Collingwood have officially appointed 1990 premiership player and former player manager Craig Kelly as their new CEO.
As reported by The Age in November, Kelly was expected to be appointed in the role before the start of the 2023 season.
Player agent and Collingwood 1990 premiership player Craig Kelly has been appointed Collingwood CEO.Credit:Getty Images
The Kelly move is a significant shake-up to the AFL ecosystem as his player management company, TLA, is easily the largest, with more than 300 AFL players on its books and significant contracts for marketing and events management with the AFL itself.
Kelly will start as CEO on February 20 and will step down from all TLA executive and board positions.
Pies president Jeff Browne said he was delighted that Kelly had accepted the role and was looking forward to him leading the next chapter at Collingwood.
“Craig Kelly is an extremely well-rounded professional and a highly respected person within the football community who has the ideal skill set to be the CEO of our great Club,” Browne said.
“Craig understands better than most the requirements of a strong and successful football club. His three-decades of vast experience in managing AFL and key sporting talent, driving a high-performance environment and delivering successful results was a key factor in his appointment.
“We look forward to welcoming Craig back at the Pies as CEO during what is a truly exciting time for the Collingwood Football Club and all of our members and supporters.
“I want to also thank Graham Wright for an outstanding job as interim CEO and the wider executive team who took on additional responsibilities over recent months. Graham has led us with great passion and expertise.”
Kelly said he was honoured to be appointed CEO.
“The Collingwood Football Club means a lot to many people, including my family, and I feel privileged to be able to lead our club as it continues to progress,” Kelly said.
“There is momentum at Collingwood, and I look forward to building relationships across the Club and working alongside the board, staff, coaches and athletes as we enter the next phase.
“It has been an incredible 26 years growing ESP/TLA alongside our dedicated staff – both past and present. I would like to thank everyone at TLA, in particular the outstanding executive team and our amazing talent – a lot who are lifelong friends of myself and my family. Without the talent, and the incredible sports and long-term clients we work with, the journey would not have been as fun or fulfilling as it has been.”
One of Kelly’s sons, Will, is on the Magpies’ list, while his other son, Jake, plays for Essendon. Former CEO Mark Anderson left the Pies in November, and Wright has been acting CEO in the interim.
In effect, Kelly has been an influential figure at Collingwood for years with multiple connections to key Collingwood people, having been the manager and close confidante of former coach and champion player Nathan Buckley.
He was an immediate and strong supporter of Browne when the former Channel Nine boss launched his bid for the presidency of Collingwood in the post-Eddie McGuire period, replacing Mark Korda, who served one season in the job.
Collingwood have also appointed experienced leader Ian Paterson to the role of chief commercial officer.
MORE TO COME
