In a confident and forward-looking statement today, Craig Kelly, CEO of the Collingwood Football Club, addressed the media with enthusiastic praise for the club’s current momentum both on and off the field. Kelly’s comments come at a critical juncture for the club, following a season filled with competitive intensity, strong fan engagement, and strategic planning behind the scenes.
Speaking at the Holden Centre, Kelly emphasized the positive trajectory the Magpies are currently on, highlighting not just the players’ efforts, but also the entire organization’s unified focus on excellence.
“We’re proud of what the team has achieved this year,” Kelly stated. “The energy within the club is palpable — from the coaching staff and players to our administration and supporters. There’s a genuine belief in our direction, and that’s something we’re excited to build on.”
Kelly also stressed the importance of strengthening relationships within the AFL community, including other clubs, key stakeholders, and most importantly, the Collingwood supporter base.
“This isn’t just about wins and losses — it’s about culture, community, and building something that lasts. Our supporters are the heartbeat of Collingwood, and everything we do is with them in mind. We’re looking forward to continuing that connection and building even stronger relationships going forward.”
The CEO’s remarks suggest that while Collingwood remains firmly focused on on-field performance, equal attention is being given to long-term sustainability, community engagement, and fostering a club culture that attracts both talent and loyalty.
As the AFL off-season begins to unfold, speculation is rife about potential player movements, coaching staff decisions, and development pathways. Kelly refrained from making any specific announcements, but he hinted at exciting developments on the horizon.
“We’re laying strong foundations now so that we can deliver sustained success — not just for next year, but for the next decade. Everyone at the club is aligned in that vision.”
Collingwood fans will no doubt be buoyed by the CEO’s passionate endorsement of the club’s current direction. After a season that saw highs and challenges, the message from the top is clear: the Magpies are not just preparing for the future — they’re shaping it.
