AFL fans have reacted with anger to a letter sent by Collingwood to the football club’s members and supporters.
A social media storm erupted on Thursday when one social media user shared a photo on X of a hard copy letter posted from the AFL powerhouse to one of the club’s members.
The letter contained details of the club’s “bequests” process where supporters are encouraged to “leave a gift of their Will to the Collingwood Football Club”.
A photo of a letter one social media user says was mailed to his mum has gone viral in footy circles.
The Collingwood Football Club has confirmed to news.com.au the letter pictured is legitimate.
It is understood the letter was only sent to members over the age of 50.
It is the first time the club has launched a “bequests” process. Collingwood is not the first Australian sporting organisation to launch such an operation and the majority of AFL clubs have similar processes in place.
The photo of the letter shows the club has messaged supporters with instructions on amending existing wills.
The club has further details about its “bequests” program on its official website.
The letter was headlined: “Yes! I will Stand Side by Side forever”.
The letter reads: “By joining side by sign forever with a gift in your will, you can leave a lasting mark on the club you love.
“Your support helps ensure every Magpie — past, present and future — stands together in strength, spirit and unity”.
Another part of the letter posted includes the note: “If you already have a will, it’s easy to make changes so your legacy can include Collingwood”.
The social media user that first shared the letter has been contacted by news.com.au.
The user posted the photo while writing: “Um. My mum got this today. Are they serious? How much money do they need?”
In another post, the user wrote: “We do a lot of good stuff but sending my 78 year old Mum this when she is battling a bit is pretty s***. And I will be letting them know. Dont worry.
“They tried to take her reserved seat back last year — now they want to be in her will. A***holes”
He responded to another X user by wrting: “Mum binned it. Disgusting.”
One person who saw the post wrote: “I find myself actually disliking this club sometimes over the last couple of years. Their obsession with money is vile”.
The post has been viewed more than 120,00 times as of Thursday afternoon.
Former AFL player turned media personality Daniel Gorringe took aim at the club, posting on his Dan Does Footy account.
In a statement provided to news.com.au, Collingwood CEO Craig Kelly offered up an apology to anybody who was upset at the letter.
“We sincerely apologise to anyone who felt upset or uncomfortable receiving this communication – particularly supporters currently navigating difficult circumstances,” Kelly said.
“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.”
Bizarrely it wasn’t just social media users sharing the image with other Australian sporting clubs joining in.
BBL franchise Melbourne Stars posted: “We’ll accept gifts from our alive fans. Would love a Sammy Harper jersey if anyone’s got one”.
The Tasmania Devils’ official X account also shared the image while making a joke about the 19th club’s own membership process and included a link to the club’s membership page. That post has now been deleted.
Collingwood’s official website has instructions on how the bequests process works digitally.
“Our Club is built on a great history of togetherness and community,” the club states on its website.
“This support for each other has been in place since the Club was founded in 1892 when a group of passionate supporters decided that being “side-by-side” was an essential part of the essence, and the future of Collingwood.
“Side by Side Forever has been created in recognition of Members & Supporters who, after looking after their family and loved ones, chose to leave a Gift in their Will to Collingwood Football Club.
“Bequests are growing as a way of supporters ensuring their own legacy and love for their Club is felt for generations to come. It is a powerful way of showing your support in the future without impacting on your finances today.”
According to the website, users of the Side By Side Forever program receive invitations to exclusive recognition events with guest speakers including past and present players, a commemorative lapel pin and commemorative apron (due to arrive early 2026) and access to certain game day specials and experiences when available.
The website states Side by Side Forever participants are able to let the club know which area of the club’s operations they would like the funds to go towards.
This includes one option for participants to direct their funds towards the club’s community work.
The Magpies begin their 2026 season against St Kilda at the MCG on March 8.