Our loss became Collingwood’s when a letter arrived last week for my late dad
Sydney Morning Herald
by Peter RyanFebruary 23, 2026
AI-Generated Deep Dive Summary
A recent incident involving Collingwood’s bequest program has sparked confusion and criticism after a letter was sent to the late father of one of their members. The letter, intended to encourage donations to the club through wills, was mistakenly sent to a man who had passed away three years ago. His family discovered the letter during a visit, leading to both humor and frustration over the timing and relevance of such communication.
The letter, signed by former captain Nick Maxwell, included heartfelt messages about the club’s history and even referenced iconic moments like the 1990 premiership drought-breaking victory. However, the fact that it was sent to someone who could no longer respond added an unintended layer of absurdity. The family found the situation amusing but also questioned the practicality of such marketing strategies, especially for a deceased member whose details were outdated.
The AFL membership department confirmed that the man had canceled his club support membership in 2023, yet his information remained on their database. While Collingwood’s CEO and leadership team expressed apologies for the oversight, they acknowledged the broader issue of overreliance on extracting funds from members through such means. This has raised concerns about the potential negative impact on vulnerable individuals and the need for more thoughtful communication strategies.
The incident highlights a growing trend in sports organizations to push for increased financial contributions, often at the expense of member welfare. Collingwood’s misstep serves as a cautionary tale, emphasizing the importance of responsible marketing and data management. The family involved shared their perspective, noting that while the situation was not overly upsetting due to their father’s deep love for football and the club, they questioned the broader implications of such practices.
Ultimately, this story underscores the need for sports clubs to balance their financial goals with respect for members’ circumstances. As the AFL continues to navigate post-COVID financial pressures, ensuring that marketing efforts do not alienate or distress supporters remains a critical challenge.
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Originally published on Sydney Morning Herald on 2/23/2026