Behind the unprecedented campaign for Hird, and Essendon’s response

The marathon Essendon coach search process that ended with Mark McVeigh’s anointment had elements of a reality television program, beginning, as it did, with James Hird putting his hand up on Footy Classified alongside his friend Eddie McGuire and staking his claim, triggering a media circus.

The push for Hird was, in my recollections of covering dozens of coach hirings, the first time a coaching position had been subject to something resembling a political campaign, even if the candidate’s wares were mainly pushed by supporters – visible and unseen – rather than by the reticent Hird, himself.

There were endorsements, naturally headed by Kevin Sheedy’s advocacy , the coaching legend having dissented from the board’s decision to hire Brad Scott in late 2022 and remained Hird’s most vocal backer.

Michael Long quickly endorsed old teammate Hird, Matthew Lloyd semi-endorsed his former skipper’s return (saying the club’s state was so dire Hird might be a necessary tonic), ex-board member and ’60s player Greg Brown jumped on board, and the last of “the Essendon 34” on an AFL list, Jake Melksham, offered qualified support when asked at a media conference.

Another important player barracking for Hird was the algorithm. The media craved Hird-bait.

A number of media commentators clamoured aboard the Hird express, with varying levels of enthusiasm. A succession of media reports or commentary followed suggesting that Essendon would be restored if only the club decided to bring back their exiled prince as senior coach.

These were a version of campaign promises. Again, the pledges of prosperity might not have been Hird’s handiwork, but the following was supposed to happen if he landed the job:

The assertion of these benefits for Essendon if they chose Hird were not necessarily helpful to his cause. Some on the club’s board didn’t like the campaigning when they were seeking an objective process.

President Andrew Welsh, and his board, knew well that Paul Little, the ex-president and billionaire club backer, was in the background as a formidable Hird ally. Welsh had met with Little weeks ago and, while Little wanted Hird back, unlike Sheedy he refrained from public comment.

None of the other coaching candidates, including the successful McVeigh, had such claims made on their behalf. McVeigh, as it happened, would speak to Greene, who is still favoured to join Geelong if he leaves GWS.

The Welsh board held firm in the face of this apparent campaign, which, in concert with Dean Solomon’s role as caretaker (a mate of Welsh, like McVeigh) – arguably deterred a raft of senior coaches and well-regarded assistants from considering the job.