Hird Eyes Essendon Coaching Role with Modernised Football Department
James Hird, a dual-premiership star and former Essendon captain, has signalled his intent to revolutionise the club’s football department should he be appointed senior coach. Sources close to “the Hangar” suggest Hird plans to implement a contemporary approach to player development and team strategy, leveraging modern tools and communication techniques.
Industry insiders, speaking anonymously to discuss the sensitive situation, have dismissed notions that Hird’s decade away from the elite AFL environment would hinder his ability to adapt to the game’s current evolution. They highlight his proven communication skills, a critical asset in today’s AFL landscape. Hird is reportedly keen to embrace the increasing integration of artificial intelligence (AI) in football, mirroring Hawthorn’s successful adoption under coach Sam Mitchell. This technology, the sources believe, can significantly enhance the gathering and analysis of player and coaching data.
The understanding of player relationships and tactical dissemination has, according to these same sources, evolved considerably since Hird’s departure from the club in 2015, amidst the ramifications of the supplements saga. Hird has observed firsthand how contemporary AFL clubs are distilling complex game plans into concise, digestible formats, a strategy that aligns with the information consumption habits of younger generations on social media. His recent experience as director of coaching for VFL club Port Melbourne has further solidified his philosophy on nurturing both emerging talent and seasoned professionals.
Hird’s recent coaching involvement includes a stint as an assistant at Greater Western Sydney in 2022, working alongside interim coach Mark McVeigh. Beyond the football field, he has navigated the high-pressure world of finance for a decade, honing his ability to communicate and make critical decisions under significant duress.
While a groundswell of support from Essendon fans, vocal on talkback radio, backs Hird’s return and believes he could unite a divided club with influential financial backers, Hird himself has acknowledged to friends that opposition to his comeback exists. Nevertheless, he maintains that all senior coaches face scrutiny and criticism.
Navigating the Coaching Selection Process
Despite the palpable enthusiasm from some quarters, Hird has not yet been officially approached by Essendon president Andrew Brayshaw. Hird has publicly declared his interest in succeeding the recently sacked Brad Scott but insists on a comprehensive and thorough selection process being undertaken by the club.
Concerns have been raised that Hird’s high-profile candidacy might inadvertently deter other potential applicants. His decision to publicly express his desire for the role has ignited a fervent debate regarding his inclusion in the selection process, a scenario he experienced in 2022 when he was unsuccessful in his bid for the coaching position. Hird, however, reportedly anticipates no contact from the Bombers until they formally outline their coaching criteria following the establishment of a dedicated subcommittee.
Essendon’s interim coach, Dean Solomon, will lead the team for the first time on Sunday in Perth against West Coast, a fixture that comes as the Bombers grapple with a dismal record of only one win in their last 24 games. Hird has a long-standing friendship and respect for Solomon’s coaching capabilities.
The club has also seen assistant coach Ben Jacobs and club psychologist Ben Robbins resign from their positions on Friday, reportedly as a gesture of loyalty to the departed Brad Scott.
Expert Opinions and Club Futures
The Essendon coaching saga has drawn sharp commentary from prominent figures within the AFL fraternity. Coaching legend Mick Malthouse has voiced his scepticism, describing the club’s selection process as a “sham” and suggesting the outcome, with Hird’s return, has already been predetermined. “It will be a sham, it smells already,” Malthouse stated on ABC radio, implying that influential figures within the club have already made their decision. He added that while Hird’s willingness to express interest is understandable, it’s unlikely any coach currently out of the game would willingly put themselves through a process that feels pre-decided, though it may serve as an exercise for younger coaches.
Conversely, former Collingwood coach and current Geelong assistant Nathan Buckley, who himself harbours ambitions for a senior coaching role, declined to endorse Malthouse’s assessment. Buckley, whose immediate focus remains on the inaugural Tasmanian AFL team, could potentially be a candidate for either the vacant Carlton or Essendon positions.
Sydney’s 2012 premiership coach John Longmire indicated during the week that he was seeking further clarification on Essendon’s strategic direction.
AFL icon Leigh Matthews, a four-time premiership coach, has characterised the situation at Essendon as a “messy situation.” He elaborated on 3AW, noting the complexity of dealing with a “prodigal son” who, despite a prolonged absence from the AFL coaching ranks, commands significant popularity among certain influential factions within the club.
Kevin Sheedy, Hird’s former mentor and the coach who steered Essendon to four premierships, commented that coaching the Bombers requires a deep love for the club, a sentiment he believes Hird possesses. However, Matthews contested this notion, arguing that such a statement is “ridiculous.” He explained that once a coach becomes immersed in a club, regardless of their prior allegiances, it becomes their club, and its success becomes paramount to their existence. Matthews shared his own experiences, highlighting his deep connection to Hawthorn, Collingwood, and the Brisbane Lions during his extensive coaching career.
