Collingwood Football Club CEO Craig Kelly will vacate his position at the end of 2027 [1].
The announcement establishes a long-term succession plan for one of the most prominent clubs in the Australian Football League. By naming a clear successor now, the organization aims to maintain stability and operational continuity during the transition.
As part of the leadership shift, senior executive Kerrie Brewer has been promoted [1]. Brewer now serves as the clear second-in-charge at the Melbourne-based club [1]. This structural change ensures that Brewer is positioned to lead the organization following Kelly's departure.
Kelly said he will remain in the top job through the end of next calendar year [1]. The timeline allows the club to manage its current strategic goals while integrating Brewer into a more prominent leadership role over the coming months.
The move comes as the club navigates the complexities of professional sports management in Australia. The appointment of Brewer as the designated successor minimizes the risk of a leadership vacuum, a common challenge for major sporting franchises during executive turnovers.
While the club has not detailed specific reasons for the timing of the exit, the transition is presented as a planned evolution of the club's executive team [1]. Kelly's tenure will conclude after the 2027 season, marking the end of his leadership period at the helm of the club.
“Craig Kelly will vacate his position at the end of 2027”
This planned transition suggests a strategic effort by Collingwood to avoid the volatility often associated with sudden executive changes. By providing a nearly two-year window before the official handover, the club is signaling to stakeholders and sponsors that its internal governance is stable and that Brewer has the full confidence of the board to take over the CEO role.