The club plays its home games at AAMI Park, and wears a purple and navy blue jersey with gold and white trim.

[12] In January 1999, Executive Director John Ribot negotiated a deal that saw Melbourne Storm games televised in China every weekend.

Melbourne's Premiership defence began relatively slowly losing their first four games of the 2000 NRL season, the club went on to make the finals (finishing 6th), but were eventually knocked out by Newcastle in the quarter-finals.

[18] Season 2006 saw the retirement of captain Robbie Kearns and the emergence of talented rookie halfback Cooper Cronk who took over the position from Matt Orford and in addition, the recruitment of hard-man Michael Crocker.

This secured a berth in the 2007 NRL Grand Final against the Manly-Warringah Sea Eagles which they won 34–8, with Greg Inglis winning the Clive Churchill Medal for best on ground.

[24] In the late 2000s the Melbourne Storm were still running at a loss of up to $6M per season,[25] however despite this, they were voted the state of Victoria's most popular sports team by a national Roy Morgan Poll in October 2009.

Storm played its fifth Preliminary Final in six years, this time defeating Manly-Warringah Sea Eagles 40–12 at AAMI Park.

This would complement their existing relationship with Brisbane Easts with a view to establishing a permanent footprint in the Sunshine Coast Area.

Part of the establishment of this Academy meant that the Melbourne Storm Under 20s Team would play all of its home games at the new facility from 2016 onward.

The 2017 NRL Grand Final was played against the North Queensland Cowboys, which Melbourne dominated to earn them their 3rd official Premiership 34–6.

The global COVID-19 pandemic hit Australia in late February forcing all games behind closed doors and then a total suspension and reorganization of the season.

After the situation in Victoria deteriorated in June, the Storm were forced to relocate to the Sunshine Coast in Queensland to complete their season.

[44] This was made all the more remarkable because for the second consecutive season the club were forced to once again relocate to Queensland from Round 9 onwards due to COVID-19 outbreaks in NSW and Victoria.

The Storm were always going to go with the colours of their state, Victoria (navy blue with a white 'V'), but club consultant at the time, Peter McWhirter of the JAG fashion house, suggested that they should also have purple and gold to make their merchandise more attractive.

In 2001, Melbourne gained its first major sponsor in Adecco,[52] which was displayed on the jersey chest, while maintaining the players' names on the back until the end of 2001.

The move of Brisbane assistant coach Craig Bellamy to Melbourne has also been attributed to fueling the rivalry, as well as the wide spread of Queensland Origin players across their squads in the better part of the past decade.

In this game, the Sydney Roosters were leading 13–12 after 73 minutes after kicking a field goal before Joe Stimson scored a late try to steal the win just before full time.

It was another tight game which this time Melbourne won 9–8 with Cameron Smith kicking a late field goal to snatch victory.

In the game, Cooper Cronk playing injured, assumed a virtual on-field player-coach role, using his years of Grand Final experience to help the Roosters defeat the Melbourne side.

[73][76] With the 2020 NRL season disrupted by the COVID-19 pandemic, Melbourne's Round 8 "home" game against the Roosters was transferred to Suncorp Stadium in Brisbane.

Sydney Roosters player Jared Waerea-Hargreaves was sin binned following the referee repeatedly warning both sides to fall in line.

The match wasn't without controversy due to Melbourne scoring a try in the first half which came directly after Harry Grant had knocked the ball on from a cross-field kick.

However, since 2020, their rivalry has really intensified, starting from the 2020 NRL Grand Final where the Storm won 26-20, ending Panthers 17 game winning streak.

Prior to this the club played the vast majority of their home matches at the city's now demolished Olympic Park Stadium, which was located next door.

Affectionately coined "The Graveyard" by fans due to the incredible 77.2% winning percentage there, it was there that the club played their inaugural home match in the fourth round of the 1998 season on 3 April 1998, having come off the back of three successive away victories.

However, due to Docklands stadium being primarily suited to AFL games and in addition the AFL and stadium management being reluctant to reconfigure the seating for Rugby League games and coupled with the team missing the finals that year, crowd numbers declined and it was decided to move the team back to Olympic Park.

The club's highest regular season attendance at AAMI Park, of 28,716, was set on 25 April 2014 for the ANZAC Day match against New Zealand Warriors.

Melbourne Storm players have also won the Dally M medal on six occasions with Smith winning in 2006 and 2017, Slater in 2011, Cooper Cronk in 2013 and 2016 and most recently Jahrome Hughes in 2024.

In 1998, the Storm established an affiliation with Queensland Cup side the Norths Devils and used the club as a feeder for their first grade team.

The relationship would prove to be a fruitful one as 13 of the 17 players to compete for the Storm in the 2006 NRL Grand Final had played for the Devils in previous years.