THE SMELL OF SUCCESS

In this world of constant football expansionism, it's easy to be sceptical about the chances of success of new teams.

However, just a few months after their launch and more than 12 months before they play their first game in rugby's Super 15s, the Melbourne Rebels have that whiff of success about them.

Their ownership structure looks sound and, indeed, worrying for the established big players on the Melbourne sports scape. Harold Mitchell has taken his business acumen from the advertising world into rugby union and, like a good spruiker, he's making all the right noises.

The franchise has the backing of the Victorian State government and the team will play out of a brand new, state of the art, purpose-built stadium.

And now, a major coup for the fledgling outfit with the signing of Brian Waldon as chief executive officer. That's the Brian Waldron who has overseen the stunning success of the Melbourne Storm over the past five years, a period of four successive grand finals and two premierships. And the same Brian Waldron who cut his teeth in sports administration with AFL clubs St Kilda and Richmond.

Waldron, a man who speaks his mind, has occasionally found himself offside with rugby league administrators but, over the period of his stewardship, has asserted himself as a respected leader of the code.

This is a masterstroke appointment by Mitchell. Waldron is a Melbourne man and his experience with a foreign code club in an AFL city will prove invaluable for the Rebels. Not to mention the benefits of his corporate associations and networks in establishment Melbourne.

And that's another thing. The Victorian capital, for all its infatuation with AFL, is an establishment city, where the old school tie plays a prominent part in all aspects of society. In that sense rugby union, with its traditional college roots spreading into Australian business circles, represents a far better fit for Melbourne than does rugby league, the game proud of its working class, blue collar background.

In fact, Mitchell excitedly points out that Scotch College in Melbourne has produced no less than four Wallabies - Ewen McKenzie, Richard Harry, Andrew Heath and David Fitter.

So, in a few short months, Melbourne's Super 15 team has a name, a new stadium, a wealthy and astute owner and the best-credentialled CEO they could ever hope for.

Lurking in the background are former Wallaby coaches Rod Macqueen and John Connolly, both of whom are expected to accept key roles within the organisation. And, naturally, the Rebels are talking of recruiting big names to bolster their playing stocks in their formative years.

Like all new teams, the Melbourne Rebels will experience the hard yards early on, but one gets the feeling this franchise will be around for a long time, and success will never be far away.

Brian Waldron will remain with the Melbourne Storm for another month and he is a loyal man to the rugby league club. But he is a man who will perform his new role at his best, and that may well be to the long-term detriment to the Storm.

AFL clubs may not be too concerned about the birth of the Rebels, but rugby league should be.