A member of Collingwood’s 1990 Premiership side, Craig enjoyed a successful AFL career at the Magpies between 1989 – 1996, playing 122 games and kicking 43 goals as a defender.

During his playing career, Craig also led the marketing and sales and events division of the Club, which post-career saw him contracted by the AFL to manage AFL Pro Squad – a new player, marketing and promotions business at the time.

In 1996, Craig then went on to be one of three founders of TLA (formerly ESP) – a leading sports marketing agency with expertise across talent management, events management and activations, communications and content, digital and broadcast media, technology and game day operations, and merchandise.

There, Craig became a highly respected talent manager and a long-term Chief Executive Officer of the company, overseeing operations in Australia and the United Kingdom. 

President Jeff Browne said he was delighted Craig Kelly accepted the role and was looking forward to him leading the next chapter of the Collingwood Football Club.

“Craig Kelly is an extremely well-rounded professional and a highly-respected person within the football community who has the ideal skillset 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.”

Craig Kelly said he was honoured to be appointed as the next leader of the Collingwood Football Club.

“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.

“I am incredibly honoured to be provided with the opportunity to return to the Pies and give back to the Collingwood community.

“The Club has continued to grow and expand over the years and I am excited to steer that growth while supporting and developing the talent of our people, both on and off the field.

“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.” 

Craig will commence in his role at the Club on Monday, February 20. He will step down from all TLA Executive and Board positions as a result of becoming the Collingwood CEO.

Collingwood has also appointed experienced leader Ian Paterson to the role of Chief Commercial Officer. Ian has held senior roles at the Seven Network and at Channel Nine where he served 20 years as Managing Director and Director of Commercial Partnerships for the network. Ian commenced in his role at the Club in recent weeks.