It means the Bombers' daunting $10.5 million debt – largely accrued due to the drugs saga – could possibly be wiped by the end of 2018. The club has 68,000 members, more than 10,000 more than last season and the single greatest increase of any club. Only Richmond boasted higher attendances than Essendon, despite most of the Bombers' home games being played at Etihad Stadium. This has directly resulted in match receipts exceeding budget projections by more than $1 million and allows the club to continue to sign blue-chip sponsorship partners such as Fujitsu and Kia. Campbell admitted that despite some optimism at the start of season, there was still a level of uncertainty about how quickly the club would rebuild its brand. "To get to the point we are now, to have played really good football throughout the year and qualified for finals is something all Bombers' fans should be proud of, but we realise there is a really big opportunity in front of us and a lot more work to do." Given what has transpired at Tullamarine in the past five years, the fresh air of positivity is rejuvenating almost every aspect of Essendon.

Not only are membership and crowd attendances up, but the team is playing enthralling football under John Worsfold. After a 2016 season in which they averaged just 65 points for – albeit in exceptional circumstances – Worsfold admitted in the pre-season that scoring was a concern. They now have one of the most dangerous and dynamic forward lines in the competition, and are averaging 97 points. It keeps the fans coming in their droves, with the club even managing to pull impressive crowds against struggling interstate teams Fremantle (42,665 in round 23) and the Brisbane Lions (41,246 in round 15) at Etihad Stadium. "The fans have been absolutely incredible," Campbell said. "Their support is second to none. We are incredibly proud of what they've done to help us to get to the position we're in now."

While there are no AFL games this weekend, the Bombers are still likely to score significant victories at the All-Australian and Rising Star ceremonies. The trio of Joe Daniher, Zach Merrett and Michael Hurley are all likely to be named in the final 22 after making the squad of 40. Daniher enjoyed a career-best year, booting 62 goals and finishing fourth in the Coleman Medal, seven goals off winner Lance Franklin. He and gun midfielder Merrett would be All-Australian for the first time if selected, while for Hurley it would be his second nod after making the 2015 team. McGrath has played 20 out of 23 games in his first season, averaging 20 disposals and four marks.

Essendon also believe they can be seen as a destination club again and are making a late but significant play for Greater Western Sydney star Josh Kelly. Members of the club hierarchy, including Campbell and list manager Adrian Dodoro, met Kelly's management last week. The Bombers are quietly confident that if Kelly does decide to return home, they will be as good a chance as fellow contenders Carlton and St Kilda. And although the club is unwilling to comment publicly, it remains privately pleased that James Hird is making a return of sorts to the game after agreeing to present this year's Norm Smith Medal, after an offer from the AFL.