In a surprise move that has sent shockwaves through the AFL community, Collingwood Football CEO Craig Kelly took to social media in the early hours of this morning to deliver what he described as a “monumental announcement” for the Magpies’ faithful.
Posting just after 3 a.m., Kelly – the former premiership player turned executive – declared: “MARK MY WORDS: The best is yet to come for Collingwood. We’ve secured groundbreaking partnerships, bolstered our list with elite talent, and reinforced our commitment to community impact like never before. This is just the beginning of a new era of dominance.”
While details remain sparse in the initial post, sources close to the club indicate Kelly’s revelation centers on a multi-year extension of the club’s premier partnership with Korean automotive giant KGM, which recently saw the rebranding of the Olympic Park headquarters to the KGM Centre. The deal is rumored to inject significant funds into high-performance facilities and player development programs.
Adding fuel to the excitement, Kelly hinted at further reinforcements to the football department following recent high-profile appointments, including former Essendon captain Dyson Heppell as a development coach and experienced ruck mentor Greg Stafford.
This comes on the heels of a strong off-season for the Magpies, who posted a $4.55 million profit, achieved record membership numbers exceeding 112,000, and received AFL assistance for their AFLW program. Under new president Barry Carp and with coach Craig McRae at the helm, the club appears poised for another assault on the premiership.
Kelly, known for his no-nonsense approach since taking the CEO role in 2023, concluded his post with a rallying cry: “Side by side, we’re building something unbreakable. Black and white army – get ready.”
Fans have flooded social media with reactions, with many hailing it as the wake-up call needed ahead of the 2026 season. Collingwood supporters, ever passionate, are already buzzing about what this “monumental” shift could mean for their beloved Pies.
The club is expected to release an official statement later today elaborating on the announcement. For now, Kelly’s bold words have certainly marked a new chapter – one that has the Magpie Army wide awake and eager for more.
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