The Collingwood Football Club has issued a formal apology following significant backlash after it sent letters to certain members of its AFL fanbase, specifically those aged over 50, requesting they consider leaving donations to the team as part of their wills. The correspondence, which detailed the club's 'bequests' process, was shared on social media by X user @wesy_b, revealing its contents to a wider audience.
Club's Bequest Programme Sparks Outrage
According to the Magpies, this initiative was a new programme slated for launch in 2026. The letter explicitly stated, 'By joining side by side forever with a gift in your will, you can leave a lasting mark on the club you love.' It further emphasised that such support would help ensure 'every Magpie - past, present, and future - stands together in strength, spirit and unity.'
The communication included a series of options for fans to tick and return to the club. Members could choose to donate funds immediately, pledge to incorporate a gift when they next updated their will, or discuss leaving a donation with a club representative. However, this approach quickly drew criticism from supporters who deemed it insensitive and inappropriate.
Fan Reactions and Social Media Backlash
X user @wesy_b explained that his 78-year-old mother had received the letter and subsequently 'binned' it, branding it as 'disgusting.' In a post captioned 'My mum got this today. Are they serious? How much money do they need?' he highlighted the widespread discontent among fans. Other social media users echoed this sentiment, with one labelling the letter a 'money grab' and 'gross,' while another criticised the club for alienating elderly supporters, calling it a 'bad look' for the team.
Further comments on X included claims that the club's 'obsession with money is vile,' with one fan sharing that their mother was 'shocked and horrified' upon receiving the letter. The backlash intensified as more fans reported similar experiences, leading to a public relations crisis for the 2019 premiers.
Collingwood's Apology and Explanation
In response to the uproar, Collingwood CEO Craig Kelly issued a statement to Wide World of Sports, expressing sincere apologies to anyone who felt upset or uncomfortable, particularly supporters facing difficult circumstances. Kelly clarified, 'Our intention was to offer members the option to consider a legacy gift if they wish – something that is commonplace across many AFL clubs and organisations.'
Despite this explanation, the apology did little to quell the controversy, as other AFL clubs joined in the criticism. The official Tasmanian AFL team's account posted a now-deleted response mocking the initiative, while the Melbourne Stars Big Bash League X account humorously noted they would accept gifts from alive fans instead.
Wider Context of Bequests in Australian Sports
It is understood that all other 17 AFL sides have similar bequests systems in place, indicating that such practices are not unique to Collingwood. Additionally, multiple NRL teams, including the Brisbane Broncos, Manly Sea Eagles, and the North Queensland Cowboys, have begun offering fans opportunities to donate gifts as part of their wills. The Broncos are believed to be pioneers in this area, having introduced their gifting programme back in 2020.
This incident underscores the delicate balance sports organisations must maintain when engaging with their fanbases, especially older members, regarding financial contributions. While legacy gifts are a common fundraising tool, the execution and timing of such requests can significantly impact public perception and club reputation.
