THE week before the first game of a new Super Rugby season is always a good one.

Coaches and players are full of optimism. Fans are full of expectation. A long pre-season is almost over and no-one’s missed a tackle or dropped a ball — yet.

In between trying to decipher (thanks for your help Stephen Hawking) how the new 18-team competition works, lovers of Super Rugby have been discussing the prospects of Australian sides.

The Brumbies seem to be the favourites to top the conference, and with an exodus of stars in 2017 now is their time.

Can the Waratahs adapt to the post-Cheika era and the loss of some veteran superstars? What improvement will there be at the Reds after a 13th placed finish last year? Will the Western Force deliver on their promise of a new expansive attacking style?

And then there are the Melbourne Rebels. Throughout their short history there’s never been anything like the buzz and expectation associated with the side than this year.

Is it justified? Will Tony McGahan’s men deliver on their potential? Only time will answer those questions but it is undeniable there’s something special brewing in Australia’s sporting capital.

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The Rebels had their best finish in the Super Rugby competition in 2015, including a historic victory over the Chiefs in Melbourne. Source: Getty Images

At a landmark event at Docklands on Friday a sellout crowd of 700 — yes 700 — gathered to help launch the Rebels season.

As Rod Kafer said, “It’s incredible to think from such humble beginnings that the Rebels could sell out the season launch with 700 in a venue right in the heart of the great sporting city of Melbourne. 700 supporting rugby and looking forward to the new age of the Rebels and their success.”

Scrumhalf Nic Stirzaker is the Melbourne Rebels 2016 captain taking over Scott Higginbotham. Source: News Corp Australia

Let’s be realistic. For some, the Moet was the attraction. It is possible others turned up purely to hear Mssrs Kearns, Gregan and Kafer spin a yarn — possible but unlikely, even given Rodney’s explanation of the difference between fat and cholesterol.

It is, however, more likely the Melbourne Rebels are finally gaining traction in Australia’s toughest sporting market.

Success on the park is of course crucial to any sporting organisation but it won’t come and will never be capitalised upon without getting the off-field right. And the Rebels are doing that.

The club’s new owners get it.

The Imperium Group bought the Rebels in June last year. Managing Director Andrew Cox, a Kiwi who’s lived in Melbourne for 20 years, has taken a hands-on approach.

Without stating the obvious, rugby’s never going to be the biggest game in town but it can be more than just another game.

The challenge is to make the Rebels and the game-day experience cool. It’s about entertainment and a quality experience. Cox is determined to provide both — on and off the field.

And for the record, I asked Phil Kearns for his thoughts on Friday’s event. In a succinct reply, he said it was “really good”.

Oh, and he’s tipped them to finish 6th.

Thanks Philip.