West Coast Eagles launch bold new campaign to celebrate anniversary year in 2026

West Coast has launched a bold new campaign on the eve of season 2026, leaning on its loyal fans to celebrate an anniversary year.

The Eagles kicked off their season in front of stakeholders and supporters at Mineral Resources Park on Thursday night, but it also launched a new mantra that celebrates its most diehard followers.

The club’s new campaign, built around the phrase “All The Way West” draws inspiration from the lengths its passionate fans go to to support the club.

The slogan will be splashed across free-to-air and digital television, radio, billboards, the Eagles’ own digital channels, on match-day and in print — including Friday’s edition of The West Australian.

It marks the four-time premiers’ 40th season in the AFL.

“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,” chief executive Don Pyke said.

“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.

“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.

“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.”

The Eagles invited members to share their stories of passion and pride in the club as part of the campaign.

Those submissions included remarkable tales of dedication, including Bev West Coast — who changed her name to reflect her Eagles love by deed poll — and other fans who travel more than eight hours to watch the club’s Optus Stadium home games.

Superfan Kim Beasland began a supporters club while he was serving in Afghanistan, while others are being celebrated for getting up through all hours of the night to watch games across the globe and for missing significant life events to catch their team.

To 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.

West Coast begin their season with a clash against Gold Coast in Queensland next Sunday before returning home to take on North Melbourne in their first Optus Stadium match of the year on March 22.