NARRM Football Club will proudly return in 2025, with Melbourne to rebrand for the duration of Sir Doug Nicholls Round and AFLW Indigenous Round.

The initiative, which was first introduced in 2022, aims to further educate on Aboriginal and Torres Strait Islander culture and history, while highlighting the importance of traditional language.

Narrm is the traditional name for Melbourne, coming from Woi Wurrung – the language spoken by the traditional owners of the city and its surrounds. This region in inclusive of the MCG, where the Demons call home.

The club worked closely with the Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corporation to first bring Narrm Football Club to life four years ago, gaining permission for Narrm’s ongoing use.

It has since continued to consult the corporation to gain further perspectives, understanding and advice.

The club’s Indigenous Project Officer Matthew Whelan, who was pivotal in making Narrm Football Club a reality, shared his sense of pride in honouring culture and Country.

“To work for Narrm Football Club means a lot to me personally,” Whelan said.

“This initiative was a pipe dream not too long ago, and it’s really special to see the impact it has had, and continues to have.

“This year is another opportunity for us to reflect and educate on the world’s oldest living cultures. Hopefully we can keep having conversations, sharing stories and learning from each other.”

AFL defender Jake Lever spoke of the initiative’s significance, within both the football club and wider community.

“The way our club continues to acknowledge, celebrate and educate on Aboriginal and Torres Strait Islander culture makes me really proud,” Lever said.

“I see the first-hand impact taking on our traditional name has, particularly on my Indigenous teammates.

“It’s a special couple of weeks, full of opportunity to listen, learn and have important conversations – both at the club and at home. I look forward to continuing to build on the great work the club has done this year.”

In 2025, Narrm is again one of six clubs to take on a traditional name, alongside Walyalup (Fremantle), Yartapuulti (Port Adelaide), Kuwarna (Adelaide), Waalitj Marawar (West Coast) and Euro-Yroke (St Kilda).

Narrm will first feature during AFL Round 10, when the club travels to the Gabba on Yuggera Country to face Brisbane.

The Demons will then return to the MCG to host Sydney in Round 11.

Throughout the two weeks of Sir Doug Nicholls Round, Narrm will don its 2025 Indigenous guernsey, designed by Ngarrindjeri artist, comedian, sculptor and father of Kysaiah Pickett, Kevin Kropinyeri.

Ngarrindjeri tradition is at the heart of Kevin’s design, with the centre of the artwork displaying a shield. 

The shield represents warriors – all past, present and future players make up the warriors of the Narrm Football Club – and symbolises divine protection, faith and resilience.  

Upon the chevron and the back of the jumper is an intricate weaving artwork which has been inspired by the important tradition of the Ngarrindjeri People. 

The process of weaving is a way to share knowledge and bring people together and has been passed down from ancestors, still continuing to connect people to this day.

The final key component of the design is the addition of Ngarrindjeri words underneath the chevron, reading:

“NAM Mi:WI WINNAMUN KATJIL PROLIN AMBI NGAMAR THAMELIN AMBI” meaning “ALL HEARTS BEAT TRUE FOR THE RED AND THE BLUE.”

While the Ngarrindjeri People don't have a word for ‘every’, they do have a word for ‘all’, with Kevin capturing the core of the Narrm Football Club while honouring his Peoples’ language. 

The back of the guernsey features the names of all of the club’s Indigenous players, both past and present, acknowledging the important impact they’ve had on the club and its people.

The club will again take on the name of Narrm during Indigenous Round of the 2025 AFLW season, set to commence later this year, in addition to wearing the 2025 Indigenous guernsey.

A Narrm Football Club logo will take pride of place across all digital touch points for the duration of the dedicated rounds, including website, social media and broadcast.