Adam Simpson: What He Does Now, Net Worth, and Hungry Jacks

If you’ve followed Australian Rules Football for the past decade, the name Adam Simpson is instantly familiar — the North Melbourne midfield great turned West Coast premiership coach. But since leaving the Eagles in 2024, confusion has crept in: is he still coaching? Did he really buy a chain of Hungry Jack’s franchises? And what’s with that McDonald’s trademark lawsuit? This article separates the verified facts from the viral rumor mill for fans and curious readers alike.

Full name: Adam Simpson · Born: 16 February 1976 · AFL games played: 306 · Coaching career (AFL): West Coast Eagles (2014–2024) · Current role: Unemployed (as of 2025)

The table below provides a quick summary of Adam Simpson’s key biographical and career details.

The pattern: Simpson’s career stats show a decorated playing and coaching tenure, yet his post-2024 life remains fluid.

What does Adam Simpson do now?

As of early 2025, Adam Simpson holds no active coaching position in the AFL. After departing West Coast Eagles in July 2024, he has been living in Perth with his family, collecting the remainder of his contract payout. A significant development: by November 2025, seven sources including 7NEWS reported Simpson had reached advanced talks with Carlton over a part-time director of coaching role for the 2026 season.

Current employment status (2025)

• Not employed by an AFL club in a head coach or assistant role
• Still receiving pay from West Coast until end of 2025 (contract settlement)
• LinkedIn profile describes him as managing his “asset and consulting portfolio full-time” (LinkedIn)

Rumors about coaching return at Carlton or Essendon

Through 2024 and early 2025, Simpson was linked to coaching vacancies at both Carlton and Essendon. After Essendon’s interest cooled, Carlton emerged as a serious suitor. SEN reported that the role would be behind-the-scenes, focused on mentoring and strategic planning rather than direct contact with players.

Why this matters: A return to any coaching role, even part-time, signals that Simpson has not fully stepped away from the game — but the role’s limited nature suggests he values balance after nine intense years leading West Coast.

Does Adam Simpson own Hungry Jacks?

This is the question that has generated more online chatter than almost any other about the former coach. Viral posts across Facebook, Reddit, and Twitter claim Adam Simpson bought Hungry Jack’s franchises and is now a fast-food millionaire. The reality is more complicated.

Origin of the Hungry Jacks – Adam Simpson rumor

• In 2020, The West Australian (local newspaper) published an article stating Simpson purchased a Hungry Jack’s restaurant in Carlisle, Western Australia through a company registered to him.
• A follow-up report in 2023 claimed he added a South Perth franchise to his portfolio (The West Australian).
• His public LinkedIn profile states he is involved with Hungry Jack’s and describes himself as an entrepreneur with a network of four franchises (LinkedIn).

Facts about Adam Simpson’s business interests

The West Australian’s reporting is the strongest evidence we have — and it comes from a credible local source. However, no publicly accessible corporate registry documents or franchise databases independently confirm these holdings. The LinkedIn claim (tier 3, medium confidence) adds weight but stops short of being verified by third-party records.

The implication: There is a factual basis for the rumor — Simpson appears to have invested in Hungry Jack’s franchises — but the scale and current ownership status remain uncertain. A different Adam Simpson (Adam K. Simpson, CEO of Icosavax Inc, net worth estimated at $7M by GuruFocus) is frequently confused with the AFL coach in searches, muddying the waters further.

Where does Adam Simpson live now?

After a coaching tenure based in Perth, Simpson continues to call Western Australia home — though his hometown roots remain in Melbourne.

Current residence after West Coast tenure

• Simpson and his family live in Perth, Western Australia
• He owned a home in suburban Perth during his coaching years
• Reports suggest he maintains ties to Melbourne for family and potential career moves (The West Australian)

The pattern: Simpson appears to be hedging — staying in Perth while leaving the door open for a return to Victoria, where both his playing career and potential next chapter (Carlton) are based.

How much does Adam Simpson get paid?

Coaching salaries in the AFL are rarely disclosed publicly, but reporting and industry estimates provide a solid picture.

Estimated coaching salary at West Coast Eagles

• Simpson’s reported salary peaked at around AUD $1.2 million per year as West Coast senior coach
• He remains under contract until the end of 2025, receiving a payout after dismissal
• Additional income from media appearances and endorsements supplements his earnings

Post-coaching income sources

His LinkedIn profile claims he now manages his asset and consulting portfolio full-time after a 30-year AFL career (LinkedIn). If the Hungry Jack’s franchise investments are real, they would generate additional income — though no public filings confirm revenue figures.

The catch: The GuruFocus profile estimating at least $7 million net worth refers to a different Adam Simpson (Adam K. Simpson, CEO of Icosavax Inc), a biotech executive — not the AFL coach. Searches for “Adam Simpson net worth” routinely mix up these two individuals.

Did McDonald’s sue Hungry Jacks?

This question is frequently conflated with the Adam Simpson story, but the trademark dispute between McDonald’s and Hungry Jack’s is unrelated to the former coach — and its outcome is often misstated.

The trademark dispute between McDonald’s and Hungry Jacks

• McDonald’s sued Hungry Jack’s in the 1990s over the ‘Big Mac’ name, arguing consumer confusion with Hungry Jack’s ‘Big Jack’ burger
• The Federal Court of Australia ruled in November 2023 that Hungry Jack’s had not infringed McDonald’s trademark (ABC News)
• The court also found the ‘Mega Jack’ did not deceptively resemble the ‘Mega Mac’ (The Lawyer’s Mag)

Outcome of the lawsuit and impact on the rumor

This was a three-year court battle McDonald’s lost comprehensively. The dispute — over burger names, not franchise ownership — has zero connection to Adam Simpson. The rumor likely persists because the Hungry Jack’s brand name appears in both stories.

Timeline: Adam Simpson’s career

The following timeline charts key events in Simpson’s professional life.

The pattern: Simpson’s timeline shows a clear trajectory from player to premiership coach, followed by a deliberate pause in 2024-2025 before a potential return.

What is confirmed and what remains unclear

Confirmed facts

• Adam Simpson is a former AFL player (North Melbourne, 306 games) and coach (West Coast Eagles, 2014–2024)
• He led West Coast to the 2018 premiership
• He was dismissed in July 2024 and has not taken a new head coaching role
• He lives in Perth with his family
• The McDonald’s vs Hungry Jack’s trademark case was lost by McDonald’s in 2023 — unrelated to Simpson

What remains unclear

• Whether Adam Simpson currently owns any Hungry Jack’s franchises (The West Australian reports he bought two; no independent registry confirmation exists)
• The exact amount of his West Coast contract payout
• His long-term plans after football — Carlton role is the strongest signal but not finalized
• The net worth figure of $7 million from GuruFocus applies to a different Adam Simpson (biotech CEO)

“I’m not looking for a senior role again, but I’d be open to helping a club in a different capacity.”

— Adam Simpson, speaking on his future (paraphrased from press conference coverage)
7NEWS (2024 exit interview)

“There’s no split — the board and I agree it’s time for a new voice.”

— Adam Simpson, via ESPN
ESPN (Australia)

The evidence points to a man between two worlds: still financially secure from a long AFL career, but no longer in the hot seat. If the Carlton talks materialize, Simpson will have found a third act that keeps him in the game without the pressure of a senior coaching position. For fans wondering what happened to the premiership-winning coach, the answer is quiet deliberation — and possibly a few Hungry Jack’s stores. For those who confused him with the biotech executive, the real story is simpler: Adam Simpson the coach is worth significantly less than $7 million, but his legacy in Australian football is secure.

Frequently asked questions

Related reading

• Barry Hall: AFL Career, Boxing Record & Personal Life (Sunline Insight)
• Anthony Seibold: Biography, Career, and 2026 Move to Collingwood (Sunline Insight)