Collingwood president Eddie McGuire’s fall from penthouse to outhouse

Collingwood President Eddie McGuire leaves Collingwood with his wife Carla and sons Joe and Alexander after resigning as Magpies president. Picture: Alex Coppel.

Eddie McGuire was flying high on the Gold Coast last October, celebrating an almighty win by the Magpies from his penthouse at Star Casino.

Collingwood had pulled off a challenge considered nearly impossible, having emerged from quarantine in Perth to edge West Coast on their home turf in a thrilling elimination final.

It was the bravest of efforts and one of their finest wins in McGuire’s 22-year presidency. In a unique season, the Magpies’ premiership dreams were alive.

McGuire had watched with his son Joe and was in the mood to celebrate. An order was dispatched downstairs for a round of expensive liquor to be delivered to their room which, despite being named the penthouse level, sat one below the top floor.

It was the last win McGuire witnessed as Collingwood president. And the months since have been a nightmare as he has gone from the penthouse to the outhouse.

The Pies were pummelled a week later by Geelong. The trade period was a disaster as beloved players were shunted out the door, linked to a failed deal to win back Dayne Beams from Brisbane.

It once seemed possible McGuire would hold the presidency at Collingwood for as long as he drew breath. But his invincibility had been punctured.

By December, “Eddie Everywhere” announced he would serve one final year to steer the club out of the lingering economic impact of the COVID-19 crisis. Then the ‘Do Better’ report was leaked, revealing damning claims of systemic racism at the club.

Against counsel, McGuire was bullish. Forget the past. Bring on the future. It was a “historic and proud” day for the club. It was a monumental misreading of the moment.

As he choked up with emotion on Tuesday, he lamented his choice of words that day. He had gone off script. And it ended him.

The 56-year-old, who indisputably rebuilt Collingwood into Australia’s most powerful club, had survived previous scandals sparked by his own words.

That history, combined with the intensive spotlight on Collingwood and anyone associated with McGuire from politicians to key sponsors, proved too much.

There would be no riding out this storm, no matter the support of Victorian Premier Dan Andrews or his media partners, or even rank-and-file fans such as former Magpies cheer squad leader ‘Joffa’ Corfe.

But just as Corfe has never spoken for all Collingwood supporters, nor does the Victorian Premier or other key backers.

The backlash against McGuire was widespread and it was intense.

Present players were clearly angry. Some past Magpies too. The Magpie Army was divided.

Sponsors as significant as Emirates, CGU Insurance, La Trobe Financial and Nike were quizzed about their stance on racism.

That was the reason the hoarding behind McGuire as he made his final address on Tuesday featured only the Collingwood logo, not the markings of the club’s sponsors. They were side-by-side no more.

Prominent politicians, indigenous leaders, academics and writers signed an open letter calling for his head on Tuesday, which was published in Melbourne’s metropolitan papers.

But McGuire’s tenure was already in crisis at that point. Football’s great survivor could see the epitaph of his presidency.

For all his outstanding achievements, which he listed at length on Tuesday, the damage this time was too great.

It was hurting his family. It was causing rancour at Collingwood and damaging the club. Most importantly, it had detracted from what the Do Better report clearly demanded.

McGuire is clearly devastated. It might be the first time in his tenure at Collingwood or anywhere, for that matter, that he has not taken a question. He had been emotional when announcing an end date to his tenure two months ago, but that came via an online members forum.

On Tuesday, his people sat watching him. Nathan Buckley was there. Brodie Grundy and Mason Cox were tucked away to the side. There were dozens of players and staff members.

That made an already traumatic situation far harder to handle. Among the final people to file into the room for his farewell were his wife Carla and sons Alexander and Joe, who sat in the front row wearing face masks.

As McGuire noted, he had been Magpies president for the entirety of his sons’ lives.

That night on the Gold Coast, where he sat with Joe watching Collingwood’s most recent win on October 3, feels a lifetime ago.