Collingwood has acknowledged major failures in its AFLW program and will appoint an external consultant for a strategic review, just days after dismissing the need for outside help and suffering a scoreless loss. The announcement follows the departure of coach Sam Wright and mounting pressure over a potential senior player exodus.
Collingwood Admits Program Failures and Orders Strategic Review
Collingwood has officially pledged to overhaul its struggling women’s program after pledging to thoroughly review the wreckage of its AFLW program. Club president Barry Carp issued a stark admission on Wednesday afternoon, conceding that the Magpies had missed the mark both on and off the field.
Our AFLW program is an integral part of Collingwood, and we are committed to ensuring it is positioned for sustained success. The board, together with the executive team, acknowledges that we haven’t got it right — we take responsibility for that and are committed to getting better, both on and off the field. Engaging an expert outside Collingwood is important for us to provide a broader perspective, challenge our existing approaches and identify what needs to improve or change.
The decision marks a sharp reversal from leadership. Just weeks prior, CEO Craig Kelly declared the club did not need one, telling media that internal staff could handle necessary evaluations. Following a board meeting on Tuesday, executives pivoted, deciding that an independent external expert
must work alongside the club’s AFLW sub-committee to address mounting structural and cultural concerns.
Sam Wright Steps Down Following Scoreless Loss
The review comes on the heels of a disastrous campaign that culminated in a brutal reality for the Pies during a Friday night fixture against Port Adelaide at Alberton. Collingwood failed to kick a goal for the first time in club history, suffering a 52-4 defeat that pushed their record to 1-10 in their 100th game.
Senior coach Sam Wright announced he would step down from his role, confirming that Sunday’s match against Essendon at Windy Hill will mark his final game in charge. Wright expressed gratitude for his three-year tenure while acknowledging the toll of the struggling campaign.
It has been a privilege to serve the AFLW program at Collingwood. I will always look back on my time at the Pies with gratitude, and I want to thank every player, coach, staff member and supporter I’ve shared this journey with. While these decisions are never easy, I know it is the right one for my family and the football program as we move forward.
External Critics Highlight Defensive Systems and Leadership Disconnect
The team’s on-field struggles drew pointed criticism from league pioneers. Former Port Adelaide coach Lauren Arnell dissected Wright’s tactical approach on ABC Radio, arguing that deploying two extra players behind the ball systematically dismantled the team’s scoring capability.
Arnell also pointed to CEO Craig Kelly’s earlier public defenses of the program as evidence of a widening chasm between the executive office and the playing group. Former Brisbane star Kate McCarthy similarly described the side’s downward spiral as a stark awakening for a foundation club.
Player Exodus Looms Ahead of December Trade Period
With the home-and-away season closing, the Magpies face a severe retention crisis. Captain Ruby Schleicher is set to return home to Western Australia on a reported four-year deal with West Coast, while several other key players remain out of contract.
Observers expect widespread roster movement in December as out-of-contract athletes evaluate whether the club provides a competitive environment.
Craig Starcevich Rebuffs Late Collingwood Approach
Amid the upheaval, Collingwood made a late play to lure dual premiership coach Craig Starcevich back to Victoria. Starcevich, a 1990 premiership teammate of CEO Craig Kelly, was approached to help stabilize the struggling Magpies program.
Starcevich rebuffed the overture, confirming that the call arrived too late while he was finalizing his commitment to Brisbane. Instead, he signed a three-year contract extension with the Brisbane Lions, praising his club’s integrated male and female facilities and unified organizational culture.
While Starcevich also weighed an exploratory look at expansion side Tasmania — which is currently searching for its inaugural coach — he chose to remain anchored at Brighton Homes Arena.