West Coast Eagles coach Adam Simpson buys two WA Hungry Jack’s stores hinting he intends to see out contract

West Coast Eagles coach Adam Simpson has bought two local Hungry Jack’s outlets — one as recently as May — in a sign he intends to see out his contract. An Australian Securities and Investments Commission search revealed a company registered to Simpson bought the Hungry Jack’s Carlisle restaurant in 2020 and added a South Perth franchise to his business portfolio this year. Hungry Jack’s is a co-major sponsor of the Eagles and has been a sponsor for five decades. The Eagles last night issued a statement that read: “It is a private business arrangement negotiated independently of the club, and the AFL is aware of it.” ASIC documentation shows Simpson Promotions Pty Ltd, which lists the Eagles coach as director, bought Hungry Jack’s Carlisle in September 2020 and the South Perth franchise in May of this year. Simpson’s wife, Nichole, is listed as a director of both the Carlisle and South Perth Hungry Jack’s stores. The West Australian understands both acquisitions were legitimate and ordinary business transactions, and there was nothing untoward or at all unusual. An AFL spokesperson said it did not comment on personal business matters, but it is understood it is across the business deals. However, it’s an interesting development as the coach builds a fast-food empire while overseeing the on-field collapse of a once mighty club. Simpson’s contract runs until the end of 2025, with speculation mounting he will not see out the deal as the big losses mount. The Eagles have suffered a club record of 15 defeats in a row, four by more than 100 points, cut down by a long injury list. Those defeats included their worst-ever loss, by 171 points, to Sydney in round 15, the fourth-largest margin in AFL/VFL history. That followed a two-win season in 2022 when the club avoided the wooden spoon only on percentage. Simpson coached the club to the 2018 premiership and to a grand final loss in 2015 and has a 53.3 winning percentage since taking over the reins at the start of the 2014 season. He has repeatedly said he is in the job for the long haul, and under the AFL’s soft cap rules, it would cost the club about $3 million to remove him prematurely. The Eagles have also publicly backed Simpson, but it is believed there are growing divisions behind the scenes as the club careers towards the wooden spoon.