West Coast Eagles Unveil Bold 'All The Way West' Campaign for 40th AFL Season
The West Coast Eagles have launched a bold new campaign on the eve of the 2026 AFL season, leaning on their loyal fanbase to celebrate a milestone anniversary year. The club kicked off their season with stakeholders and supporters at Mineral Resources Park on Thursday night, introducing a new mantra that honors their most dedicated followers.
Campaign Details and Inspiration
The Eagles' new campaign, built around the phrase "All The Way West," draws inspiration from the extraordinary lengths passionate fans go to support the club. This slogan will be prominently featured across free-to-air and digital television, radio, billboards, the Eagles' own digital channels, on match-day, and in print media, including Friday's edition of The West Australian.
This initiative marks the four-time premiers' 40th season in the AFL, a significant milestone for the club. Chief executive Don Pyke emphasized the campaign's core message, stating, "All the Way West brings together the club's commitment to progress with the powerful sense of belonging that is at the heart of the West Coast Eagles." He added, "The 'west' isn't a place on the map. It's passion, dedication, and the sense of pride in being part of the blue and gold community."
Celebrating Fan Loyalty and Community
Pyke highlighted the unwavering loyalty of the club's fanbase, noting that record membership in 2025 is a testament to this incredible support. "The loyalty of our club's fanbase is unwavering, they show up every week, and record membership in 2025 is a testament to that incredible support," he said. "All The Way West is an all-of-club celebration across our teams, our community programs and club partners, as well as for every individual who goes 'all in' for the West Coast Eagles."
As part of the campaign, the Eagles invited members to share their stories of passion and pride in the club. These submissions included remarkable tales of dedication, such as:
- Bev West Coast, who changed her name by deed poll to reflect her Eagles love.
- Fans who travel more than eight hours to watch the club's home games at Optus Stadium.
- Superfan Kim Beasland, who started a supporters club while serving in Afghanistan.
- Others celebrated for watching games across the globe at all hours or missing significant life events to support the team.
Launch Events and Season Kickoff
To officially launch the campaign on Friday, Triple M's breakfast hosts Xavier Ellis and Katie Lamb will broadcast live from Mineral Resources Park, joined by several Eagles greats and coach Andrew McQualter. This event aims to engage fans and build excitement for the upcoming season.
The West Coast Eagles begin their 2026 season with a clash against Gold Coast in Queensland next Sunday. They will then return home to take on North Melbourne in their first Optus Stadium match of the year on March 22, marking the start of what promises to be a celebratory 40th season.
