Luke Beveridge, the doting patriarch and long-tenured coach of the upstart Western Bulldogs, is deploying the “charm offensive.” For now, he seems committed to working through the last year of his contract with the club. Over his eleven-year tenure, Beveridge has not done much to repair what’s been a notoriously prickly relationship with the fourth estate. However, over the last few weeks, he’s done much to increase his positive media coverage. He’s done extensive interviews with Melbourne’s two largest newspapers, and he’s guest-hosted the city’s popular football panel talk show.
At 54, Beveridge is taking a major leap in his media play. This smart gamble is intended to add considerable clout to his considerable charisma as the Bulldogs head into one of their most consequential years. Academic reports suggest that increase in media dissemination is by design. It does seem like a smart, strategic play to avoid having to create a separate transportation contract and seeking an extension on that contract with the club. As Beveridge’s recent power plays on the field solidify his case, evidence continues to stack up that the Bulldogs are for real in this young season.
In particular, prominent commentator Kane Cornes has been quick to express skepticism of Beveridge’s motivations. He noted the irony in Beveridge’s newfound willingness to speak with the press. His change of heart is especially notable given the years he kept at arm’s length.
“I find it incredibly amusing that he’s detested the media for such a long period of time and then you’re getting these sort of headlines,” – Kane Cornes.
Cornes went on to say that he thinks Beveridge’s recent charm offensive is disingenuous. He complicated things on Thursday by raising alarms that Beveridge is rigging the game to his own advantage.
“I think he’s sucked in the media and I don’t think it’s authentic. It’s strange,” – Kane Cornes.
Craig Hutchison expressed very similar sentiments, calling Beveridge’s approach clever but duplicitous. Through angry exchanges and media spin cycles, he explained how this wild increase in public interest has put unprecedented pressure on the Western Bulldogs group.
“It’s been smart. It is a little disingenuous, I think, but it’s been smart,” – Craig Hutchison.
Hutchison, too, focused on how Beverly’s approach has shifted the conversation inside the clubhouse. This recent shift has led to increased questioning of its decision-making processes.
“He’s got ahead of it — it’s put the pressure back on the Bulldogs here, like, they haven’t moved,” – Craig Hutchison.
As debate about Beveridge’s future rages on, AFL great Nick Riewoldt added his two cents to the discussion. He made the case that the Western Bulldogs would be smart to extend his contract sooner rather than later. Riewoldt was adamant that the club need to test the waters with other more proven and successful coaches. He named Sydney’s John Longmire and outgoing Port Adelaide coach Ken Hinkley as others deserving of consideration before making any definitive calls.
Beveridge’s media strategy has led many to compare his style to that of legendary coach Kevin Sheedy, a master of the media game. Beveridge is clearly determined and effectively wielding his media spotlight to his benefit. Questions remain as to how authentic his involvement is, what it will mean for his career and the Bulldogs in the long-term.
