ESPN REPORT CONFIRMED: Marco Sturm Joins Collingwood Football Club Leadership Team as CEO Craig Kelly Announces Major Coaching Move
By ESPN Staff Writer — October 26, 2025
MELBOURNE, AUSTRALIA — In a stunning international sports development, former Boston Bruins head coach Marco Sturm has officially accepted a senior leadership position with the Collingwood Football Club, one of Australia’s most iconic AFL teams.
Sources confirm that Collingwood CEO Craig Kelly personally reached out to Sturm following his recent departure from the NHL, citing admiration for his leadership, strategic mindset, and player-first philosophy.
According to ESPN insider reports, Sturm will be joining Collingwood’s high-performance and strategy division, where he’ll help shape the club’s long-term player development and analytics programs — a bold move that blends ice hockey expertise with Australian football innovation.
In a press conference held earlier today at the AIA Centre, CEO Craig Kelly expressed his excitement for what Sturm brings to the organization:
“Marco’s passion for teamwork, precision, and accountability aligns perfectly with our club culture. His global sports experience gives us a competitive edge as we continue to evolve our performance systems.”
Kelly also hinted at an internal restructuring of Collingwood’s football department, confirming that current head coach Craig McRae will soon take on a new elevated role within the organization.
While details remain under wraps, sources close to the club say McRae could be moving toward a Director of Football or Executive Head of Performance position — a move designed to expand his influence beyond the coaching box.
“Craig McRae has been instrumental in Collingwood’s recent success,” Kelly added. “His leadership is irreplaceable, and we’re excited to expand his vision across the entire football program.”
The surprising cross-sport collaboration between an NHL coach and an AFL powerhouse has captured global attention, with analysts calling it “one of the most unique hires in modern sports management.”
Marco Sturm, who led the Bruins through several playoff runs and earned respect for his analytical and calm coaching approach, expressed his gratitude and excitement for the new chapter:
“Sport is universal — it’s about culture, communication, and commitment,” Sturm said. “Joining Collingwood is an incredible opportunity to learn, share, and grow in a completely different environment.”
As Collingwood prepares for the 2026 AFL season, the partnership between Kelly, McRae, and Sturm could redefine how elite sports organizations integrate global experience into local success.
The move underscores Collingwood’s growing ambition to remain at the forefront of innovation — not just in the AFL, but across the entire sporting world.
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