Essendon is proud to partner with AFL Victoria towards the Cultural Diversity Community Connect initiative, helping to grow multicultural participation in Australian Rules Football right here in our backyard, the Hume region.

As part of AFL Victoria's strategic push to increase multicultural participation from 17% to 22% across Victoria, we've partnered with local schools and community organisations in Hume to introduce new audiences to the game.

Hume is one of Melbourne's most culturally diverse local government areas, home to thriving communities from across the Middle East, Turkey and beyond. We've focused our efforts on working directly with established community institutions that families already know and trust.

We recently welcomed students and families from these partner schools to Windy Hill for our Rd 11 AFLW match against the Hawks, giving participants the chance to experience elite level football firsthand and connect with the Bombers in an exciting atmosphere.

For many families, this was their first time attending the footy. The experience offered more than just footy, it provided an opportunity to understand Australian culture while celebrating their own identities. High fiving our players in the guard of honour whilst waving their flags was a key highlight for everyone there on the day.

We've been actively engaging with Maarefa School and ICMG Turkish School, two pillars of their respective communities. Maarefa School serves predominantly Arabic-speaking families, many from Lebanese, Iraqi, and Syrian backgrounds, while ICMG Turkish School is a cultural and educational hub for Melbourne's Turkish community. By partnering with these schools, we're meeting families where they are, in spaces that reflect their values and heritage.

Through free come-and-try programs, boys and girls aged 5-12 years and their families have been invited to experience Australian Rules Football in an authentic yet welcoming way. These sessions have been held at Maarefa School's Campbellfield campus and ICMG Turkish School based in Broadmeadows.

The engagement will continue to deepen. In November, we'll invite all students from both schools for an exclusive tour of the Hangar. This behind the scenes experience will give young people the opportunity to see where their football heroes train, learn about what it takes to be an elite athlete, and gain a deeper understanding of our Club's history, values, and community.

This initiative's success is measured not just in participation numbers, but in the deeper connections being forged. Through player appearances, giveaways, and community engagement, we're helping new audiences find their place in Australian football culture, whether as players, volunteers, social fans, or Bombers supporters.