Case Study: Collingwood Magpies 2023 Trade Period Moves & Strategy

Executive Summary

The 2023 AFL trade period presented a unique and formidable challenge for the Collingwood Football Club. Fresh from a dramatic grand final win that ended a 13-year premiership drought, the club faced the complex task of regenerating its list while simultaneously capitalising on a premiership window. This case study analyses the strategic framework, key personnel decisions, and calculated risks undertaken by Collingwood’s football department. The period was defined not by blockbuster acquisitions, but by surgical precision: securing a targeted key-position player, managing significant departures with future assets in mind, and bolstering draft capital. The outcome was a masterclass in list management equilibrium, strengthening the club’s prospects for sustained success without compromising the core ethos that delivered the 2023 flag. This analysis delves into how the Magpies navigated the delicate balance between sentiment and strategy.

Background / Challenge

Following the euphoria of the 2023 AFL Premiership, the football operations team at Collingwood entered the trade period under a spotlight of intense scrutiny. The challenge was multifaceted. Firstly, the list profile featured several veteran champions, including Scott Pendlebury and Steele Sidebottom, whose on-field influence remained profound but whose long-term replacements needed consideration. Secondly, the club had a clear deficiency in its key-position stocks, particularly a developing key forward to support Brody Mihocek and a long-term ruck prospect.

Furthermore, the Magpies were operating with constrained salary cap space, a common consequence of premiership success, and held a late first-round draft pick (Pick 19) as their primary asset. Compounding this was the emotional and strategic handling of popular players who sought opportunities elsewhere. Taylor Adams, a vice-captain and heart-and-soul midfielder, requested a trade to Sydney. The club also farewelled premiership player Jack Ginnivan in a move that surprised many in the Magpie Army. The overarching challenge was clear: how does a reigning premier improve its list, plan for succession, and manage departures without destabilising the culture and system engineered by Craig McRae?

Approach / Strategy

Collingwood’s strategy was underpinned by a disciplined, long-term vision that refused to be swayed by short-term emotion or external noise. The philosophy, a hallmark of GM of Football Graham Wright and Coach McRae, centred on value, fit, and future.

1. Targeted Need, Not Names: The strategy avoided the pursuit of high-cost, high-profile stars. Instead, the focus was singular: acquire a young, promising key-position player who could be developed within the system. The club identified a specific profile—athletic, competitive, and with untapped potential—rather than chasing established stars that would cripple their salary cap.


2. Future-Focused Asset Management: The approach to departures was analytical. While losing a player of Taylor Adams’ calibre was a football loss, the club assessed his age, contract status, and the opportunity to acquire valuable future draft capital. This "future-first" thinking extended to all negotiations, prioritising the club’s position in the 2024 draft pool.


3. Draft Capital Accumulation: A core pillar was to emerge from the period with enhanced draft hand for the following year. The AFL’s introduction of father-son and academy bidding matches meant securing points was paramount, especially with the anticipated bid for star father-son prospect Tom McGuane in 2024.


4. Cultural Continuity: Every potential move was weighed against its impact on the team’s renowned culture. The strategy sought players who would embrace the "Fly’s" mantra of connection and selflessness, ensuring any new addition would be a cultural fit, not just a tactical one.

Implementation Details

The execution of this strategy played out across several key transactions, each reflecting the overarching plan.

The Strategic Acquisition: Lachie Schultz
The headline arrival was Fremantle’s small forward Lachie Schultz. While not a key-position player in the traditional sense, his acquisition addressed a strategic need for forward-half pressure and goalkicking savvy. The cost was significant—the Magpies traded their future first-round pick (2024) to the Dockers. This bold move signaled a "win-now" intent, banking on Schultz’s proven AFL ability to have an immediate impact, effectively replacing the outgoing Ginnivan with a more experienced and physically mature player. It was a calculated gamble that the premiership window was wide open.

Managing Major Departures: The Adams & Ginnivan Trades
The trade of Taylor Adams to Sydney was handled with respect for the player but ruthlessness in negotiation. Collingwood secured Pick 33 (2023) and a future second-round pick (2024) in exchange. This deal provided immediate draft value and, more importantly, added to the crucial stockpile of points for 2024.

The trade of Jack Ginnivan to Hawthorn was perhaps the most telling in terms of cultural strategy. In exchange for the popular forward, Collingwood received Pick 39 (2023) and a future second-round pick (2024). The move demonstrated that under McRae, selection is earned through defensive actions and team-first play, and no individual is bigger than the system. The return, again, focused on future assets.

The Draft Hand Reshuffle
Through a series of intricate pick swaps, Collingwood’s list manager, Derek Hine, worked to optimise position. The club entered the period with Pick 19. They used Pick 33 (from Sydney) and other swaps to manoeuvre up the 2023 order, ultimately selecting key defender Harry DeMattia at Pick 25. More critically, they accumulated a war chest of future picks, positioning themselves with multiple future second, third, and fourth-round selections to navigate the 2024 draft and its anticipated bids.

The Unfinished Business: Key Position
Notably, the primary challenge of securing a young key forward was not met during the trade period. The market for such players was thin and expensive. Instead of overpaying, the club chose patience, backing in its development pathways and leaving the need to be addressed in future periods or via the draft. This discipline to walk away from a deal that didn’t represent value was a key implementation success.

Results (Use Specific Numbers)

The quantitative outcomes of the 2023 trade period reveal a club that successfully balanced immediate needs with long-term planning.

Net Player Movement: Collingwood welcomed 1 established AFL player (Lachie Schultz) and drafted 3 new players via the national draft. The club farewelled 2 senior AFL-listed players (Adams, Ginnivan) and 3 others via delistings.
Draft Capital Transformation: The club transformed its future draft hand dramatically. Collingwood added 1 extra future second-round pick and 2 extra future fourth-round picks for 2024, while sacrificing its own future first-rounder. This left them with a projected haul of multiple early and mid-round picks in a strong 2024 draft pool.
List Demographic Impact: The average age of the list reduced slightly, and the strategy clearly created a pathway for more midfield minutes for the next generation, including Nick Daicos and Finlay Macrae, following Adams’ departure.
On-Field Impact (Early Indication): While the ultimate result will be judged over seasons, Lachie Schultz’s immediate integration into the forward line has been seamless. His pressure act numbers are consistently above the team average, and he has contributed multiple goal assists and scoring involvements per game, validating the trade’s immediate football logic.
Salary Cap Management: The departures freed up significant salary cap space, providing flexibility for upcoming contract extensions for core players like Darcy Moore and Nick Daicos, while the incoming player was secured within a manageable cap structure.

Key Takeaways

1. Premierships Don’t Pause Planning: Collingwood’s actions proved that even in celebration, a elite football club must operate with cold-eyed focus on the future. The decision to trade a vice-captain is a stark lesson in emotional detachment for strategic gain.


2. Value Over Volume: The Magpies’ period was defined by one targeted, expensive acquisition rather than several mid-range ones. This "quality fit" approach minimises integration risk and ensures each resource is maximised.


3. Culture is a Non-Negotiable Asset: The Ginnivan trade sent a powerful internal message: the team’s defensive system and selfless ethos are paramount. Protecting the culture built by Craig McRae was considered as important as any player acquisition.


4. The Draft is a Multi-Year Chess Game: By accumulating 2024 assets, Collingwood demonstrated advanced understanding of the draft landscape. They positioned themselves not for the next draft, but for the one after, accounting for known future bids (McGuane) and maximising flexibility.


5. Discipline to Walk Away: Failing to secure a key forward could be viewed as a gap, but the discipline not to overpay in trade or salary cap terms is a hallmark of sustainable list management. It creates opportunity for a more targeted move in the future.

Conclusion

The Collingwood Football Club’s 2023 trade period was a resounding strategic success. It was a period that required the fortitude to make tough, even unpopular, decisions in the afterglow of a grand final win. By adhering to a clear philosophy of targeted acquisition, future asset accumulation, and unwavering cultural standards, Graham Wright and the football department strengthened the club’s position for the immediate tilt at back-to-back flags while meticulously laying groundwork for the next generation.

The period underscored that modern list management is a complex balance of finance, psychology, and talent identification. Collingwood managed to secure a player who addressed a need (Schultz), convert departing talent into future capital (Adams, Ginnivan), and arm themselves for the next wave of talent through the draft—all without compromising the salary cap or team cohesion. For students of list management, the Magpies’ 2023 trade period stands as a masterclass in how a reigning premier can regenerate on the run, proving that the most successful clubs are those that plan not just for the next Anzac Day clash, but for the next Copeland Trophy winner a decade from now. The true test, as always, will be on the field, but the Pies have given themselves every chance to ensure the black and white stripes remain at the pinnacle of the AFL for years to come.

For ongoing analysis of how these moves impact the 2024 season, follow our coverage in the Collingwood news updates hub. To understand how the club builds its list beyond trades, explore our deep dive into Collingwood Magpies draft history analysis, and to be part of the journey,* consider the benefits outlined in our Collingwood Magpies membership guide for 2024.