Collingwood FC and Seattle Seahawks Announce World-First Strategic Partnership Ahead of Historic MCG NFL Game

Collingwood Football Club has formalised a partnership with the National Football League franchise the Seattle Seahawks, uniting two iconic sporting organisations with exceptionally passionate supporter bases ahead of Melbourne’s first-ever NFL fixture at the Melbourne Cricket Ground.

The alliance represents a world-first collaboration designed to foster international knowledge exchange, operational innovation, and fan engagement across both codes, kicked off by a joint flag football clinic at the KGM Centre.

By pairing Collingwood’s famed Magpie Army with the Seahawks’ famously loud and dedicated 12s fan base, the partnership creates unique cross-promotional pathways and collaborative opportunities in high performance and business operations.

The alignment serves as a commercial vehicle for both clubs, enabling the Seahawks to expand their brand footprint across Australia and New Zealand while giving Collingwood access to world-class organisational benchmarks from American sport.

Emphasising the long-term strategic value of the collaboration for the club’s personnel and supporters, Collingwood CEO, Officer Craig Kelly, said: “The Seahawks are a world-class sporting organisation that continues to set the benchmark in high performance, fan engagement and innovation.”

“This partnership will create valuable opportunities for our Club and our people to learn, collaborate and share ideas as we continue to challenge ourselves and evolve the way we work,” Kelly said.

Kelly further highlighted the international dimensions of the alliance.

“Partnering with an internationally recognised and highly respected organisation like the Seattle Seahawks strengthens both clubs’ ability to connect with fans around the world and exchange knowledge that drives continued growth.”

“In what is a historic week for Melbourne, we look forward to exploring future initiatives together and creating meaningful opportunities to bring the 12s and the Magpie Army closer together.”

Echoing these sentiments, Seattle Seahawks managing director of global markets, Isabelle Van Coevorden, said: “The Seahawks are thrilled to partner with Collingwood FC, one of Australia’s most iconic and successful sporting organizations.”

“This collaboration brings together two clubs that share a deep commitment to their fans, innovation, and community impact.

“As we continue to grow the Seahawks brand across Australia and New Zealand, aligning with a club like Collingwood creates exciting opportunities to connect and grow our passionate fan bases,” Coevorden said.

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