Former Collingwood president has hit out at the backlash being thrown the club’s way over a letter sent out to members.
Members over the age of 50 received a letter from the club which contained details of a “bequests” process where supporters are encouraged to “leave a gift of their Will to the Collingwood Football Club”.
Watch The 2026 AFL Pre-season AAMI Community Series LIVE and ad-break free during play on FOX FOOTY, available on Kayo Sports | New to Kayo? Join now and get your first month for just $1.
The storm erupted on social media when a user shared of photo on X of the letter that was sent to his mother.
As the backlash ensued, the club issued a formal apology to anybody who was upset at the letter.
McGuire said he understood that some members may have been caught off guard by it, considering the initiative had only just commenced.
But the AFL supremo said it is something that is common place across the industry and ultimately laughed it off.
“I’m disappointed I didn’t (get a letter). It must be my youthful looks,” McGuire said on Triple M’s Mick in the Morning.
“I’m just a supporter these days, so I’m on the outside of it all, but have you seen a greater beat-up story than this? Seriously!
“I can understand a bit of sensitivity, but you have got to remember that half of Collingwood’s list qualifies for that now! Pendles (referring to 38-year-old champion Scott Pendlebury) is at the front of the queue.”
McGuire said the initiative wasn’t something that was in play during his time in charge, but said the club was just following other clubs across the country.
“You fish where the fish are, don’t you?” he said laughing.
“Being honest for a second, every private school has a bequest situation. I’ll go back to my time, the Victoria Park used to lift by an inch every year in level from the amount of people who put their ashes on Victoria Park.
“Going back to the mid-90s, this has never come out … I’ll give you an exclusive! Collingwood’s finances weren’t going great and they were going to lose some money and out of nowhere a farmer from Albury left the club $1 million cash and it came from nowhere.
“So maybe that’s what’s at the back of everybody’s mind.”
Despite McGuire’s take, footy fans were not happy with the Pies with many taking to social media to vent their frustration.
“Um. My mum got this today. Are they serious? How much money do they need?” the user who first posted the letter wrote.
In another post he 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. Don’t 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”.
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.”
Collingwood’s official website has instructions on how the bequests process works digitally.
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.