Iemma rose eyebrows in May when he took on the Wolves directly, saying “the criteria and the actual numbers that are required would suggest (the Wolves are) possibly not the best way to achieve A-League status.”

The club then attacked Sydney FC and claims about Southern's potential “cannibalisation” of the Sky Blues’ supporter base, with CEO Craig Garner calling it “ridiculous, if not embarrassing.”

“When Wanderers were created, Sydney also fought against it, so the football community knows they have form," he countered. 

But Iemma isn’t dissuaded by the bid’s lack of state-wide support, insisting Southern can stand on its own two-feet, providing the best of both worlds by encapsulating the antiquity of NSW football while delivering the modern comforts of globalisation.

“Southern Expansion tap into the traditions and history,” Iemma said.

“Let’s remember the South Coast gave birth to the very first football club in Australia and was home to John Warren. Ours is not without its traditions.

“The company standing behind our bid own a Chinese Super League club. It’s a marriage of excellence, that takes social media, IT and the latest methods in football to that part of NSW.

“Southern will be based on the best in Europe; the Bundesliga and La Liga. Craig (Foster) has been on a fact finding mission to these countries to learn about the artistry of football.

“We have a view of what the modern, 21st century football club should be.”

In addition to its investors’ shared backing of CSL strugglers Guizhou Hengfeng – home to the likes of Nikica Jelavic and Mario Suarez – Southern’s 21st century ideology expands from “smart wearable merchandise and gate technology” that can save ticket details and fan profiles, to reserving two places on the club’s “five or seven seat” administrative board for club members.

While it’s not the Bundesliga’s majority fan-owned ideal, it’s a unique move that’s yet to be cemented by other expansion candidates. However Iemma believes the “heart” of the bid lies in its ability to offer a free academy to Australian kids.

“This is fundamental,” Iemma said.

“The cost of pathways, mentoring and further coaching is a real issue when it comes to football. I have four kids who played football at various times and there were occasions they were offered to go into value-added training.

“The sums of money that were being discussed were ridiculous – several thousand dollars.

“Any bid we put forward was going to have a structure that removed barriers for young kids to get value-added coaching and enter pathways. We’re very strong about maintaining that policy, we don’t want to see those financial obstacles.

“It’s a very important part of our bid philosophically.”

But while Southern’s showing a willingness to leverage its backers in a positive way for Australian football, their financial war-chest still struggles to disguise the elephant in the room.