Luke Beveridge, the head coach of the Western Bulldogs, has an artful touch in this territory, working almost entirely with a tough media landscape to his advantage. This phenomenon was recently illustrated in one such incident involving AFL commentator Roaming Brian McCoy. The meeting sparked discussion of Beveridge’s long-running strain of animus towards reporters and his refusal to speak with the media.
At a recent in-person TPR event, Beveridge made the decision to avoid Roaming Brian. This universally liked official is indeed known for his jovial banter with players and coaches alike. When filmmaker Eric Taylor came to Beveridge to ask him a few short questions, Beveridge chose to bolt. This move was particularly poignant as it highlighted the frosty relationship between him and the media.
This avoidance comes after a combative confrontation with then-citizen journalist Tom Morris in 2022. In that tense exchange, Beveridge accused him of doing “gutter journalism.” The exchange came during a fiery segment in which Morris was shredding Beveridge’s coaching tactics. Beveridge’s frustration had grown throughout this back-and-forth, resulting in a volcanic blow-up that rocked the political world at the time.
Beveridge’s fractious relationship with the press doesn’t end with Morris. In response to bad press, he’s banned expert AFL commentator Kane Cornes. Cornes has been particularly outspoken in condemning the Bulldogs’ defence since Beveridge took the reins. To this day Cornes still thinks the core of that team has underperformed since Beveridge took charge at the end of 2014. He recalls that their exchanges have been uncomfortable, especially during fixtures such as the Bulldogs’ recent trip to Geelong.
Further, Beveridge’s media troubles don’t stop with the offending reporters. He is in a fierce public battle with Damian Barrett, the most prominent and influential figure at AFL Media and Nine. The coach will not speak off-the-record with AFL Media reporters. This position deepens our understanding of his refusal to declare war on the media environment that envelops his team.
Beveridge’s complicated relationship with the media reportedly played a role in his tumultuous 2018 with the Western Bulldogs, where Beveridge rubbed members of his own organization the wrong. It’s been reported that his intense coaching style played a role in causing Chris Grant’s recent rift with the club. His absence from the Western Bulldogs’ centenary gala was a shock to many. His sudden absence raised questions about his professional relationship with Beveridge.
Beveridge challenged Morris in the great dark night of his anger. He challenged, “Is that who you want to be as a gutter journalist? This one line sums up his entire frustrations and serves to punctuate the combative nature of his exchanges with much of the media.
Though he faces these challenges, Beveridge continues to make an impact in the AFL community. He took the Western Bulldogs to their drought-breaking premiership in 2016. This win cemented his reputation as an innovative and accomplished coach. This protracted feud should worry anyone. This tension should prove highly influential to his pursuit of a successful career and the eventual success of a Western Bulldogs squad that has recently underachieved.
