A co-founder of TLA, Craig enjoyed a successful AFL career at the Collingwood Football Club from 1989 – 1996, playing 123 games including the 1990 Premiership. During Craig’s playing career, he ran the marketing and sales area at the Collingwood Football Club.
In 1995, Craig was contracted by the AFL to manage the AFL Pro Squad. This was the AFL’s player, marketing and promotions business that was set up to compete with Ricky Nixon’s Club 10.
In 1996, Craig Kelly and Rob Woodhouse joined forces and Elite Sports Properties was started. Throughout the last 20+ years, he has run various parts of the business from AFL management through to events and has been CEO since 2008. As CEO, Craig now oversees all TLA operations in both Australia and the UK, including Talent Management, Sales, Events & Consultancy and Merchandise.Back to Overview