AS THE league probes new opportunities in South Africa, Melbourne football manager Chris Connolly says Australian football’s weak international profile may be its strength at home.

Connolly addressed Canberra's AFL community at Manuka Oval this morning as part of Melbourne's community camp in the capital.

“Basketball, the best in the world is the NBA in the US,” Connolly said. “Soccer, you've got to go to Europe. But you want to see the best AFL? Go sit in a seat,” he said, pointing to the oval.

“The fact that we don't have international competition has been said is a weakness but it's also our great strength - the fact that the best in the world is right here.”

The Demons celebrate their 150th anniversary this year, and Connolly said it was important for the club to continue expanding its supporter base.

“Our community focus is important, as is having a measured and focused plan for the brand,” he said.

“And it's important to invest in that brand. I want to play an aggressive role in building that brand. That's why coming to Canberra is important to us.”

“We've got history … we're one of the oldest clubs around and we have the name Melbourne.

“The MCG is our home ground, other clubs are tenants. We have a spiritual connection with the ground and the city of Melbourne, which has taken off in the last few years, just like the AFL. It's been able to sell itself as one of the great cities of the world.”

The Demons are currently hosting two Chinese players - Zhao Wei and Zhao Yong Gen - and are working to forge further links with the country.

The club's link with China was “innovative”, said Connolly. 

“When preparation meets opportunity, that is when success comes,” he said.