The A-League's newest franchise currently operating as Melbourne Heart will be known as Sporting Melbourne. The second Melbourne team was granted the11th A-League licence and have been working under the title of Heart but when they take the pitch in season 2010/11, fans will know them as Sporting Melbourne.

An inside source has revealed the club's name and has also indicated that the club will go with a black and white colour combination or red and white hoops like Hamilton Academicals in the Scottish Premier League after conducting widespread research throughout Victoria.