THERE was an intriguing space on a shelf of the St Kilda trophy cabinet when I visited Moorabbin early last month. Alongside the club's only premiership cup from 42 years ago and the weeks old pre-season trophy was a small plaque.

It bore a bold and simple statement: "This space has been reserved for the 2008 Premiership Cup".

The cabinet is next to the reception desk, so it pretty much declared itself to all visitors. Although St Kilda officials and coaches now claim it was placed there without their knowledge, they did not seem to have any issue with it when I mentioned it to them after wins in the first two rounds of the season, and the victory in the NAB Cup.

It was only when we tried to photograph it that the club intervened, preventing our photographer from passing reception. That was after losses to the Western Bulldogs and Geelong.

Then, after St Kilda's round-five win over Essendon, club chief executive Archie Fraser told us the plaque had been removed.

In an explanation later supported by his coach, Ross Lyon, Fraser said the plaque was placed there by a woman who worked at reception. The chief executive said it had only been in the cabinet for a week or so after the NAB Cup win. By our calculation the time frame was close to a month.

"It was a bit of an emotional thing after the NAB Cup," Lyon told The Sunday Age last week. "Some people got a bit overexcited, I didn't even know it was there."

He explained he bunkers down in a separate compound at the club.

"I know what you're getting at," Lyon said. "You're talking about the weight of expectation and we all feel that weight. Of course we do. We're all trying to win it."

The weight of expectation can prove crushing at times. When Geelong narrowly lost to Sydney in the 2005 finals and then won the 2006 NAB Cup, coach Mark Thompson said the Cats "could win the premiership this year". Two big victories later and much "premiership clock" analysis all pretty quickly fell apart. What hurt the club as much as the injuries, poor pre-season preparation, some player selfishness and lack of leadership was the breach of promise.

Last Monday night, on two football programs, Fremantle coach Mark Harvey attempted to distance himself from political and player problems and the so-called cultural disease that threatens his club.

But most of all he tried to distance himself from high expectations carried into the season. The Dockers' president, Rick Hart, declared at Freo's season launch that his club could win the premiership. Harvey attempted to dilute that claim, while refusing to rule out a top-four finish.

He denied the club had recruited with a top-four place in mind, although clearly Fremantle's recruiting belies that. Shortly before those interviews, where Harvey failed to sell himself or any hope to his supporters and the football world, his president Hart had spoken to the media and admitted he had lowered his expectations somewhat.

Interestingly, John Worsfold was chastised publicly for waving the white flag and virtually ruling out a top-four finish for the Eagles, and yet at least his position was solid, realistic and left the public in no doubt what he believed.

Jeff Kennett placed a premiership on the agenda at Hawthorn's season launch. No one refers to that now because the Hawks are playing like a team that deserves a place in the grand final. And while Alastair Clarkson might not have been thrilled, he had reportedly already started to lead his players down that emotional path.

His predecessor Peter Schwab admitted several days ago that this had been his mistake in 2004.

Schwab chuckled when contacted and said: "I know what you're ringing about, yes, I still think about it." Schwab declared at the Hawks' 2004 season launch at Chadstone: "We will win the premiership in 2004."

He remembers hearing laughter in the audience and commenting that he hoped it had not emanated from his players. "I said it perhaps a little bit too off-the-cuff," Schwab said. "And I said it because I think that's what you should always be aiming for. If not, then why are you playing?

"Of course it became the noose around my neck and with every loss it looked sillier and sillier. You live and learn and if I had my time again I certainly wouldn't have done it, it was a big blue.

"When you say those sort of things it needs to be a collective statement and while those sorts of statements are always fraught with danger, my mistake was that I had not gone down that path with my players. Geelong probably think that they are going to win the premiership this year … but they don't have to say anything."

The plaque in the St Kilda trophy cabinet made a massive statement at a time when many believed it to be a realistic aim. We will never know now how many at the club wanted it there, but its removal said as much as its positioning in the first place.