hellfire etc.

Honestly, some people need to think clearly before they post.

They can rebrand us MELBOURNEfc for the sake of memberships and crowds, but we will ALWAYS be the Demons.

Simple as that.