In October 2013, the West Coast Eagles appointed Simpson coach for the 2014 season. He replaced John Worsfold who stood down after a disappointing 2013 season. Simpson was selected ahead of applicants Scott Burns, Leigh Tudor and Peter Sumich. In his first year as senior coach the Eagles finished 9th. The following year, Simpson and the Eagles surprised many commentators by their performance when the club finished 2nd at the end home & away rounds. The team went onto play in the 2015 AFL Grand Final, which they lost to Hawthorn.