‘Heart and soul’: Hird responds to Bombers coaching call as AFL great reveals rivals’ approach
Mark McVeigh has been appointed as the new head coach of the Essendon Bombers in the AFL, signing a three-year deal. The decision follows a competitive selection process that notably excluded club legend James Hird.
Why it matters
Coaching changes in major professional sports leagues significantly impact team performance, fan engagement, and organizational strategy.
AFL TEAMS ESSENDON-BOMBERS ‘Clearly the best’: Bombers’ new coach confirmed after divisive Hird snub that has ‘fired up’ fans McVeigh set for Essendon job over Hird | 05:55 Max Laughton and Jack Jovanovski from Fox Sports August 24th, 2026 6:56 pm Mark McVeigh has officially been announced as Essendon’s next coach, with the club’s decision set to “fire up” a section of the fanbase.
In a club statement released on Monday evening, the Bombers confirmed the Sydney assistant coach would join the club on a three-year deal.
“We have been extremely clear on the strategy and direction of this football club. We are building the next successful era for Essendon, with a view to playing finals, winning finals and competing for premierships. Mark is the best coach to take us forward to achieve that,” Essendon President Andrew Welsh said via a club statement.
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