The Western Bulldogs will revert to their old name of Footscray to mark their centenary with a match at the MCG against Collingwood on Friday, as the AFL club explores reviving their traditional identity on an annual basis.
The clash is on track to break the Bulldogs’ home-and-away season attendance record with more than 80,000 expected. The promotion, which includes a commemorative guernsey, leverages the triumphs and struggles of a club once believed close to folding.
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It will be the second time in less than a year the Bulldogs have revived their traditional moniker after celebrations last year during Retro Round to mark the 70th anniversary of the 1954 VFL premiership.
Chief executive Ameet Bains said he is committed to the Western Bulldogs name, but that use of the Footscray title could become an annual marketing exercise.
“That’s something that we’ll talk about doing,” he said. “I think one of the things the club has done well – and real kudos for our brand and marketing team – is the retro throwback, even going back to 2019 when we had the 30th anniversary of ‘the Fightback’, the way that that game was brought to life.”
The club was in a perilous state in 1989 and faced a merger with Fitzroy until fans rallied to secure its survival in a response that has been celebrated as “the Fightback”.
The Bulldogs’ future is now secured, and the club reported a $14.9m profit in 2024 and completed upgrades to its headquarters and training base at Whitten Oval, close to the centre of Footscray.
Former captain Bob Murphy said it was an achievement for the Bulldogs to reach their centenary.
“I keep using the word ‘proud’ deliberately because of the the trials and how difficult it’s been in various parts of the last 30 years, let alone 100 years,” he said.
The club adopted the Western Bulldogs title in 1996 to became more attractive to potential fans in the growing western suburbs, although its constitution still refers to it as Footscray Football Club.
Bains said the change has been successful, as reflected in the club’s record membership count of more than 60,000 and growing support in Ballarat, but he understands some fans would prefer a return to the old name.
“It’s taking moments like this week to really honour the past and the tradition, but also being balanced with what’s important for the future strategy and growth of the club,” he said.
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Murphy said although there were differences of opinion on the name, Bulldogs supporters are united behind the club and its identity.
“I don’t think division is the right way to look at it. [The club’s identity] is a state of mind, and I say that unashamedly,” he said.
“I know that sounds a little bit sort of existential, but call it Footscray, Western Bulldogs, whatever – it’s about the colours that these guys run out in every week, and it’s a spiritual place of our footy club.”
Murphy joked there were some things were off limits from marketers. “Change the colours and that will cause division,” he said.
