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On a day where the club was promoting unity through its U-NITE clash with Sydney FC, which is meant to celebrate cultural diversity, Lord did everything except build a wall down the middle of Warrigal Road when suggesting the new club should take the game to the people of the suburban sprawl of the outer south east.

"One of the things that I would have changed is that the so called Melbourne Heart-less, it should have been located out at Cranbourne or out in the outer suburbs where there is a need to take the game to the people as opposed top the people coming to the game," he said.

"I think that was something that was highly desirable in the Melbourne plan. Sydney are doing it by taking the second team to west Sydney.

"I think the government can still play a role in trying to build a support base for the new club in the outer south-east suburbs where there is a paucity of entertainment and top-level sport.

"I think that would be a far more rational approach then the approach that has been taken to date."

Lord's suggestion flew somewhat in the face of the theme of the lunch, which was all about inclusivity. It also put the acid on acting Premier Rob Hulls who was asked about the likelihood of the government getting behind a push to move Melbourne Heart into the south east.

"All I'd say generally is that I agree with Geoff in relation to taking sport to the people," said Hulls."It doesn't matter what sports it is. Sports also have to innovate to survive and thrive.

"It means taking the game to the people, rather than expecting the game whatever it is, is so great, that people are just going to flock to it."

Hulls' response yielded little light on the government's stance, except to indicate that the issue of the movement of the Melbourne Heart into Melbourne Victory's market is on the government's mind.

Despite the fact that the new franchise is in the process of setting up a team for next year's A-League season and have appointed key positions such as a CEO and director of football, Lord re-stated his view the FFA's decision to award a second franchise in Melbourne has been too hasty.

"My view was that it was premature to do it," said Lord. "The game's not well-enough established.

"But facts are fact and life is life and they're here and we'll compete and we'll continue on our program of building a community-based team. But it splits the market."

Lord's comments further inflame the rivalry between what is largely considered the most successful club in the league and one which is barely off the ground.

FFA decided earlier this week that it would grant the 12th A-League licence, to join the competition in 2011, to Western Sydney. thus providing a geographical differential from Sydney FC.

Lord conceded the new club has every right to play at the new rectangular stadium, which is set to be completed in April next year, but that the interests of the game, not just his own interests, would be better served if its training and office facilities were based some 50km from the city centre.

To see today's U-NITE launch...