...because nothing will save the Fremantle administration. A proud club, rich in character, unique in a sea of VFL banality and 1980's nostalgia, one of the most recognisable icons on the Australian sporting landscape. That was the old Fremantle. That Fremantle has been killed off today by an executive who have decided to throw out everything that identified the Fremantle Football Club, hitch their wagon to a marketing company and hope like hell that Matthew Pavlich can lead the team to on field success next year to distract the members from this gross breach of the members trust. A purple, stripy jumper and a logo designed with a free font and a Clip Art anchor will replace the jumper that Fremantle fans have rallied around since it was first unveiled back in 1994.

Gone are the green and red, ethnically cleansed by the club who feel they'll be able to make a larger profit from women's polo shirts and novelty hand clappers if they don't have to fork out for four colour printing (and it might also keep the Eye-ties away). Gone is the Docker, he no longer holds pride of place on the Fremantle emblem - as the club cast off the shackles of the common working man to embrace an insignia more appropriate for the New York Yacht Club than the people's club. Gone is the anchor from the front of the jumper. The single most iconic jumper in the AFL replaced with some triangles signifying bugger all but banality and lack of imagination.

The irony of the entire debacle is that it comes bundled with the news that Fremantle have come to an agreement with pants manufacturer, Levi, to be able to use the term Fremantle Dockers on their clothing. You'll see the name but you won't see the Docker. He's been sacked without pay. His mighty anchor replaced by a thin, pathetic excuse for an anchor you might use to tie up you yacht on the Swan River when knocking back a few Chardonnays while the man servant serves you your Canapés.

The decision will not go to the members for constructive debate, fully informed opinions or even passionate argument. It's been made, the money has been spent, the marketing have cashed the cheque they're moving onto their next gig, convincing someone that replacing their logo with a tick, a star or a crescent moon will be fresh and exciting.

The club have been trying to hide their decision behind a contrived and online members survey which was conducted last year, as well as talking to a few people in the crowd at games - by a company they hired with the brief of finding a way to rebrand the club. The cards were marked in advance, the Docker man was dead before he even had time to check his shoulder for seagull poo.

It's a disgrace and it should not stand.