Whatever you do, don't mention the war.
When Greater Western Sydney were in their infancy, then AFL boss Andrew Demetriou and foundation coach Kevin Sheedy banned officials and players from referring to the sprawling suburbs of the west as a battleground with rival codes.
"I remember someone saying it would be my Vietnam," says Demetriou in a rare interview since he left the AFL two years ago. "Sheeds and I were on the same wavelength: there was no benefit in war discussion or going head-to-head. We were all of the view there would be enough population and diversity in one of the largest population bases in Australia for all the sports to co-exist. We saw benefit in collaborating with soccer and rugby league and union – and we also saw an opportunity."
Even though AFL clubs sanctioned the creation of the Giants, Demetriou received a savage backlash as millions were invested setting up a new franchise and luring Israel Folau from rugby league. Then the club was gifted favourable draft picks as it built its young squad.
"We took a generational view," Demetriou continues. "Talk to us about GWS in 30 years, when you will see the benefits, just like the Swans. I'm not surprised by their success. The only surprise is that it's ahead of schedule."
The "someone" Demetriou refers to is former Australian Rugby League chief executive Geoff Carr, who in 2009 said: "It is a huge risk for the AFL and a lot of people say it will be their Vietnam. If they want to fight out there that is their call."
Emerging from their formative years when their young players were bashed and bruised and the club's very existence ridiculed, the Giants have become the real deal in their fifth season: third on the AFL ladder after nine rounds, just ahead of the Swans on percentage.
There's simmering talk about an all-Sydney grand final. The Giants are receiving as many column inches and as much airtime as the Swans.
And Collingwood boss Eddie McGuire is howling like the wind about the club's exclusive access to junior players in the sporting factory of the Riverina.
The pressing issue is no longer about whether the Giants will claim a breakthrough premiership. It's about how many people will really care when they do?
Last Sunday, Fairfax Media stalked every inch of Spotless Stadium looking for the answer to this very question as the Giants took on the Western Bulldogs. An early Instagram post from the ground sparked a barrage of criticism from rugby league fans, questioning where your humble correspondent's loyalties rested. Rugby league roundsmen since then have been just as critical.
But don't mention the war.
Pretty as a picture: The Giants take on the Bulldogs at Spotless Stadium. Photo: Getty Images
Before the match, as the players warm up in front of us, coach Leon Cameron explains how 95 per cent of his squad come from outside of Sydney.
"That's been the greatest challenge," he says. "We had a lot of 18 and 19-year-olds who had to move away from home for the first time. We had to build a very strong, family culture. We had to develop them as footballers but also off the field as good people. Hopefully, building that culture makes the player want to stay here. We also feel like players now want to start coming here, like Heath Shaw, Shane Mumford and Steve Johnson."
Talk to others within the club and they tell you they have one distinct advantage: humility. In Melbourne, AFL players are feted like rockstars. In Western Sydney, they're just another bloke at the service station waiting in line to pay for their petrol.
"I don't look at that as an advantage," says Cameron. "We want our egos parked on the hook when we come in. We have that. We live by a set of values that support that."
That said, though, players from other clubs report that the Giants' young players had a reputation in the early years for being lippy with their opponents.
As the game starts, chairman Tony Shepherd explains in the chairman's lounge how he has just hosted a citizenship ceremony in the adjacent room for 21 people from a range of countries including Thailand, China, Nigeria and Iraq.
It lines up perfectly with the club's desire to be all things to all people. He promised all of them free tickets to the home game against Collingwood on July 9.
"But as new Australians there is one thing you need to remember," he told them. "You hate Collingwood."
Patton emerging: Jonathon Patton celebrates after beating the Bulldogs at Spotless Stadium. Photo: Ryan Pierse
Out on the balcony, chief executive Dave Matthews is riding every moment like he's in the coach's box. When the Giants' best player, Jeremy Cameron, kicks his second goal of the first term, the crowd roars.
"They're getting louder and louder with each game," Matthews says.
And this is where we get to the tricky part about how much of the market the Giants can actually capture.
Membership is up more than 15 per cent this year compared to last and the club says it's on track to exceed 15,000 members for the first time. Of those members, 39 per cent are families and 35 per cent are female.
In terms of television ratings, the Giants are averaging an uplift of more than 30 per cent compared to last year.
What the television coverage often shows is a bank of empty seats bathed in sunlight on the far side of the ground. Fans would prefer to sit on the shaded side of the oval but the "arc" of the TV coverage gives those at home the impression that nobody is there.
Even though crowds are building, many inside and outside the AFL would argue the crowd of 9612 who turned up on this afternoon highlights that the Giants do not resonate.
Demetriou has said all along that the AFL is playing the long game.
"It may well be they have a small supporter base for a while," he says. "They hold their own compared to rugby league crowds, who have been around for 100-plus years. They hold their own against the Western Wanderers …"
Well, that's not entirely correct.
Winners are grinners: The Giants sing the club song after the round nine match between Greater Western Sydney and the Western Bulldogs. Photo: Ryan Pierse
Last season, the Wanderers averaged 14,297 a game. This year, the Giants sit on 11,0740 – although that's expected to spike with matches against Collingwood, the Swans and Carlton.
"Given that AFL football doesn't roll off the tongue in Western Sydney, [the small crowds] do not surprise," Demetriou continues. "It was never anticipated it was going to be a large membership or supporter base in the early years. In fact, on some occasions when the crowd has been 8000 to 9000, it's been a pleasant surprise. But I don't imagine it will go anywhere but north."
At three-quarter time, the Giants hold a six-goal lead. Time to get amongst the punters.
There are kids everywhere, kicking mini Sherrins around the concourse. Adults line-up for hotdogs and beer. Others scoff down gozleme and falafel wraps. There's a fan wearing a Bulldogs jumper, which is interesting because his team is burying the Roosters next door at ANZ Stadium.
Down behind the goals in the Giants' cheer squad, with the sun now gone, we find Paula Strother, 63, and her son Steven, 32.
They moved to Sydney from Adelaide. Paula was once a Crows fan. Now, orange is her new black. Paula and Steven haven't missed a single Giants game in five years.
"Kevin Sheedy always said it takes five seasons to make a club," she says. "Now, we're in our fifth year … Every game for us is a milestone. There are a lot of people standing right here who had been NRL fans but they jumped across – or they are fans of both."
And there's the siren! The Giants win by 25 points.
Heading into the match, they were the best attacking team in the league (they're now second). This result, against the competition's best defensive team, showed they could win tough. They lost defenders Matt Buntine (concussion) and Tim Mohr (hamstring) in the first quarter and still ground out the victory.
Wild scenes: The Giants celebrate after beating the Bulldogs. Photo: Ryan Pierse
The next three matches will reveal more: away to Adelaide this Saturday night; then it's second-placed Geelong in Geelong; and then the derby against the Swans that will attract a full house at Spotless.
It is also the Giants' 100th match. And they said they'd never make it …
"Our players want to be here and build something that will be here for a long, long time," says Cameron.
As for the condemnation of others who believe he and his players are wasting their time, the coach says this: "It drives our players to say: 'You're wrong, come and have a look at us'. It's not to say: 'You're wrong, up your arse'. We're good human beings trying to make a mark in this competition in the right way."
There is certainly a feeling down south that a premiership so soon would be a stain, not a mark; that a manufactured club with a small supporter base snatching the holy grail would annoy more fans than it would please.
The counter-argument is that a flag ahead of schedule would send interest in GWS skywards.
"Everyone should take a deep breath and wait," says Demetriou. "They haven't won a finals match yet. They haven't started a dynasty. They haven't won three flags in a row.
"Hopefully we can all revel in the beauty of a success down the track, whether it's this year, the next or the season after."
