James Hird has faced a fierce backlash from Essendon supporters after publicly declaring his interest in returning as head coach following the dismissal of Brad Scott. The Bombers legend, who led the club through the infamous supplements scandal, apologised again for his part in the crisis that nearly cost him his life and promised he has learned from the ordeal.
News of Scott's sacking broke on Tuesday morning, immediately sparking speculation about Hird's potential return. Club president Andrew Welsh stated he had not contacted Hird but confirmed no candidate had been ruled in or out for the senior coaching role.
Later that evening, Hird confirmed his keenness to coach the Bombers again during an appearance on Channel Nine's Footy Classified. 'The most important thing for me as an Essendon person is for them to go through the most exhaustive process possible to find the best person to coach Essendon,' he said. 'If the club came to me and said would you be part of that process I would definitely say yes. That is something I would love to be part of, pit my wares against the other coaches and see if I am the best man for the job. If I am the best man for the job, yes I would love to do that job.'
The reaction from fans was swift and damning. One wrote on X: 'He's not fit to lead. Is he so arrogant that he forgets this is all his fault? He's a national embarrassment. His name should be shorthand for a blonde, private school boy who never learned the rules apply to him. No, I've change my mind. Do it and get what you deserve.' Another commented: 'Says the man who led Essendon through the supplements saga. He is part of the reason the club finds itself in the position it is in today.'
An Essendon supporter added: 'Hell no I'd go for another team if this bloke comes back to coach.' A fourth fan wrote: 'Go coach at another club first then. Essendon is not your play thing. You have not bothered to coach anywhere else since being let go over a decade ago. We should NOT go back to the past just for your own redemption.'
Other commenters accused Hird of orchestrating a scripted campaign to reclaim the top job at Windy Hill. One observed: 'Wow, a direct, out of nowhere question that Hirdy had a 4min speech ready for. Amazing!' Another added: 'Yup job is his – anyone need not apply. They have scripted this to perfection.' A third wrote: 'This is hilarious. The deal must have been done when [club president Andrew] Welsh came in last year. No way he goes public like this unless he knows he's got the gig. They will put on a whole dog and pony show with a 'coaching search' when it's actually a complete boat race. Bombers are too funny.'
Respected AFL commentator Caroline Wilson claimed the club has informed the league's top brass that a Hird appointment is off the table. 'My understanding is that someone senior at Essendon, and I don't know who, or someone very influential, has made it clear to the corridors of power at the AFL that that will not be happening,' Wilson said on Channel Seven's The Agenda Setters on Tuesday night.
Hird previously applied for the head coaching role in 2022, with Kevin Sheedy as the only board member to vote for him over Scott. A year ago, he stated he was not interested in coaching again, but his passion has clearly reignited. His interest alone is likely to divide Essendon fans, given the ongoing trauma from the club's drugs debacle.
The 1996 Brownlow Medallist, one of the greatest players in Essendon's history, coached the club from 2011 to 2013. The AFL banned him for 2014 for his role in the drugs regime, and eventually 34 players served anti-doping suspensions. 'I'll put my hand up and say I was part of the mistakes that were made at Essendon in 2011 and 2012. They were partly my fault and I put my hand up,' he said. 'But a lot of time has gone ... I've suffered a lot, the football club has suffered a lot and the supporters – mostly – have suffered a lot. And I think it's time for everyone to kick in and make this club great again.'
Hird returned to coach in 2015 but left before the end of the season. The stress took a massive toll on his health, and he was admitted to hospital in early 2017 after an overdose of sleeping pills. He has been coaching director at VFL team Port Melbourne since last year. 'The mistake I made and there were a few of them, but the main one was not having enough oversight on a couple of people at our club,' he said of his first coaching stint. 'That attention to detail is something I have worked on a lot in my life and that will never happen again.'
He called Essendon one of the 'key staples' in his life. 'Let's go forward with this club and make it the best club in the AFL again,' he said. Hird also congratulated 2000 premiership teammate Dean Solomon, who has been appointed interim coach for the rest of the season.
