In a development that has sent ripples of excitement through the AFL community, the Collingwood Football Club has confirmed the return of one of its most iconic figures — Tony Shaw. After decades of involvement with the club as a player, coach, media figure, and passionate advocate, Shaw will assume the role of President beginning in the 2025 AFL season. The announcement was made during a packed press conference at the AIA Centre on Wednesday morning, with senior club executives, past legends, and fans in attendance.
The return of Shaw signals both a nostalgic homecoming and a strategic power shift at the top of the club’s leadership hierarchy. Shaw replaces outgoing president Jeff Browne, who announced last month he would step down at the conclusion of the 2024 season. Browne’s tenure, marked by financial stabilization and strong on-field performances, ends on a high note, and he has publicly endorsed Shaw as the ideal successor to build on Collingwood’s momentum.
Tony Shaw’s legacy at Collingwood is legendary. He played 313 games for the club from 1977 to 1994, captaining the side from 1987 until his retirement. Under his leadership, Collingwood broke a 32-year premiership drought in 1990 — a moment etched into AFL history. Shaw later went on to coach the club from 1996 to 1999, and although his coaching stint yielded mixed results, his passion and love for the black-and-white stripes were never in question.
“I’ve never stopped being a Magpie,” said Shaw during his first address as President-elect. “It’s in my blood. I’ve watched every game, cheered every goal, and hurt with every loss. Now, I’ve been given the chance to serve again — not as a player or coach this time, but as a leader who can help guide this club into the future.”
Shaw, who has spent much of the past two decades in the media as a commentator and analyst, has remained an outspoken advocate for Collingwood. His commentary was often balanced with praise and constructive criticism, showing he remained deeply invested in the club’s progress even while away from official roles.
Vision for the Future
When asked about his vision for Collingwood moving forward, Shaw outlined a comprehensive plan rooted in tradition, innovation, and community.
“Our club has a proud history, but we must also be future-focused. We have one of the largest supporter bases in the country — we owe it to them to be more than just a football team,” he said. “We want to lead in culture, community engagement, Indigenous and multicultural inclusion, and of course — we want to win premierships.”
Shaw emphasized the importance of investing in the club’s youth academy, women’s program, and off-field mental health initiatives. He also hinted at plans to further expand Collingwood’s community outreach, particularly in underserved areas across Victoria.
In terms of on-field strategy, Shaw made it clear he would work closely with senior coach Craig McRae, footy director Graham Wright, and captain Darcy Moore to ensure that Collingwood remains competitive and consistent.
“This isn’t about me coming in and shaking things up,” Shaw added. “It’s about continuity, support, and values. We’ve got an exceptional football department and I trust them to do what they do best. My job is to back them up and make sure they have the resources and support to succeed.”
Reactions from the AFL World
Reactions from former players, coaches, and fans have been overwhelmingly positive.
Nathan Buckley, Shaw’s former protégé and Collingwood coaching successor, tweeted: “No one bleeds black and white like Shawy. This is a great day for the club. #MagpieArmy.”
Eddie McGuire, former Collingwood president and fellow media personality, expressed his admiration as well. “Tony has always been the heart and soul of Collingwood. This appointment is poetic — a true legend returning to steer the ship. The club is in good hands.”
Supporters flooded social media with their excitement and approval. One fan on X (formerly Twitter) posted, “Tony Shaw is the president Collingwood needed. He gets it. He is Collingwood.”
Others noted the symbolic importance of Shaw’s appointment, coming at a time when many AFL clubs are reconnecting with their roots while navigating the challenges of commercialization and changing audience expectations.
Challenges Ahead
Despite the optimism, Shaw’s presidency is not without its challenges. The AFL landscape is evolving rapidly, with expansion, fixture congestion, concussion protocols, and player welfare becoming increasingly complex issues. Collingwood, one of the AFL’s biggest brands, faces immense scrutiny both on and off the field.
The club is also working to ensure its AFLW team continues to grow and remains a contender in the women’s competition. Shaw has already expressed his commitment to elevating the women’s program, calling it “a crucial part of the club’s identity moving forward.”
Financially, while Collingwood is in a relatively strong position, it must continue to innovate to maintain its revenue streams and competitive edge in an era of escalating salary caps, stadium negotiations, and digital engagement.
“I know this won’t be easy,” Shaw admitted. “But I’ve never walked away from a hard task in my life. If anything, Collingwood is built on resilience — and that’s what I bring.”
A New Era Begins
Tony Shaw’s return is more than just a ceremonial nod to the past — it’s a calculated decision aimed at balancing heritage with progress. With his credibility, charisma, and unwavering dedication to the club, Shaw represents both the heart and the future of Collingwood.
As the Magpies look ahead to 2025 and beyond, one thing is clear: with Shaw at the helm, the club is in the hands of someone who understands its soul better than most. Whether it leads to more premierships, deeper community ties, or a new chapter in AFL excellence, one thing is certain — the Magpie Army will march behind their President with unwavering pride.
Collingwood has flown high before — and under Tony Shaw, it may just soar higher than ever
