BOTH Melbourne A-League clubs are keen to build on what might be regarded as disappointing A-League average crowds last season, hence the pair's drive to find new supporters at grassroots level and in regional Victoria.

Victory had averaged more than 20,000 in the previous four seasons, but its gates were hit by the arrival of the Heart and dipped to around 15,000.

Last season's A-League was marked by poor crowds, as this game between Gold Coast United and Wellington Phoenix shows. Credit:Getty Images

On the surface, the Heart's 8000-plus average looks healthy for a new franchise, but its aggregate and average was boosted considerably by being given two home games against its cross-town rivals. Still, proponents of expansion will say that improving the league and creating local derbies are aimed precisely at boosting gates at those games.

Victory is adopting a dual strategy to pull new fans. Its high-profile pursuit of Harry Kewell - which continues although it appears to have been overcome by inertia as Kewell's management looks for ways of boosting his off-field earnings potential in his homeland - is designed to appeal to what one-time AFL heavyweight Graeme Samuel called sporting ''theatregoers''.