The 148-year-old Western Bulldogs first made the temporary change for Retro Round last year as part of the club acknowledging the 70-year anniversary of their first VFL Premiership flag in 1954.
Now as the 100-year anniversary of their debut VFL match approaches, the Bulldogs are again winding back the clock to celebrate their proud history.
The Footscray Football Club joined the VFL in 1925 - alongside Hawthorn and North Melbourne - having established themselves as the richest and most successful member of the rival Victorian Football Association, with five consecutive minor Premierships (and four flags) making a compelling case that the VFL could not ignore.
Whilst two flags in the following 100 years is not an ideal return by any stretch of the imagination, any mention of the year 1989 is a stark reminder of how close they were to going under with just one to their name.
Footscray were sinking fast and, with debts to the tune of nearly $2m rising, the VFL as part of their nationalisation agenda had approved a merger with the similarly struggling Fitzroy Lions for the amalgamated 'Fitzroy Bulldogs' to begin playing debt-free under the new name and logo in 1990.
A 21-day period in which they were asked to prove their solvency sparked the iconic 'Fightback' campaign, where a rally of 10,000 supporters pooled $450,000 cash in a single day, with subsequent fundraising efforts from within the club clearing the debts and paving the way for the following 36 years.
The Western Bulldogs could now hardly be in a better position, posting a profit of nearly $15m in 2024 and with a brand new Whitten Oval that is not only a state-of-the-art headquarters but also a popular boutique venue for their AFLW and VFL squads.
Speaking to reporters at the Whitten Oval on Monday morning, club legend Bob Murphy couldn't help but share his excitement for what's to come.
"I think any club that survives for 100 years and is now in a position to thrive is incredible. Footscray nearly went under a few times and had an identity shift around survival.
"To now be what it is today and what Tom (stand-in captain Tom Liberatore) led out on Saturday night is a club that is up to its eyeballs in the elite competition, something that makes all of us really, really proud. This facility is the envy of a lot in the competition and the team showed so much promise. I think the next 100 years will be even more exciting.
"I keep using the word proud deliberately because of the trials and how difficult it has been in various parts of the last 30 years, let alone 100 years. Today the club is solid in its foundations and who knows what the possibilities are for the future."
Having seen how well the second instance of a temporary renaming was met, club CEO Ameet Bains hinted that they're considering making this an annual marketing exercise, but he pointed to the growth of the club's fanbase in regional city Ballarat as reason to stick with the current name for the near future.
“I think one of the things the club has done well – and real kudos for our brand and marketing team – is the retro throwback, even going back to 2019 when we had the 30th anniversary of ‘the Fightback’, the way that that game was brought to life.
It’s taking moments like this week to really honour the past and the tradition, but also being balanced with what’s important for the future strategy and growth of the club."
The reaction on social media shortly after the announcement was almost unanimously in favour of a permanent rebranding to 'Footscray'.
'Footscray' will take on Collingwood this Friday night at the MCG, with a special pre-game ceremony to celebrate their centenary featuring many former players.