CEO Daniel Taylor has written his first letter to club members.

Dear members, 

Just over two weeks ago, I commenced as CEO of the Melbourne Football Club, and it is a role I am proud and honoured to take on. I want to begin by thanking Brian Cook, whose calm and steady leadership over recent months has enabled a smooth transition. 

Our football club has a rich, 168-year history, including 13 AFL premierships, an AFLW premiership, and numerous legends of the game who have worn the red and blue with pride. This heritage is both a powerful reminder of where we have come from, and a strong foundation for where we want to go. 

Having served on the Board since December, and as a lifelong supporter and long-term member, I understand who we are, what we can become and the challenges that lie ahead. But one thing is becoming increasingly clear since commencing in the role: there is enormous opportunity ahead for our club. The energy and confidence being displayed by our men’s program this season is permeating throughout the business and we must harness this momentum as we set about re-establishing our club as a powerhouse of the competition.  
 
A high-performance organisation is built on clear principles, including strong leadership, alignment, accountability, and an uncompromising commitment to excellence. Members should expect these standards right across our club, as we aspire to showcase AFL and AFLW programs that consistently compete in finals, underpinned by a strong and successful organisation off the field, and a club environment that is inclusive, accountable, and true to our values in everything we do. 

This vision is shared by everyone throughout the club, and together with the Executive Team and the Board, led by Steven Smith, I am committed to making it a reality. My immediate priorities will be to grow and strengthen our connection with our members, supporters and corporate partners, while continuing to build a strong and sustainable financial base for the club. 
 
Our AFL program, led by Senior Coach Steven King and Chief of Football and Innovation Ned Guy, is in a strong position as we approach the upcoming AFL Finals Series. I share your joy in what the 2026 AFL season has already delivered and your excitement for what lies ahead.  
 
We have been ‘fun and dangerous’ and incredibly entertaining to watch. While there is important footy still to be played, we are confident that our brand will stand up to the pressure of finals, especially with your support. Following the win against Fremantle, our players spoke in the rooms about the roar of our 40,000-plus crowd. The support of the Demon faithful is so important, and our players feed off your energy. I can’t wait to see as many of you as possible at the MCG in the red and blue, getting behind the team throughout the remainder of the season. 

Last night was another exciting step in the club’s 2026 journey as our AFLW program took to the field again for Premiership points for the first time in 264 days. After such a long wait between games, it was fantastic to see the team pick up where they left off with new Senior Coach Tom Wilson and General Manager AFLW Kat Gill at the helm. Everyone at the club is looking forward to seeing what this group can achieve this year, building on their brilliant 2025 campaign which culminated in a Preliminary Final. With 5 players selected in the inaugural Australia and Ireland squads and four club debutants seamlessly slotting into the lineup last night there is great optimism for what lies ahead. We host our first home game at Casey Fields next Sunday and I look forward to seeing a sea of red and blue there. 

I understand the connection that our members and supporters have with this club. You are at the heart of everything we do, and I will work to ensure we continue to make you proud to wear the red and blue. I look forward to meeting many of you in the weeks and months ahead as we build the next chapter of the Melbourne Football Club.  
 
Thank you for your passion, loyalty and support. 

Go Demons 
Dan Taylor