After a disappointing finish to the 2023 season, Simon Goodwin gave an impassioned speech at Melbourne’s best and fairest, urging players to enjoy a strong off-season and go again.
The Demons went out in straight sets for the second consecutive year with losses to the Magpies and Carlton, becoming the first team in the AFL era to do so.
On Friday night as Christian Petracca took out the ‘Bluey’ Truscott Memorial Trophy, Goodwin spoke to his side’s culture.
“One thing that has enabled us to keep showing up is our culture; a culture that has been built over a period of time and is the piece that we will be uncompromising in maintaining and building further to achieve the ultimate success,” Goodwin said.
“Everyone needs to be heading in the same direction, and as we head into the off-season, I’ve never been more confident that we can achieve this as a club.
“It’s up to everyone to keep driving standards and I urge every player here tonight to enjoy the break.”
But is it spin? Kane Cornes isn’t convinced Goodwin can praise the Demons culture with a straight face given a number of incidents since the 2021 premiership.
Melbourne's big week with Clayton Oliver and the trade reports is just the latest example, Cornes believes.
“It is a stretch for the club to get up there and tell us they have a strong culture,” Cornes began on SEN Mornings.
“Melbourne players, supporters and the media should see straight through that, Melbourne is a good team but they do not have a strong culture.
“Now the message from Goodwin to Clayton Oliver was pointed (in calling for strong off-season standards during his speech) but Goodwin himself needs to reflect on his own behaviour over the last three seasons, which has been concerning and well documented and it is on the public record.
“Has he lived to the same standards he asked of his marquee player? There was Steven May and his embarrassing incident with Jake Melksham which cost him a one-game suspension… the words that went in the direction of Melksham of May were pretty much embarrassing.
“There’s been constant speculation about off-field lifestyles with some of their players since the 2021 premiership which culminated in the Oliver drama that escalated last week. It’s a major story for the club’s best player who is now living with Max Gawn, and there is a long seven years left on that contract.
“There’s the bizarre pitch and recruitment of Brodie Grundy, who they somehow thought they would turn into Wayne Carey. They went out of their way all year to tell us that he was at a club that now values him, but a few months later he’s gone, shipped off to Sydney.
“On the field, their shocking discipline cost them a spot in this year’s prelim final after several players imploded in that Semi Final against Carlton.
“Since the 2021 premiership, Melbourne has had anything but a strong culture. Goodwin’s words on Friday were just that. Words. And everyone, including Oliver, and the rest of the players, may have been scratching their head just what direction this club is going.”
Melbourne’s season ultimately ended with an issue that had plagued the club throughout 2023: inefficiency ahead of the footy.
Steven May, also speaking at the best and fairest, drew plenty of attention to his footy club in declaring the Demons was a better side than eventual premiers Collingwood.
“I don’t want to talk about them constantly. But you know, we lose to Collingwood, and they go on to win the flag, and it f---ing hurts. Because we’re a better team than them, we should have smoked them,” May said.
“And to sit there on Grand Final day and watch them hoist the cup, and get the medals, I’m sitting there going - jeez, our team’s so much better than these guys. We should’ve been out there, but we weren’t.”
2023 marked the third consecutive year Melbourne has finished in the top four.