In late 1996, the club changed its playing name to the Western Bulldogs to market the club more broadly, specifically the western suburbs of Melbourne.
| AFL Premiership|
Teams: Adelaide Crows | Brisbane Lions | Carlton Blues | Collingwood Magpies | Essendon Bombers | Fremantle Dockers | Geelong Cats | Gold Coast Suns | GWS Giants | Hawthorn Hawks | Melbourne Demons |
North Melbourne Kangaroos | Port Adelaide Power | Richmond Tigers | St Kilda Saints | Sydney Swans | West Coast Eagles | Western Bulldogs
| Current clubs:|
Box Hill | Casey | Coburg | Collingwood | Essendon | Footscray | Frankston | Geelong | North Melbourne | Northern Blues | Port Melbourne | Richmond | Sandringham | Werribee | Williamstown