The Bombers will continue to challenge the status quo, with chief executive officer Xavier Campbell revealing the club’s discussions with GWS to take the game of AFL to the United States of America. 

Speaking at The EFC Network’s inaugural event, The Season Preview, on Wednesday at Crown Palladium, Campbell said the club’s growth relied on progressive thinking.

“Regardless of where the exploration of this project gets to, we believe this sort of thinking is essential to ensure we remain progressive and relevant, at the forefront of creating performance and commercial advantage,” Campbell said.

“While we don’t lose sight of our core business and the reason why we exist – to strive to win premierships – we need to continue to challenge the status quo, but not just for the sake of it.” 

While Campbell stressed discussions were very much in their infancy with the Giants and his counterpart Dave Mathews, the proposed overseas match – while potentially still some 24 months away – would be a GWS home game. 

“We are exploring, in partnership with the Greater Western Sydney Giants, the opportunity to showcase the game of AFL for premiership points in the United States, more specifically in the San Francisco or Los Angeles areas,” he said. 

“Plans and discussions are very much in their infancy, but talks have revolved around the relocation of a GWS home game, with the opportunity to position the match as one of the early marquee games of the premiership season."

Campbell revealed AFL Legend Kevin Sheedy – a preeminent figure at both Essendon and the Giants in recent years – was a driving force behind the concept. 

“Obviously having a foot in each camp at different points over the last few years at respective clubs, this concept is something ‘Sheeds’ has always been passionate about with regards to the untapped US market.

“Importantly, too, it would unlock the game of AFL, and the Bombers’ and GWS’ brands to California – the world’s fifth largest economy in its own right.”