CLUB President Steven Smith has written to members ahead of the upcoming 2026 AFL Premiership Season.
Dear Members,
On the eve of the 2026 AFL season, I wanted to write to you with excitement and anticipation for what lies ahead.
Last week’s Season Launch and Hall of Fame evening was a powerful reminder of what makes this football club so special. It was a fantastic night, filled with pride, connection and a deep respect for the red and blue.
We were honoured to welcome three new inductees into our Hall of Fame. Alby Rodda, Stephen Tingay and David Schwarz. Each has left a lasting mark on the club, and it was wonderful to acknowledge their contribution.
We also elevated two true giants of our club to Legend status. Hassa Mann and Robbie Flower. That honour is reserved for those who have defined eras and shaped the identity of the Melbourne Football Club. Their legacies continue to inspire generations of Demons today.
Over the summer, we have welcomed a new Senior Coach in Steven King, a new Chief of Football and Innovation in Ned Guy, a new CEO in Paul Guerra, and a new President in myself. With that change has come fresh energy, strong alignment and a real buzz around the club.
You can already see the direction Steven King and his coaching group are taking. Through our practice matches, there have been clear signs of the exciting brand of football being implemented with speed, attack, calculated risk and a selfless team first mindset. It is about playing a style that is bold and entertaining to watch.
I’m sure I’m not alone in feeling excited watching Latrelle Pickett take five bounces down the wing in our first practice match, Jacob van Rooyen’s goal sense in Ballarat, or the way Jack Steele has seamlessly slotted into the midfield.
There is a strong blend of experienced leaders and talented young players within our group. While growth takes time and is not always linear, we know the foundations being built are strong, and we are confident in where this program is headed.
Looking at our AFLW program, the players have started to return from their break and integrate back into the club, ticking off their gym, condition and skills sessions as preparations begin for the 2026 AFLW season. There is terrific energy around the group, and we are excited about what our AFLW team can achieve this year.
We are currently in the final stages of a thorough process to appoint our new AFLW Senior Coach. This is an important decision for the future of the program, and we look forward to sharing that news with you very soon.
That said, to achieve our ambitions on and off the field, we do need your support. Our goal this year is clear: 65,000 members. This is an achievable target, and we need your help to reach this number.
Last year, fourteen other clubs had record membership years, and our membership fell by almost fifteen percent to 58,000.
That is not where we belong.
Only a few years ago, off the back of our premiership success, our membership base reached more than 70,000 strong.
While the last few seasons have brought significant challenges, the slate is clean and we need the backing of our entire fan base to ensure this new era has the best chance to succeed.
To the club, membership is about far more than just your support; it provides the financial backing that allows us to invest in our football programs, our people and our future.
Thank you for already renewing and joining as a member, your commitment is so important to us. I now ask you to help us grow; recruit a friend, sign up a family member or bring a junior Demon into the red and blue family. Tomorrow we'll be running a membership drive, with 10-game flexi memberships for $100. Please share this far and wide and help us add even more members to the red and blue.
Current AFL members can also support by adding an AFLW membership or investing in our Digital membership to watch all away games live.
Every new member strengthens our club and helps build our future.
As we head into Round 1, I hope you feel the same sense of optimism and belief that we do inside the four walls. There is stability, alignment, purpose and I know there is an exciting journey ahead.
I look forward to seeing you at the MCG on Sunday as we take on St Kilda.
Go Demons.
Steven Smith
President
Melbourne Football Club
