Collingwood’s AFLW struggles have deepened after a fourth consecutive defeat left the inaugural club winless and second-last on the ladder, renewing questions about why one of Australian football’s most powerful organisations continues to fall short in the women’s competition.
The Magpies were beaten by 39 points by unbeaten Carlton last weekend, with captain Ruby Schleicher having scored all of Collingwood’s points for almost the entire match. Georgia Knight later kicked a behind before Dominique Carbone added a goal.
Collingwood were weakened by injuries, including late withdrawals from Ash Centra and Jemma Rigoni, while Carlton reached last year’s finals and are expected to challenge again this season. But the latest loss has intensified concern over a decline that has lasted several years.
Collingwood reached their only AFLW preliminary final in 2021 and made the semi-finals the following year. They then finished 11th in 2023, last in 2024 and 15th in 2025, when they managed only three wins.
The Magpies are due to face Gold Coast at People First Stadium on Saturday, still searching for their first victory of the campaign. Essendon, St Kilda and West Coast are also 0-4, but all entered the competition later than Collingwood, while St Kilda and West Coast reached the finals for the first time last year.
Investment and list questions surround Collingwood AFLW program
Collingwood have modern facilities, a successful men’s programme and a large membership base, yet their women’s side has struggled to build sustained momentum.
The club has had continuity in its football leadership. Sam Wright moved from North Melbourne to become senior coach in 2023, while performance analyst Jess Burger was promoted to general manager of women’s football the following year.
However, Collingwood chief executive Craig Kelly has been vocal about the financial risks of expanding the AFLW. At an AFL conference last year, he reportedly urged the league to consider the costs of growing the competition too quickly, arguing that investment was also needed in the MCG, facilities around Australia and the experience for supporters.
Chyloe Kurdas, an AFLW commentator and former AFL Victoria football development manager, said clubs needed a consistent belief across their organisations in the value of the women’s game.
“What is a problem is that not all 18 clubs have got a consistent mindset across the whole club of the value of the women’s program and the level of investment that’s required to ensure that there’s success in it,” Kurdas said.
She pointed to Brisbane, Adelaide and reigning premiers North Melbourne as clubs that had developed cultures attractive to elite players.
“You can throw lots of money at a program, but if it’s not part of your heart and soul, and … you don’t believe in its capability, then it doesn’t matter how much money you spend,” Kurdas said.
Collingwood’s playing list has also been reshaped. Following an AFL Commission assistance package in 2025, the club received two additional list positions for 2026 and one for 2027. Eleven players departed and 13 were recruited, including delisted free agent Rigoni and netballers Maisie Nankivell and Olivia Lewis.
The changes added height and versatility, while six young players arrived through last year’s draft. But the result has been a relatively inexperienced squad, with a shortage of established attacking talent.
Collingwood have struggled to find a reliable route to goal since Chloe Molloy left in 2022 to join Sydney on a five-year contract. Kurdas said the Magpies needed more mature, elite players across the ground.
“Collingwood probably just don’t have enough depth of mature-age elite level talent, and they need more of those in each zone,” she said.
There are also questions over the club’s ability to retain senior players. Schleicher has been offered a new deal but is yet to sign, while Tarni White, Sarah Rowe, Mattea Breed, Lauren Butler and Bri Davey are also out of contract this year. Vice-captain Jordyn Allen sought a trade to Brisbane last year despite having signed a three-year deal in 2024.
Wright acknowledged after the Carlton defeat that the Magpies were “under some duress from a list point of view with injuries”, but said the circumstances created opportunities for younger players.
Asked what was missing from the programme and list, Wright said the club was still trying to determine the answer.
“It certainly throws some challenges when you’ve got this many injuries to significant key players as well,” he said. “As a club, we are working through it right now, to put our finger on it, but certainly part of it is luck. But the other part [is] we want to be the best program we can be in that area, and we are working really hard.”
He added: “In terms of list, it’s more around just continuing to get our processes right, push our processes.”
Both Carlton and Richmond commissioned independent reviews after periods of poor performance. Carlton’s 2022 review was followed by the departure of coach Daniel Harford and other senior staff, while Richmond’s review at the end of 2025 led to senior coach Ryan Ferguson leaving. Carlton have since opened this season with four wins, while Richmond have recorded two.
Kurdas said Collingwood had the potential to become a strong AFLW club, but needed to examine the programme honestly if results did not improve.
“The ability to self-reflect honestly; that’s a non-negotiable ingredient of being successful,” she said.
