The single most limiting factor in South Melbourne growing it fan base is the use of the “Hellas” branding. It needs to move beyond that if it has any hope of engaging a broader fan base and to contribute to the growth of football in Australia. If it does not intend to do that, then it should not be considered for promotion to our elite league.broad based clubs are essential. A club that represents all of southern Melbourne would be great, but it will not resonate with the broader community if it continues to brand itself as “Hellas”. By the way, I have the utmost respect for South Melbourne FC and would love to see it in the A-League. But not branded such that its appeal is restricted, whether by perception or reality, to a narrow portion of the community.