BREAKING News: Eddie McGuire Returns to Collingwood in Shock Move Confirmed by GM Charlie Gardiner
29 September 2025 | AFL Newsroom
In a moment that has sent shockwaves of joy through the Valley and the broader AFL community, Collingwood General Manager Charlie Gardiner has officially confirmed what many had only speculated in whispers: Eddie McGuire is returning to the club — but this time, not as president.
At a press conference held this morning at the AIA Centre, Gardiner stood alongside senior coach Craig McRae and revealed that McGuire will be stepping into a newly created strategic role, officially titled “Executive Director of Club Culture and Innovation.”
“Eddie has always been more than a president to this club,” Gardiner stated. “His passion, vision, and deep understanding of what Collingwood stands for make him the perfect person to help shape our next era — especially off the field.”
This marks the first official return of McGuire to an operational role at the club since his resignation as president in 2021 after 23 years at the helm. His departure at the time followed a turbulent period, but today’s announcement underscores a dramatic and warm re-acceptance of the media icon into the club’s inner sanctum.
What Will Eddie Do?
According to Gardiner and McRae, McGuire’s new role will focus on mentorship, strategic partnerships, and enhancing club culture, particularly as Collingwood seeks to deepen its community roots while adapting to the rapidly evolving landscape of professional sport.
“I’m not here to run the place,” McGuire said with a grin, addressing a packed media room. “I’m here to serve. To support Fly [McRae], the players, and everyone in the black and white family. Collingwood is my blood, and I’m proud to be home.”
His return reportedly came after months of behind-the-scenes conversations with key figures, including CEO Craig Kelly, coach McRae, and members of the current board.
A Reignited Alliance
The presence of Craig McRae at the announcement was significant, signaling unity and a shared vision. Sources close to the club say McRae played a pivotal role in encouraging McGuire’s return — seeing value in leveraging his media savvy, commercial connections, and institutional memory as the Magpies continue to build on their strong on-field performance in recent seasons.
“There’s a lot Eddie can give,” McRae told reporters. “And what’s great is that he’s not coming in to take control, but to add value. That’s powerful.”
Reaction from the AFL Community
Reactions have poured in from across the AFL landscape. Prominent figures, including former players, media personalities, and club officials, welcomed the announcement.
“You might love him or hate him, but no one lives and breathes a club like Eddie does with Collingwood,” one senior AFL executive commented off-record. “This could be a masterstroke.”
Fans too have reacted with a mix of nostalgia and optimism. Social media was awash with posts praising the club’s bold move, with hashtags like #EddieIsBack and #CollingwoodForever trending within hours.
What’s Next?
With the AFL offseason in full swing, McGuire’s re-entry into Collingwood sets the stage for a potentially transformative chapter. While his new title may be unconventional, there’s no doubt that the weight of his experience, media acumen, and magnetic presence will be closely watched — by friend and foe alike.
One thing is clear: Eddie’s back, and so is the Collingwood swagger.
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