CEO REPORT Subject: Major AFL Move Confirmed – Former Collingwood Football Legend Dane Swan Returns to His Former Team as Senior Coaching Staff Date: A few minutes ago From: Office of the CEO, AFL Headquarters

CEO REPORT
Subject: Major AFL Move Confirmed – Former Collingwood Football Legend Dane Swan Returns to His Former Team as Senior Coaching Staff
Date: A few minutes ago
From: Office of the CEO, AFL Headquarters

 

It is with great excitement and strategic importance that the AFL officially confirms a major development within one of the league’s most iconic clubs. Dane Swan, former Collingwood Football Club champion and Brownlow Medallist, has officially returned to his former club in a senior coaching capacity. The move marks a significant shift in Collingwood’s off-field leadership and presents a strong cultural and performance advantage as the club builds for sustained success.

Swan, widely regarded as one of the greatest midfielders of the modern era, played 258 games for the Magpies between 2003 and 2016. Known for his unmatched endurance, physicality, and football intelligence, he was a central figure in the club’s 2010 AFL Premiership and a three-time recipient of the Copeland Trophy (Collingwood’s best and fairest). Now, after nearly a decade away from formal club duties, Swan is back—this time, to mentor the next generation of stars.

The decision to bring Dane Swan into the senior coaching staff was made in consultation with the Collingwood Football Club Board, senior leadership, and the AFL Coaches Association. His role will focus primarily on midfield development, player leadership, cultural alignment, and on-field strategy execution. The AFL commends this appointment as a bold but calculated move that aligns with the league’s growing emphasis on club heritage, player welfare, and high-performance coaching integration.

“Dane Swan returning to Collingwood is not only a win for the Magpies but a win for the AFL,” said the AFL CEO in an official statement. “Few players have influenced the game the way he has. His presence in a coaching capacity ensures that elite experience and deep football knowledge are passed on to the next generation.”

Swan addressed the media from the Holden Centre earlier this morning:

“I’m not here for headlines. I’m here to work,” Swan said. “This club shaped my life. I’ve watched from the sidelines for years, and now it’s time to get back in and help shape the future. I want to be part of building another premiership-winning team.”

The move comes at a time when Collingwood is actively investing in its development programs. With a strong young core, including the likes of Nick Daicos, the addition of a Collingwood great into the coaching ranks is expected to elevate the club’s leadership standards and competitiveness across the league.

Head coach Craig McRae has welcomed the addition, stating:

“There’s no one like Swanny. He knows what it takes, and he knows this club. Our players are going to benefit immensely from his insight and presence.”

The AFL will continue to monitor and support coaching transitions and appointments of this nature, which not only enrich club culture but also maintain a strong link between past and present.

We congratulate Dane Swan and the Collingwood Football Club on this exciting next chapter.

Signed,
President & CEO, AFL Headquarters
Date: May 18, 2025