Essendon will establish a new iconic name for its high performance centre at Melbourne Airport and forgo naming rights of the facility.

The decision has been made as part of a broader strategic brand and marketing plan and has also been made following discussions with a number of long term members about supporting the initiative to ensure there is no financial impact on the Club.

Essendon CEO Xavier Campbell said Essendon members will be given the opportunity to help determine an iconic name for the Tullamarine facility.

“This is a unique opportunity to establish an iconic name and a legacy that will live for decades,” Campbell said.

“Our new facility has never really had a name or identity like Windy Hill.

“We want our members to be proud of our home and we hope the new name becomes iconic on the sporting landscape.

“The entire precinct is one of the biggest footprints in Australian sport and with stage two expansion plans in development it is an exciting time for the Club.”

Five lucky members will be invited to an unveiling event at the Club in early November and be taken on an exclusive behind the scenes tour of the facility and pre-season preview with Coach John Worsfold.