{"id":490811,"date":"2026-02-19T19:44:28","date_gmt":"2026-02-19T19:44:28","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/490811\/"},"modified":"2026-02-19T19:44:28","modified_gmt":"2026-02-19T19:44:28","slug":"collingwood-apologise-for-letter-informing-fans-they-can-change-their-will-to-support-the-club","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/490811\/","title":{"rendered":"Collingwood apologise for letter informing fans they can change their will to support the club"},"content":{"rendered":"

Collingwood<\/a> have apologised after a letter delivered to fans aged over 50, including some with life-threatening illnesses, promoting the club\u2019s bequest program went viral on social media, sparking widespread outrage among AFL<\/a> followers who accused the club of insensitivity and \u201cvile\u201d cash grabbing.<\/p>\n

While all AFL clubs have various bequest programs (and some have had them for years), it is understood the Collingwood program is a totally new initiative.<\/p>\n

It is also understood the letter-drop \u2014 which is a fresh push to promote the club\u2019s new bequest program \u2014 has targeted an over-50 demographic (standard practice for such campaigns).<\/p>\n

Know the news with the 7NEWS app: Download today Arrow<\/a><\/p>\n

The letter tells people that it is \u201ceasy to make changes\u201d to your will \u201cso your legacy can include Collingwood\u201d … and it has clearly hit a raw nerve.<\/p>\n

\u201cUm. My mum got this today. Are they serious? How much money do they need?\u201d a fan asked on social media while sharing a picture of the letter sent to his elderly mother received.<\/p>\n

The letter, has the all-caps title: YES! I WILL STAND SIDE BY SIDE FOREVER.<\/p>\n

It then has boxes to check, such as: \u201cYes, I would like to be Side by Side Forever and leave my legacy to the Club I love. I have included Collingwood Football Club in my Will \u2014 please send me my Welcome Pack.\u201d<\/p>\n

Collingwood boss Craig Kelly apologised in a statement late on Thursday afternoon in the wake of the serious blowback.<\/p>\n

\u201cWe sincerely apologise to anyone who felt upset or uncomfortable receiving this communication \u2014 particularly supporters currently navigating difficult circumstances,\u201d Kelly said.<\/p>\n

\u201cOur intention was to offer members the option to consider a legacy gift if they wish \u2014 something that is commonplace across many AFL clubs and organisations.\u201d<\/p>\n

7NEWS Melbourne reporter Laura Turner noted the club is not changing its policy, only saying sorry for the letter.<\/p>\n

Magpies supporter Paige Cardona said it was difficult for her father, a lifelong Pies fan, to receive the communication during his battle with leukaemia.<\/p>\n

\u201cThere\u2019s lots of costs associated with that so it feels pretty awful,\u201d Paige told 7NEWS.<\/p>\n

\u201cIf there\u2019s inheritance there you would think that would usually fall to children, partners, family first and foremost \u2014 not a football club that\u2019s doing alright for itself.\u201d<\/p>\n

Former AFL player and famous podcaster Dan Gorringe was among the critics when the letter first went viral, calling the scheme \u201cunbelievable\u201d.<\/p>\n

Gorringe said the club asked him to delete his Instagram story about it, but then he put up another version, saying \u201cI\u2019m still outraged\u201d.<\/p>\n

\u201cThey had an issue with something (in my other story) … but not about taking money from the dead,\u201d Gorringe said.<\/p>\n

\u201cI\u2019m still outraged about that. We should be, it\u2019s unbelievable scenes that they are asking (people) to be part of the club and still leave them in your will when you die.<\/p>\n

\u201cImagine going to your lawyer and being like, \u2018Hey, I give everything to Collingwood.\u2019 … (Lawyer asks) why. You say, got a letter.<\/p>\n

\u201cUnbelievable scenes. When I die, Carlton isn\u2019t getting s***.\u201d<\/p>\n

The fan who shared the image of the Collingwood letter acknowledged that the club \u201cdo a lot of good stuff\u201d.<\/p>\n

\u201cBut sending my 78-year-old mum this when she is battling a bit is pretty s***. And I will be letting them know. Don\u2019t worry,\u201d he said.<\/p>\n

\"CollingwoodCollingwood CEO Craig Kelly has apologised for the letter. Credit: AAP<\/p>\n

The post went viral with AFL followers fuming.<\/p>\n

\u201cIf this is legit, it\u2019s in pretty poor taste,\u201d one fan said on Reddit.<\/p>\n

While another said on X: \u201cMy dad got one as well . He wasn\u2019t impressed … I don\u2019t think the club has really thought this through … imagine a supporter receiving that while they are in a hospice or having end-of-life care.\u201d<\/p>\n

And another: \u201cMy mum got one yesterday. She tore it up and binned it.<\/p>\n

And another: \u201cI find myself actually disliking this club sometimes over the last couple of years. Their obsession with money is vile.\u201d<\/p>\n

And another: That is nothing short of … disgusting.\u201d<\/p>\n

As referenced by Kelly, the practice is not new.<\/p>\n

Hawthorn relaunched their bequest society called Always Hawthorn back in 2014.<\/p>\n

And also in 2014 the Adelaide Crows received around $1.5 million from their bequest program.<\/p>\n

Several AFL clubs share the online service that Collingwood uses (called everywill) which offers a free online will service.<\/p>\n

The AFL clubs\u2019 bequest programs <\/p>\n

– Adelaide: Crows Forever<\/p>\n

– Brisbane: Brisbane Lions Foundation<\/p>\n

– Carlton: Blues Forever<\/p>\n

– Collingwood: Side-by-Side Forever<\/p>\n

– Essendon: Bombers Forever<\/p>\n

– Fremantle: Fremantle Foundation<\/p>\n

– Geelong: Geelong Cats Forever<\/p>\n

– Gold Coast: Gold Coast Suns Foundation<\/p>\n

– GWS: Giants Foundation<\/p>\n

– Hawthorn: Always Hawthorn Bequest Club<\/p>\n

– Melbourne: Ron Barassi Bequest Society<\/p>\n

– North Melbourne: The Allen Aylett Bequest Society<\/p>\n

– Port Adelaide: Port Adelaide Forever Bequest Society<\/p>\n

– Richmond: Neville Crowe\u2019s Legacy<\/p>\n

– St Kilda: Saints Bequest Society<\/p>\n

– Sydney Swans: Infinity Club<\/p>\n

– West Coast: Geoff Christian Society<\/p>\n

– Western Bulldogs: Western Bulldogs Community Foundation<\/p>\n

<\/p>\n

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