Collingwood Announces Major Management Reform: A New Era for the Magpies
In a move that has sent ripples through the AFL community, Collingwood Football Club has officially announced a sweeping reform in its management structure — a bold step designed to usher in a new era of transparency, efficiency, and sustained success both on and off the field.
The reform, revealed during a press conference at the AIA Centre, marks one of the most significant internal shake-ups in the club’s modern history. Club President Jeff Browne described the move as a “strategic transformation aimed at positioning Collingwood as a benchmark for excellence in Australian sport.”
A New Vision for Leadership
Under the new structure, Collingwood will merge several key departments — including football operations, community engagement, and commercial affairs — into a unified performance division. This division will be headed by a soon-to-be-appointed Chief Performance Officer (CPO), a role that will oversee both athletic and administrative efficiency.
Browne emphasized that the goal of the reform is to streamline decision-making, improve accountability, and ensure that every area of the club is aligned with its long-term vision. “We’ve learned that sustained success doesn’t happen by chance,” he said. “It’s built on unity, clarity, and leadership — qualities we’re reinforcing through this change.”
Staff Restructuring and New Appointments
As part of the reform, several senior executives will transition into advisory or strategic roles. Reports suggest that Graham Wright, Collingwood’s General Manager of Football, will remain a key figure but with expanded oversight in player development and recruitment strategies.
Additionally, the club is expected to introduce a new Head of Innovation and Strategy, responsible for integrating advanced analytics, technology, and data-driven solutions into both player performance and fan engagement. This signals Collingwood’s intent to modernize its operations in line with global sporting standards.
⚫ Focus on Culture and Communication
Collingwood has faced its share of public scrutiny in recent years, from leadership tensions to cultural challenges. This reform appears designed not only to strengthen on-field performance but also to enhance internal culture and external communication.
Senior coach Craig McRae praised the move, calling it “a necessary step to keep Collingwood evolving.” He added, “We’re not just building a team — we’re building a culture that supports growth, inclusivity, and excellence at every level.”
The club has also announced new measures to improve player welfare and mental health support, ensuring that both athletes and staff have access to modern, holistic development programs.
Financial and Commercial Implications
On the commercial side, Collingwood plans to expand its partnerships and increase its digital footprint. The reform will see a renewed focus on global brand development and membership engagement — two areas where the Magpies already lead in the AFL.
Chief Executive Craig Kelly noted, “Our supporters are the backbone of this club. This reform will help us connect better with them, tell our story more effectively, and strengthen Collingwood’s legacy for future generations.”
Looking Ahead
As the Magpies continue their pursuit of another Premiership, this management overhaul reflects a broader ambition — to remain not just competitive, but exemplary.
With a refreshed structure, modern vision, and renewed leadership energy, Collingwood’s management reform is more than an administrative adjustment — it’s a declaration of intent. The club is signaling that it’s ready to dominate the next decade with the same passion and precision that has defined its past.
In the words of Browne, “Collingwood isn’t just adapting to the future — we’re shaping it.”
Magpies Rising: A New Chapter Begins.
