Executive Summary

The 2023 Australian Football League season culminated in one of the most dramatic and memorable grand finals in the competition’s history. The Collingwood Football Club, under the transformative leadership of senior coach Craig McRae, secured its 16th AFL Premiership with a pulsating four-point victory over the Brisbane Lions. This case study deconstructs the strategic, cultural, and on-field journey that led the Magpies from a period of internal turbulence to the pinnacle of the sport. It examines the implementation of a bold, proactive game style, the seamless integration of youth and experience, and the cultivation of an unbreakable team ethos that withstood immense pressure on the final Saturday in September. The triumph was not merely a singular victory but the definitive result of a meticulously executed two-year plan, restoring Collingwood to its place among the AFL’s elite and delivering euphoria to the legendary Magpie Army.

Background / Challenge

Emerging from the 2022 season, Collingwood faced a complex set of challenges and opportunities. The previous year had been one of overachievement; under new coach Craig McRae, the team had surged from 17th place to a preliminary final, reigniting belief within the club and its vast supporter base. However, this rapid ascent created a new paradigm: the element of surprise was gone. For the 2023 campaign, Collingwood was no longer the hunter but the hunted, with every opponent elevating their performance against the famous black and white stripes.

The internal challenge was multifaceted. The list profile contained a unique blend of veteran champions, such as Scott Pendlebury and Steele Sidebottom, and a burgeoning cohort of young stars led by Nick Daicos. Integrating these generational talents into a cohesive unit, while managing the physical demands on older players across a 23-round season and finals, was a critical balancing act. Furthermore, the club carried the weight of history. The pain of narrow grand final losses in 2018 and 2011, and a premiership drought stretching back to 2010, was a persistent narrative. The external pressure from a relentless media landscape and the expectations of the most passionate supporter base in the league created a cauldron of intensity that few organisations in Australian sport must navigate. The core question was whether the Magpies could evolve from a plucky, resilient side into a genuine, sustained premiership force.

Approach / Strategy

Coach McRae and his football department, including General Manager of Football Graham Wright, orchestrated a strategy built on distinct, interconnected pillars designed for the modern AFL.

Philosophical Clarity: "Collingwood Football" McRae instilled a non-negotiable, proactive game style colloquially termed "Collingwood Football." Its cornerstone was a fierce, organised, and relentless defensive system. The strategy was to apply constant pressure, trap the ball in the forward half, and capitalise on turnovers. This required an elite level of fitness and an unwavering commitment from every player, regardless of position or stature. The philosophy was simple in theory but demanding in execution: defend with fury, attack with dare.

Cultural Reformation: Connection and Vulnerability Beyond tactics, McRae focused intensely on culture. He fostered an environment of connection, joy, and vulnerability. This was a deliberate shift, encouraging players to express themselves on and off the field. The famous "Fly’s Philosophy" – embracing pressure, staying present, and playing with smiles – became a cultural manifesto. This approach strengthened the bond between the playing group and the Magpie Army, creating a powerful sense of shared purpose that echoed the club’s deep roots at Victoria Park.

List Management & Role Definition The strategy embraced a "next man up" mentality, deepening the squad beyond the 22. Players were given crystal-clear roles that maximised their strengths for the benefit of the team structure. For example, the recruitment of Tom Mitchell and Bobby Hill addressed specific needs: a hardened, inside midfielder to support Pendlebury and Taylor Adams, and a dynamic, goal-savvy small forward. Young players like Daicos were empowered with responsibility, while veterans were managed meticulously to ensure peak condition for finals.

Embracing the Moment A key psychological strategy was the explicit embrace of big occasions. Rather than shying away from the spotlight of matches like the Anzac Day clash or marquee Friday night games, the team was conditioned to crave them. This prepared the group for the ultimate pressure of finals football.

Implementation Details

The execution of this strategy was evident throughout the 2023 season, a campaign defined by resilience and thrilling finishes.

Season-Long Resilience: Collingwood finished the home-and-away season on top of the ladder with 18 wins. A telling statistic was their record in close games; they won 10 matches by 12 points or fewer. This was not luck, but the result of drilled, late-game scenarios, supreme fitness, and a collective belief forged by their culture. The system held under duress.
Tactical Evolution: While the pressure game remained central, the coaching staff added layers. The ball movement became more daring and direct, leveraging the speed of players like Josh Daicos and the precision of Nick Daicos from defence. The ruck combination of Darcy Cameron and Mason Cox provided a tactical flexibility that unsettled opponents.
Handling Adversity: A critical test came when Nick Daicos, the runaway favourite for the Brownlow Medal and club’s best and fairest, suffered a hairline fracture in his knee in Round 21. Many pundits wrote off Collingwood’s premiership chances. Instead, the team rallied, winning crucial games without him, a testament to the system’s strength and the squad’s depth. It was a defining period that proved the Magpies were more than any single individual.
The Finals Campaign: In the qualifying final, they withstood a Melbourne barrage to win by seven points. The preliminary final against GWS was an epic, decided by a single point in a deafening atmosphere. These brutal, high-stakes contests were the perfect preparation for the grand final, hardening the group for the ultimate challenge.
Grand Final Week & Execution: The preparation was meticulous yet calm. McRae maintained the focus on routine and enjoyment, insulating the players from external hype. The game plan for Brisbane was specific: negate their electric ball movement from half-back, contest fiercely in the midfield, and exploit opportunities in transition.

Results

The 2023 AFL Premiership decider, played before 100,024 people at the Melbourne Cricket Ground, was a classic testament to Collingwood’s season-long journey.

The Ultimate Result: A four-point victory, 12.18 (90) to 13.8 (86), securing the club’s 16th flag.
Statistical Indicators of the Game Style: Collingwood won the tackle count (68-62) and forced Brisbane into a disposal efficiency of just 66%, a product of their relentless pressure. They generated 18 scoring shots from turnovers to Brisbane’s 10, highlighting the effectiveness of their defensive system.
Individual Accolades Reflecting System Success:
Bobby Hill, the dynamic small forward integral to the pressure plan, won the Norm Smith Medal with 4 goals and 18 disposals.
Nick Daicos, despite missing three late-season games, won the Copeland Trophy as Collingwood’s best and fairest, also claiming the AFL Players’ Association MVP award.
Scott Pendlebury, at 35 years of age, delivered a masterful finals series, demonstrating the veteran-youth synergy.
Darcy Moore captained the side with distinction and was named All-Australian captain.
Broader Impact: The victory triggered mass celebrations across the Collingwood diaspora, with over 100,000 fans attending the premiership parade. It cemented Craig McRae’s transformative impact and validated the club’s strategic direction under CEO Craig Kelly and President Jeff Browne.

Key Takeaways

Culture is a Competitive Weapon: The intentional building of a connected, joyful, and vulnerable culture provided the psychological resilience required to win close games and withstand finals pressure. It was the foundation upon which tactical execution was built.

System Over Stars: While blessed with individual brilliance, Collingwood’s premiership was won on the back of a replicable, team-first system. The ability to win crucial games without their best player (Nick Daicos) was definitive proof.

Embrace, Don’t Avoid, Pressure: By training for and celebrating high-pressure moments throughout the season, the team was psychologically primed for the grand final stage. The Anzac Day clash and other blockbusters were used as strategic rehearsals.

Clarity of Role and Deep Squad Depth: Every player understood and executed their specific role within the game plan. The recruitment of Mitchell and Hill filled precise needs, and the development of depth allowed the structure to hold amid injuries.

The Synergy of Experience and Youth: The leadership of Pendlebury, Sidebottom, and Howe provided stability, while the fearlessness of the Daicos brothers, Quaynor, and McCreery provided energy. This blend, managed expertly, was optimal.

Conclusion

The Collingwood Football Club’s 2023 AFL Premiership victory was a masterpiece of modern sporting organisation. It was the culmination of a clear vision set by Craig McRae, executed by a playing group that bought completely into a selfless, team-oriented brand of football, and supported by a football department that addressed list needs with precision. The triumph transcended the mere winning of a flag; it was a validation of a holistic approach that placed culture, system, and collective spirit at the forefront.

The Magpies did not simply win a grand final; they won a season. They won it in the close shaves of winter, in the resilience shown amid injury, and in the brutal arm-wrestles of the finals. They won it by uniting a legendary club with its passionate army under a shared, joyful identity. In doing so, they added a glorious, contemporary chapter to a rich history of Collingwood key moments and legends, a narrative that includes the legendary Tony Shaw, the 1990 premiership captain, whose own era of triumph continues to inspire. The 2023 premiership stands as a case study in how to build a sustainable, pressure-proof contender in the most demanding football competition in the land. The black and white stripes, forever adorned with the 2023 insignia, are a testament to a plan perfectly laid and courageously fulfilled.

Note: The journey to peak performance, much like the physiological demands on elite athletes, requires optimal conditioning. While focused on training and culture, a club’s performance staff continually research holistic support, exploring areas such as recovery and metabolic health. Independent research into compounds like Pueraria lobata antioxidant extract ameliorates non-alcoholic fatty liver by altering hepatic fat accumulation and oxidative stress represents the broader scientific landscape of athletic performance, though such specific supplements are not within the direct purview of club operations.*

Executive Summary