As everyone who follows the game well knows, Richards is one of the most loved figures in the history of not only Collingwood but of Australian Football itself.
A member of a family that spurned five Collingwood footballers (including his grandfather Charlie Pannam, uncles Charlie and Alby Pannam and younger brother Ron), Lou is synonymous with the club, code and city he holds so dear.
He led the club to its 12th premiership in 1953 and played a total of 250 games in the black and white between 1941 and 1955. In Collingwood's 120 year history, Richards sits equal 10th (alongside Peter Daicos) on the list of games played, while his 403 goals see him seventh overall for goals kicked (30 goals behind his uncle Alby Pannam).
But for all of his great deeds as one of the game's greatest rovers-cum-small forwards, Richards is just as famous for his pioneering role in football media.
He co-hosted the famous League Teams and was a key member of the World of Sport panel during the 1960s-1980, as well as calling several of the VFL's most iconic on-field moments from the commentary box during the era.
His outlandish antics alongside the likes of Jack Dyer and Bob Davis helped pave the way for today's stars of football television.
It has been said several times that the size of the football entertainment industry, that accommodates a 24-hour channel dedicated to the game as well as enormous ratings for programs such as the 20-year-old The Footy Show, and plays such a pivotal role in the growth of the game in the modern era can be attributed to Richards and his contemporaries on Channel Seven between 1960 and 1990.
At the age of 90, Lou remains big news in Melbourne.
His updated autobiography, Lou: A Wonderful Life (written with Stephen Philips), was released in front of a packed media gathering in a plush corporate dining room at the MCG last September. He continues to make cameo appearances on The Footy Show, which has named its Player of the Year award in his honour.
Happy 90th Birthday Lou, from everyone involved at the Collingwood Football Club and the game of Australian Football, and many happy returns. Long may you reign!
