I’m not talking a new third kit here either… I’m about to get creative.

Merch plays a very important role in sport club life, but not in the way you expect. Merch is not a high revenue generator, especially at lower levels. For example, if South were to sell 1,000 replica kits at $120, but margins on those are roughly 20% (according to google), it only leaves the club with $24,000. That figure covers only one or two weeks of player budget.

Instead of thinking of merch as a money maker, clubs need to realise that it is essentially – propaganda. No – not Soviet style sleeper agent stuff, but merch keeps the club alive outside of match day, in people’s homes and in their minds.

No small part of my own connection with South is attributable to a key chain I received 10 years ago. Back then I wasn’t a huge fan, but did seeing the logo every time I entered my house have something to do with me getting into South? Absolutely.

Merch, is a fun way for people to integrate the club into their lives, a conversation starter to spread the word, a walking billboard to be worn at the gym, and colour to add atmosphere on match day. So with this in mind, where are the wins? What’s the strategy? For me it can be summarised in two words. Accessibility and visibility.

First, accessibility. Merch needs to be cheap and easy to purchase. The store at game days is a great start but the club’s online shop needs a lot of work – in that it needs to exist beyond special items.

Secondly, visibility. This means colour, specifically blue clothing that makes Lakeside feel even more like home when you walk around on game day, and clever products that people can connect with every day. It’s simple but in my experience the winning products are stickers and key chains, but also products for kids. More can work, but they need creative minds and dedicated staff.