Premiership hero Craig Kelly named new Collingwood CEO

Incoming Collingwood chief executive Craig Kelly has identified three clubs the Magpies must strive to overhaul if they are to go all the way to the top.

Collingwood champions Gavin Brown (left) and Craig Kelly in their playing days.

New Collingwood chief executive Craig Kelly has refuted any suggestions he will have a conflict of interest in his new role as he outlined his intention to turn the Magpies into a “juggernaut”.

In a major coup for new Pies boss Jeff Browne, the Magpies unveiled the 1990 premiership defender and powerful player agentas its new CEO on Monday after Kelly walked away from his management empire TLA to take charge of his former club.

Kelly, 56, sold his controlling stake in his company which manages hundreds of AFL players and several coaches three years ago, and the club does not believe Monday’s appointment constitutes a conflict of interest.

As a result of his new position at Collingwood, Kelly has stepped down from all TLA executive and board positions.

Craig Kelly understands better than most the requirements of a strong and successful football club.

Kelly said he felt privileged to return to his former club after the Magpies made an unlikely preliminary final under new coach Craig McRae in 2022.

“Social media needs to understand this — I do not manage players, there is no conflict,” Kelly said on SEN.

“I manage a couple of coaches. I’ve resigned, I now work for the Collingwood Football Club and I’m paid by the Collingwood Football Club.

“I’ll be doing everything I can to make that club successful, aligned and a juggernaut in the industry, that’s what we want it to be.”

Craig Kelly with son Will after he was drafted by the Pies in 2018. Picture: Michael Klein

Kelly pointed to Geelong, in particular, as an example of the whole-club alignment the Magpies needed to strive for.

“In good-run joint ... there is a benchmark there. Geelong have done exceptionally well in the last 12 months getting everything aligned,” Kelly said.

“I personally believe that unless you get it all aligned, unless you look at it and you have everyone playing their position like you have in a successful team, the footy gods don’t give you the end goal that you want.

“I think Sydney Swans, Geelong, Richmond, they are benchmarks and we have got to want to get to that whole level across our whole business, not just the footy department.”

Kelly was a member of the drought-breaking Pies premiership team 32 years ago under Leigh Matthews and his son Will is a current Pies player, while his other son Jake is at Essendon.

The top player agent replaces former swimming boss Mark Anderson, who exited the club last year.

Browne said he was delighted by the appointment.

“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.

“From a football perspective, Craig was a tough and passionate Collingwood footballer who represented the Magpies on 122 occasions — including as a member of our 1990 premiership side.

“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 lead us with great passion and expertise.”

Kelly founded the sports management company Elite Sports Properties in 1996 before it was bought out by US company TLA Worldwide.

Kelly is seen as one of the most influential and powerful figures in the game and is a close friend of outgoing league boss Gil McLachlan.

He will start work in his new role at the Pies next month.

The Pies have also appointed former television director Ian Paterson as their new Chief Commercial Officer.