In a blockbuster off-field move that has sent shockwaves through the AFL community, Collingwood Football Club CEO Craig Kelly has confirmed the appointment of club great Tony Shaw as the new General Manager of Football. The decision comes after months of mounting pressure on outgoing GM Charlie Gardiner, whose tenure has been marred by a string of controversies, inconsistent on-field performances, and internal instability.
This strategic appointment signals a decisive shift in leadership for the Magpies, as the club looks to recenter its football department around a figure who understands its culture, values, and expectations. Shaw, a former Collingwood premiership captain and one of the most respected voices in football media, returns to the club with a mission: to restore pride, performance, and direction to a football program that has lost its way.
A Return to Black and White Roots
Tony Shaw is no stranger to the Holden Centre. With 313 games in the black and white, a 1990 premiership under his captaincy, and a stint as senior coach, Shaw’s life has been interwoven with the Collingwood story for over four decades. His appointment has been welcomed by past players, fans, and club insiders who believe a steady, no-nonsense leader was desperately needed at the helm.
“Tony bleeds black and white,” said CEO Craig Kelly. “His football IQ, honesty, and deep understanding of this club make him the perfect person to lead our football operations into the future. This isn’t about sentiment—it’s about standards.”
The Gardiner Era: Promising Start, Disappointing Finish
Charlie Gardiner, who was brought into the GM role with high expectations, departs under a cloud following a series of questionable list management calls, coaching staff instability, and a lack of clear identity on-field. While the 2023 season showed promise, the 2024 campaign was defined by inconsistency, injuries mismanaged, and reported rifts between key players and football department staff.
Insiders suggest communication breakdowns, particularly between senior football staff and the playing group, contributed to an environment lacking cohesion and long-term vision. Several high-profile departures and missed opportunities at the trade table only added to the frustration.
Kelly’s decision to move on from Gardiner and bring in Shaw reflects a desire to bring unity and clarity back to a department that had lost both.
Shaw’s Vision: Honesty, Accountability, Culture
Known for his forthright style and deep football knowledge, Shaw has already outlined his early priorities: building a robust development program, improving alignment between the senior team and VFL squad, and ensuring stronger relationships between coaches, players, and staff.
Speaking at his introductory press conference, Shaw was characteristically blunt but optimistic.
“We’re not here to make up the numbers,” he said. “Collingwood expects excellence, and that’s what we’re going to demand across every level of the club—from the gym to the boardroom. This place has been drifting. That ends now.”
He also hinted at bringing back some former Collingwood players and coaches into key development and cultural roles, aiming to rekindle the identity that has made the club one of the most formidable in AFL history.
Player and Fan Reaction: Unified and Uplifted
The reaction from players and fans has been overwhelmingly positive. Several senior players, speaking off the record, said Shaw’s appointment was a “breath of fresh air” and that the group welcomed the return of a “football-first mindset.”
On social media, Magpie faithful were quick to voice their approval.
“Shaw back at the club? Finally some real leadership,” wrote one supporter on X (formerly Twitter). “We’ve needed someone who knows what Collingwood is—not just how to run a spreadsheet.”
What Comes Next?
With the AFL Draft and Trade Period just around the corner, Shaw will be thrown straight into the deep end. Tough decisions await—on contracts, assistant coaching staff, and the future direction of the list.
However, for the first time in a while, Collingwood supporters have something that had been fading fast: belief.
Craig Kelly’s bold call to bring in Tony Shaw could prove to be the catalyst for a new era at the club—one built on grit, tradition, and a relentless drive for success. Just the way Shaw—and Collingwood—likes it.
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