Backlash from Demons supporters got Cameron Schwab sacked, says Andrew Demetriou

UPDATE: THE AFL has denied any involvement in Cameron Schwab's removal, saying it was a Melbourne decision in response to supporter backlash.

THE AFL has denied any involvement in Cameron Schwab's removal, saying last night it was a Melbourne decision in response to supporter backlash.

League chief executive Andrew Demetriou echoed Melbourne president Don McLardy's assertion that this "was a club decision".

But Demetriou conceded Schwab's resignation could be the tip of the iceberg during Melbourne's rebuild.

"I think the football club would realise that... I think they know if they get someone in there now, then that person has to do a review on behalf of the board and tell the board what needs to be done," Demetriou told 3AW.

"They have to now commence a rebuilding of this club to restore the faith and trust of their supporters."

Demetriou said the league was a "phone call away" if Melbourne, or any club, needed any help.

The league cannot step in off its own accord unless a club was trading insolvent.

Schwab was effectively axed as Demons chief executive yesterday, despite assertions from McLardy in yesterday's Herald Sun that it would be wrong to link Schwab to the club's shocking start to the season.

Demetriou said last night the league was satisfied with the Dees' off-field progress, but was alarmed by two defeats by a total of 227 points.

"There was enough pressure being borne by supporters and others, the board has decided to act," Demetriou said. "I think that's what happened."

"The groundswell of what happened at the weekend, it was almost tsunami-like," Demetriou said.

"It's been horrible since the weekend.

"I think supporters of Melbourne expect their board to act decisively and to acknowledge they need to make change, and that's what they have done."

Schwab, who was contracted on August 27 last year for a further three years, had a standard three-month termination clause.

The Demons yesterday stated Schwab's reputation with supporters was the main reason he was removed.

"The unity of our club is absolutely vital and at the moment we have a divided supporter base. Cameron, for whatever reasons, fair or unfair, polarises that," McLardy said.

On Sunday, McLardy declared full support for Schwab.

"What we saw on the ground on the weekend, you can't link it directly to our CEO and say if we sacked him it would solve our problems," the Herald Sun reported McLardy saying.

Support for Schwab evaporated yesterday morning and by mid-afternoon he'd been asked to step aside.

A board meeting will be held in the next 24 hours, with discussion to centre on the search for a new chief executive.

Demetriou would not entertain questions about the possible granting of a discretionary draft pick or picks to the Demons.

"We haven't even thought about it," Demetriou said.

The AFL Commission in February last year dropped the priority pick system that gave extra draft picks to teams that met set criteria.

The league's new guidelines give the AFL Commission discretion to award extra draft picks based on performance.

AFL executives would make a recommendation to the commission based on premiership points, percentage, finals appearances and injury rates. Greater weighting is afforded to recent seasons.

The precise formula is kept secret.