Season summary
- 4 February – Chief Executive Officer Ron Gauci announces that Crown Melbourne will be the club's new major sponsor.[2][3][4] With the club's management also able to secure long-term commitments from a number of other sponsors.[5]
- 13 February – Club owners News Limited announce that they will officially exit the game on 30 April 2011, as part of the competition's move to an independent commission to control rugby league in Australia. News vows to continue to support the Melbourne Storm via the $8m grant provided to the club.[6]
- 18 February – Four prominent player managers are named in investigation reports into the club's 2010 salary cap breaches, as the fallout continued.[7]
- Pre-season – In a trial match against Queensland Cup teams Easts Tigers and Ipswich Jets, Melbourne open their 2011 season with a win and a loss. Melbourne faced Ipswich in two 20-minute halves, winning 34–0, then faced another two 20-minute halves against affiliate team Easts, losing 10–0.[8][9]
- Round 1 – Melbourne earn their first competition points, defeating bitter rivals the Manly-Warringah Sea Eagles 18–6 at AAMI Park, with Jaiman Lowe and Troy Thompson making their club debuts. Winger Chase Stanley was injured in the match, suffering a knee injury that would keep him out for the season.[10]
- 16 March – The NRL call in police to investigate a betting plunge that reportedly earned punters $200,000 by using inside information before Melbourne's salary cap breach news broke in April 2010.[11][7]
- Round 2 – Billy Slater equals Matt Geyer's club record of 113 tries in a 40–12 win over the Gold Coast Titans. Slater scored two tries with Melbourne jumping out to a 28–0 lead at half time.[7]
- Round 3 – At a wet and windy Dairy Farmers Stadium the North Queensland Cowboys defeat Melbourne 34–6, with the loss exacerbated by a broken ankle suffered by Sika Manu.[7]
- 10 April – Billy Slater re-signs with the Storm for a further four seasons, with the new contract keeping him with Melbourne until the end of the 2015 season.[7]
- Round 4 – Two tries to winger Matt Duffie, including one in the opening minute saw Melbourne back on the winner's list with in a 30–16 victory over the Canterbury-Bankstown Bulldogs.[7]
- Round 5 – Melbourne thrash the Parramatta Eels 38–0, with Beau Champion scoring two tries. The victory making for an uncomfortable return for former Storm player and assistant coach Stephen Kearney, who departed the Storm at the end of 2010, to take on the Eels head coach position.[7] It was Melbourne's first win over Parramatta since the 2009 NRL Grand Final.
- Round 6 – The club win their first game away from home after seven successive defeats outside of Melbourne, a streak stretching back almost a year.[7]
- Round 7 – In front of a crowd over 22,000, the New Zealand Warriors win the annual ANZAC Day match 18–14 to retain the Michael Moore Trophy.
- 6 May – Victoria Police confirm that no criminal charges will be laid over the club's salary cap breach.[7]
- Round 9 – With four Melbourne players backing up from playing in a test match the night before, the Storm leave it late to defeat an understrength Brisbane Broncos 29–22 thanks to a Cooper Cronk field goal and a final try to Anthony Quinn. Brisbane had levelled the scoreboard at 22–all after trailing at half time.[7]
- 11 May – NRL salary cap auditor Ian Schubert releases a report into the salary cap scandal, recommending lifetime bans to former club officials Brian Waldron, Matt Hanson and two other officials. Schubert's report exposing a "toxic culture of deceit."[7]
- Round 10 – Canberra Raiders defeat Melbourne in Victoria for the first time since the 2000 season, with the visitors snapping their losing streak in a 20–12 upset.[7]
- Round 12 – Celebrating captain Cameron Smith's 200th NRL match, Melbourne defeat the Cronulla-Sutherland Sharks 14–8 after a scoreless first half. Smith had suffered a head knock late in the first half and looked dazed leaving the field, but returned in the second half to spark the win.[12][7]
- Round 14 – Missing players due to State of Origin selection, Melbourne led by stand-in captain Adam Blair defeat the Sydney Roosters 21–4 with coach Craig Bellamy quoted as saying "it was a real complete team performance and...it was one of the best team efforts since I've been here."[7]
- Round 15 – Melbourne return to the top of the NRL ladder for the first time since the 2010 salary cap scandal, defeating the Wests Tigers 12–4 after a scoreless second half.[7]
- Round 16 – Melbourne regain the Michael Moore Trophy from the Warriors, claiming their fifth straight win 16–8 at Mt Smart Stadium with Billy Slater scoring two tries.[7]
- Round 19 – Avenging their defeat in round 10, Melbourne hold the Canberra Raiders scoreless for the first time in their history at their own home ground Canberra Stadium.[13]
- Round 20 – After six weeks away from AAMI Park, Melbourne return to Victoria in a heavily promoted match against the Broncos. Almost 23,000 spectators attended the match, seeing the Storm victorious 26–6. Cameron Smith notched up his 500th goal during the match.[7]
- Round 21 – Trailing 18–0 in the 54th minute, Melbourne surge past the Parramatta Eels away at Parramatta Stadium for a remarkable 22–18 victory.[7]
- Round 23 – Justin O'Neill suffers a season-ending back injury in the club's 11th straight win, this time accounting for the Gold Coast Titans 40–16, with Cooper Cronk scoring a hat-trick of tries at a rainy AAMI Park.[7]
- Round 24 – In Billy Slater's 200th NRL match, Melbourne records their 12th consecutive victory, eclipsing the previous club record set in 2006.[7] The 8–6 win over the St George Illawarra Dragons, saw the highest home crowd of the season and their 4th highest home crowd of all time, with 24,081 in attendance.
- Round 25 – In a violent match known as the "Battle of Brookvale," Melbourne lose 18–4 to the Manly-Warringah Sea Eagles at Brookvale Oval. Adam Blair was first sin binned, and then sent off for his part in a wild on-field brawl, later receiving a five-match suspension, meaning he had played his last game for the club.[14] Other players would also receive suspensions, with the club fined $50,000 by the NRL, with NRL chief David Gallop saying "this kind of ugly brawling is simply not on."[7]
- Round 26 – With the minor premiership secured before taking the field, Craig Bellamy opts to rest Billy Slater and Cameron Smith for the match against the Sydney Roosters. Melbourne lose the match 40–8 and also suffer injuries to Gareth Widdop, Maurice Blair and Jaiman Lowe.
- 6 September – Billy Slater was crowned Dally M Player of the Year at the 2011 Dally M Awards. Teammate Cooper Cronk finished third in the count.[15] Craig Bellamy also won coach of the year and Cameron Smith won the Representative player of the year award.
- Qualifying final – Melbourne jump out to a 16–0 lead in the first half of their final against the eighth-placed Newcastle Knights, eventually winning 18–8 to earn a home preliminary final and a week off. After the match NRL chief David Gallop presents Melbourne with the J. J. Giltinan Shield, with Gallop receiving a torrent of boos from the Storm fans over his role in the punishments handed out to the club.[7]
- 13 September – David Gallop is forced to apologise after using an analogy to compare Storm fans to terrorists. Gallop saying in a radio interview "I never really go for that whole passion line. I mean terrorists are passionate about what they do and, you know, that doesn't make it right."[16]
- Preliminary final – Melbourne's season comes to a sudden end, upset 20–12 by the New Zealand Warriors at AAMI Park. Opposition halfback Shaun Johnston playing a starring role for the visitors, who led 14–12 at half time and withstood Melbourne's pressure in the second half. Craig Bellamy saying "I don't care what else comes out of tonight, we are disappointed, we're bitterly disappointed, but at the same time this club has come a long wat to where we were this time last year."[7]
Milestone games
| Round | Player | Milestone |
|---|---|---|
| Round 1 | Jaiman Lowe | Storm debut |
| Troy Thompson | Storm debut | |
| Round 2 | Adam Blair | 100th game |
| Round 2 | Beau Champion | Storm debut |
| Round 4 | Atelea Vea | Storm debut |
| Round 4 | Adam Woolnough | Storm debut |
| Round 9 | Maurice Blair | Storm debut |
| Round 9 | Sisa Waqa | Storm debut |
| Round 10 | Dane Chisholm | NRL debut |
| Round 12 | Cameron Smith | 200th game |
| Round 24 | Billy Slater | 200th game |
| Round 26 | Jack Afamasaga | Storm debut |
Jerseys
In 2011 the Storm jerseys were made by Kooga. They retained their predominantly purple home jersey from 2010 and also their predominantly white away jersey from 2010.
On 4 February 2011 Crown Casino was named the major sponsor of the Storm in 2011[17] with their corporate logo added to the front of the jersey. Suzuki Australia continued as major sponsors as well, with their logo appearing on the sleeves. There was no sponsorship on the rear of the jersey.[18] Makita also announced a continuation of their sponsorship and their logo on the players shorts.[19]
Heritage
In round 5 for the NRL's heritage round, Melbourne wore a replica of their original 1998 home jersey.
Special
In the round 20 home game against the Brisbane Broncos, Storm wore a special "platinum battle" jersey against the Brisbane Broncos. The jersey was mostly navy blue with a large grey and white chevron on the front, also featured the word "Melbourne" printed across the upper back. This jersey was to symbolise the links to the state of Victoria and Melbourne, following the City of Melbourne's sponsorship of the match.[20]
Attendance averages
| [21] | Total | Matches | Average |
|---|---|---|---|
| Home | 170,952 | 12 | 14,246 |
| Away | 173,173 | 12 | 14,431 |
| All regular season games | 344,125 | 24 | 14,339 |
| Finals | 43,425 | 2 | 21,712 |
| All Games | 387,550 | 26 | 14,906 |
