Jeff Browne refuses to concede that Collingwood’s 2024 season is a write-off.
“Not at all,” said the Magpies president. “We’re not focused on our win-loss ratio; we are focused on our next premiership.”
Browne dismisses claims that the departure of the club’s football department boss, Graham Wright, negatively impacted the team’s premiership defense. “People who are saying that are just wrong, and I am closer to it than people who are disputing that. They don’t know … it is a lazy, default argument,” he says.
Browne acknowledges that good fortune played a role in Collingwood’s success in 2023, which has been replaced by bad luck this year. “The reality is, as much as we like to heap praise on ourselves for the genius of winning a premiership, luck has a lot to do with it … we got most of our good luck last year, and we are squaring up the ledger with a fair degree of bad luck this year,” Browne says.
Under Browne’s leadership, there will never be a planned drop in the ladder to secure early picks in national drafts. “I don’t believe in going down the ladder and rebuilding. We will look at what our needs are, work out what we need to do to get better, and whatever it is, I will make sure it happens,” he says.
The Collingwood president spoke with AFL.com.au this week after the 19th round of the 2024 season left his club sitting 13th (eight wins, eight losses, and two draws, and six premiership points outside the top eight). Matches remain against Richmond, Carlton, Sydney, Brisbane, and Melbourne.
Collingwood president Jeff Browne speaks at the 2024 AFL Season Launch in Sydney.
Little has gone right for the Magpies this season. Premiership defender Nathan Murphy was forced to retire due to medical issues. The team had a sluggish start to the home-and-away season, losing their first three games. Injuries to key players, including Jordan De Goey, who has struggled even when selected to play due to a sore body, have severely impacted the team. Depth has been stretched thin, often leaving the selected 23 far from the combinations that reached preliminary and Grand Finals in the previous two seasons.
Six players have made their AFL debuts in 2024 – Tew Jiath, Ed Allan, Wil Parker, Charlie Dean, Joe Richards, and Lachie Sullivan – while three others – Lachie Schultz, Jack Bytel, and Ned Long – have played their first games for Collingwood.
Despite the challenges, Browne remains optimistic about the season. “I think we have got a team that can win a premiership, and if we get in this year, I don’t think there is a team that is going to want to play us,” he said. “This year is not a write-off, I don’t concede that. Not at all. The enthusiasm in the group, the restructuring of the football department we built while ‘Wrighty’ was away, they are real positives. The coach is learning a lot under the pressure of coaching losses, and that is very good for the development of our coaching team.”
Collingwood footy boss Graham Wright speaks to the media on day one of the 2023 Continental Tyres AFL Trade Period.
Expanding on his views regarding the absence of Graham Wright this season, Browne noted that the increased responsibilities for Justin Leppitsch and Brendon Bolton have already enhanced operations for the future.
“And there has been an increased role for (high-performance manager) Jarrod Wade, too,” Browne explained. “Those questioning the post-Wright setup don’t understand how ‘Bolts’ manages all those administrative functions in football, nor do they grasp Justin Leppitsch’s skills in talent identification, list management, and future planning. He is exceptionally talented. The notion that we’re missing Wrighty and it’s causing problems is just a lazy, default argument. It doesn’t reflect the truth.”
When asked if Collingwood plans to reintegrate Wright after his extended leave, Browne said, “We are in discussions with him about that. However, he won’t return to his previous role, as the structure has changed. We are figuring out how he fits into the new structure and what works for both him and us. I can’t put a percentage on it; it’s still under discussion.”
Browne also praised Wright’s potential contributions to the AFL’s administration, saying, “Frankly, the best thing for the football industry would be if he went into the AFL and improved how they administer the rules and communicate with clubs. He would excel in that role. If I’m being objective, I’d even consider it beneficial to donate him to the AFL for the betterment of all 18 clubs.”
Despite the current form slump, Browne refrained from criticizing any aspect of Collingwood’s football operations, even though his club might join teams like Geelong, Richmond, Western Bulldogs, and Hawthorn on a list of premiers who missed finals the following year.
Jeff Browne and Craig McRae after Collingwood’s win over Brisbane in the 2024 Grand Final.
“The performance and determination are evident – never question the players’ attitude,” Browne stated. “I’m a tough critic, and if I see issues, I address them. I’m not dissatisfied with our players’ attitudes, their approach to the game, or our coaching. I believe it’s as good as ever. I’m genuinely optimistic about Collingwood’s future.
“Some might be surprised to hear this, but I’m confident that we are on the brink of a successful era at Collingwood. If this year has been a blip, then it’s just that – a blip. We’ll learn from it and come back stronger. I refuse to accept that it’s over; suggesting so is a lazy argument. If things were different, I would take action. I won’t stand by and watch my club decline. Collingwood is strong, and I firmly believe we are heading into a period of sustained success.”
Browne, now in his third season as Collingwood’s president, plans to apply a Silicon Valley mantra as he guides the club through the final five matches of this season and into 2025: “Fail quickly, learn, succeed.”