When David Koch speaks, Port Adelaide people listen. Not always because they agree, but because his words reveal the direction of the club. His recent claim that Port Adelaide will never use the word rebuild sounds strong on the surface. It speaks to stability and competitiveness. But it also highlights the mindset that has kept the Port Adelaide Football Club stuck in a cycle that delivers neither failure nor success.
Koch’s focus on stability has defined the past decade. No bottoming out. No reset. Just a commitment to staying competitive. The result is a record that avoids embarrassment but also avoids greatness. No wooden spoons, but also no Grand Finals. A finals appearance rate just over 50 per cent a finals win rate of less than that. It is the definition of middle of the road.
In the modern Australian Football League, that is the worst place to sit. The system is built to reward teams that struggle with high draft picks, while genuine contenders are already at the top. Teams in the middle get neither. They do not win, and they do not gain access to the elite young talent needed to improve. They simply drift.
Port has tried to bridge that gap by trading in recycled players rather than committing to a proper rebuild. That approach has come at a cost. Draft picks have been spent chasing short term fixes instead of long term stars. The trade for Ivan Soldo is one example. It is fair to note he has been injured this year and has not had the chance to show his value, but the broader issue is the pattern. The club has consistently paid overs for players other clubs were prepared to move on, and in doing so has reduced its ability to bring in elite youth.
At the same time, Port has not maximised value when letting players go. The recent loss of Dan Houston for unders is a fresh example, but it sits alongside a growing list of players who have exited for less than their true worth. That combination of overpaying on the way in and underselling on the way out has steadily eroded the club’s list profile and draft hand.
Despite this, the message from the top remains that finals are a pass mark. That is where the disconnect lies. Supporters are not interested in simply making finals, especially when more than half the competition qualifies. They want finals wins. They want premiership contention. It has been 22 years since a flag and 19 since a Grand Final appearance. For a club of Port Adelaide’s history, that is not acceptable.
Many supporters would accept a genuine rebuild if it meant a clear path back to success. Dropping down the ladder, securing high end talent, and building towards something real is far more appealing than continuing to sit in the middle. At least a rebuild offers hope with substance.
Koch’s refusal to even use the word suggests a leadership group out of touch with that sentiment. It speaks to protecting the idea of stability rather than confronting reality.
It is also another reminder of why member control matters. When leadership and supporters are no longer aligned, accountability becomes critical.
Port Adelaide was built on the pursuit of excellence. Right now, it is stuck in the middle of the road, and unless the approach changes, that road leads nowhere.
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