I would like to begin by thanking you. Our players in my opinion are our biggest asset and we must do whatever we can to create a successful environment for them to prosper and perform. It is you, our supporters and members, who carry the flame and support us through our premierships and poor seasons so thank you. It is the supporters who pass on the tradition from generation to generation and for that we are truly grateful.

It has been a year of mixed fortune, the start was exciting and eventful and as scintillating as it was as poor the year finished. At both ends of the year there was undeserved hype both from within the club and through the media.

The Essendon Football Club in my opinion is becoming a very good club. It’s becoming a good club again and will play regularly in finals only if we continue to work hard and have absolute dedication from our players and our staff.

As senior coach I will not hide behind the injuries that we have had this year or use them as an excuse for the poor form we had towards the end of the year. We had many and some that should have been avoided. We must learn from this and get better but if that is all that we learn then it has been a failed year. After a thorough review we will get better in this area but there is more we need to improve on.

I see 2012 as a year when we saw how hard it is to be a really good football club for a whole year not just 15 weeks. We will continue to train our players to the maximum and teach them how to get the most out of their bodies. They must continue to embrace the work and the pressure that comes with playing AFL football.

My message to our players is football teams are built over years and years of hard work. This club will continue to provide you with the best support it can. You and I must repay the club by recommitting and embracing the work with the same attitude you did last season.

Do not listen to the noise that comes from outside. Don’t listen to the knockers or the critics. Believe in where we are going, understand where we need to get better and work hard every day to get better as individuals and as a team. For as disappointing as the year finished, I know the players are well on their way to forming something very special.

To every Essendon supporter out there, please understand that we are doing whatever it takes and we will be a very good football team very soon.

I would like to welcome Brendon Goddard to our football club, he has made the move to the Essendon Football Club for a number of reasons. Most of all he sees the opportunity that I see with this playing and coaching group. Brendon is coming to be one of the team and give his all to get us back to the top.

It would be remise of me not to mention our champion captain Jobe Watson and his outstanding season. Jobe is first and foremost a quality individual who comes from a fantastic family. I think we all feel a sense of pride that Jobe plays for our team, the Essendon Football Club. For him to win that Brownlow Medal was something very special indeed. I would like to say congratulations to Jobe but what we desperately want from you is for you to lead us through a successful finals campaign.

Lastly to my good friend and long time teammate Mark McVeigh, congratulations on your career. This club may have seen slightly better players but they have never seen a better bloke. Your love and passion for the club is unmatched. Congratulations on your career, the club will miss you greatly. Personally I will miss your football and personality; you were great to play with, a joy to coach and a great mate. Good luck to you, Leanne and Ariana in the next chapter of your life.

I look forward to working hard to continue this club's improvement during 2013.

James Hird

Senior Coach