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Pies put their shirts on move into rag trade


Cameron Houston

Illustration: Matt Golding

Illustration: Matt Golding

COLLINGWOOD is spending $36 million on new training facilities, wants to amass 150,000 members in five years and aims to dominate the AFL, but now the club is expanding its empire even further by taking over production of football's most iconic brand, its black and white jumper.

The Magpies will become the first major Australian sports team to make its own kit, after severing a long-term sponsorship agreement with international manufacturer adidas.

Collingwood has gone into partnership with a Melbourne-based company that will make the famed guernsey in China — with the club taking a share of all profits from merchandise sales.

Collingwood Football Club will become the first major Australian sports team to make its own uniform.

Collingwood Football Club will become the first major Australian sports team to make its own uniform. Photo: Sebastian Costanzo

Adidas was told last year that its 13-year association with Collingwood would cease at the end of 2012, with players expected to wear the new jumpers, shorts and socks from next season.

The deal is believed to have been approved by the AFL, which is required to sign off on all new licensing agreements.

Collingwood's foray into the rag trade coincides with an aggressive push to consolidate its financial dominance by increasing membership to 150,000 by 2017.

Chief executive Gary Pert estimated last week that Collingwood had 1.5 million supporters around the globe, when the club announced a new $50 non-game-day package to expand the Magpie Army.

Collingwood also recently unveiled a $36 million redevelopment plan for Olympic Park, including a $10 million upgrade of the Westpac Centre and a new community centre, with $10 million in funding from the federal government.

Neither Mr Pert nor the club's media manager, Nick Hulett, returned calls by The Sunday Age yesterday about the new venture into sportswear.

The club is believed to have signed a confidentiality agreement with adidas over ending its contract, and was not planning to make an announcement until later in the year.

Rob Mills, director of sport marketing firm Gemba, said Collingwood's decision to make its own uniform would capitalise on the club's lucrative brand and legion of loyal fans.

He said most sport garments were now made in Asia, and defended the club's decision not to source a local manufacturer.

"I would expect the company involved has rigorous processes in place to ensure that production complies with a wide range of quality and human rights guidelines," Mr Mills said.

He said other AFL clubs had proposed to make their own uniforms about five years ago, but had not proceeded.

One AFL insider questioned the wisdom of the uniform deal, pointing out that other sporting giants such as Real Madrid or Manchester United had not gone down that path.

Collingwood president Eddie McGuire has a penchant for innovative sponsorships and has been a keen observer of the rag trade.

He previously struck a deal with designer Giorgio Armani to outfit his players and attended the 30th anniversary of the designer's fashion show with his former model wife, Carla.


  • Good ole collingwood forever! So long as we see a return on investment. More than one premiership ever 20 years would be a good start.

    Date and time
    May 06, 2012, 10:32AM
    • It's ironic that the Melbourne inner suburbs supported many clothing businesses (and in Collingwood in particular, leatherware), yet the Pies are the first to sell out.

      Date and time
      May 06, 2012, 10:56AM
      • Eddie Gillard McGuire has been too late in reading the trend...he has been on the slide since the Malthouse deal debacle. Manufacturing guernseys in sell out from a club that leads the AFL in disastrous Management, Coaching, Team and PR failures. Just like Cloke...keep kicking the behinds Eddie...your time is near...

        The masses
        Date and time
        May 06, 2012, 11:18AM
        • All very well, pity the goods can't be made here, giving our
          own people the work,a Melbourne based Company should be having the contract filled locally.

          Jean of Carnegie
          Date and time
          May 06, 2012, 11:24AM
          • I have been a Collingwood supporter for more than 50 years so I do speak from the heart. Please reconsider the manufacturing of the Collingwood garments in China and start a local or use a suitable local manufacturer if there is one to make the Collingwood branded clothing. I understand that the locally made garments would be dearer but I am sure people would pay a premium for Collingwood's iconic brand. Test the market by way of survey's and see. I ask all Collingwood supporters to please voice their opinion in favour of having these Collingwood garments made in Australia. Made in Australia music to my ears.

            Eddie Schmitz
            Gold Coast
            Date and time
            May 06, 2012, 12:20PM
            Comments are now closed

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