Collingwood AFLW Program Under Review After Failed Starcevich Pursuit
Magpies initiate external review of women's program following coach Craig Starcevich's contract extension.
1Failed Pursuit of Starcevich
Collingwood CEO Craig Kelly attempted to recruit dual premiership coach Craig Starcevich to revitalize the struggling Magpies AFLW program. Starcevich, a former teammate of Kelly, declined the late approach. He instead signed a three-year contract extension with the Brisbane Lions, citing his deep commitment to the club's established culture and people.
2Shift in Leadership Stance
Collingwood leadership initially resisted external intervention, with CEO Craig Kelly stating on October 17 that the club could manage its own internal review. However, following a board meeting on Tuesday, the executive team reversed this position. They officially announced the engagement of an independent external expert to evaluate their women's program.
3Internal Program Pressures
The Magpies are currently facing significant internal instability, highlighted by the departure of captain Ruby Schleicher. Several senior players have voiced concerns regarding the lack of direction and improvement within the AFLW program. This follows the resignation of senior coach Sam Wright, leaving the club in a precarious position regarding future leadership.
4Commitment to Organizational Change
Collingwood president Barry Carp acknowledged that the club has not met performance standards on or off the field. The board is now prioritizing an external perspective to challenge existing approaches. This review aims to identify specific areas for improvement, though the club has not yet provided a definitive timeframe for completion.
5The Brisbane Lions Benchmark
Starcevich remains the longest-serving coach at a single AFLW club, having led the Lions to two premierships and seven grand finals. He attributes this success to a one-club mentality and consistent leadership support. The Lions were the first club to purpose-build a facility housing both men’s and women’s football programs.
6Culture as a Competitive Advantage
Starcevich identifies the Brisbane Lions as the most powerful club in the AFL due to their integrated workplace culture. Staff and academy players mingle frequently, fostering a unified environment. He notes that while early facility constraints caused initial friction, the move to Springfield five years ago successfully eliminated those structural stresses.
7Broader League Instability
The AFLW is currently experiencing significant turnover, with St Kilda and Essendon also seeking new senior coaches after disappointing seasons. St Kilda has similarly initiated an independent investigation following the resignation of Nick Dal Santo. These developments underscore a wider industry struggle to stabilize programs amidst rapid league expansion and growth.
8Future Outlook and Resilience
Despite a challenging season marked by an extensive injury list, Starcevich remains optimistic about the Lions' future. He emphasizes that the team retains a strong competitive drive and is preparing for next year with a focus on academy talent. The club continues to prioritize long-term stability over short-term reactionary measures.