In a stunning and unprecedented act of generosity, Collingwood Football Club’s Head Coach Craig McRae has announced he is donating the entirety of his $95.7 million in recent sponsorship earnings to a homeless shelter initiative in Metro Magpies, Victoria. The funding will directly support the development of 150 permanent housing units and 300 temporary shelter beds for individuals experiencing homelessness.
“I’ve seen the effects of homelessness firsthand growing up, and I knew if I ever had the means, I’d give back in a meaningful way,” McRae shared at an emotional press conference Thursday morning. “No one deserves to sleep on a sidewalk.”
The project, titled Homes for Hope, will be developed in partnership with the Magpies Housing Collective, a local non-profit working to address homelessness through long-term, community-based solutions. The donation will allow for fast-tracked construction, with the first phase expected to open by mid-2026.
A Personal Mission
While McRae is best known for leading the Collingwood Magpies to multiple AFL victories and transforming the culture of the club, this philanthropic move shines a spotlight on his humble beginnings. Raised in regional South Australia, McRae has spoken in the past about the financial struggles his family faced — experiences that shaped his empathy for the underprivileged.
“It’s easy to forget, when you’re coaching under stadium lights and shaking hands with sponsors, that so many people are left in the dark. I haven’t forgotten,” McRae said.
Community Impact
Advocates say the donation could be a game-changer in the battle against homelessness in Victoria. According to the latest state statistics, over 30,000 people experience homelessness in Victoria on any given night — with affordable housing continuing to be one of the state’s most pressing social issues.
“Craig McRae’s contribution is nothing short of historic,” said Marlene Xu, director of the Magpies Housing Collective. “It’s not just about the money — it’s about the message. That high-profile individuals can take real, meaningful action. This donation will help hundreds of people get off the streets and begin again with dignity.”
An Example to Follow?
Reactions from across the sports world and beyond have been swift, with many calling McRae’s act a watershed moment for social responsibility in professional sports.
Former AFL players, civic leaders, and even rival clubs have praised the gesture, with calls for other high-profile athletes and executives to consider similar initiatives.
“This is what leadership looks like,” tweeted AFL legend Adam Goodes. “McRae isn’t just coaching football. He’s coaching humanity.”
What’s Next
The Homes for Hope project is set to break ground later this year, with local construction firms volunteering to fast-track development. Plans also include wraparound services like mental health support, job placement programs, and addiction counseling — a holistic model designed to ensure long-term success for residents.
For McRae, the moment is about more than just headlines.
“I don’t want this to be a one-off,” he said. “I want this to be a turning point — not just for me, but for the whole AFL community. We have the platform. Now we need the purpose.”
Final Thoughts
As Australia continues to grapple with rising housing costs and deepening social inequality, Craig McRae’s extraordinary act reminds us all of the power of empathy, action, and leadership. In a world where words often outweigh deeds, McRae has put his money — and his heart — exactly where it matters most.
