The $5.7 billion industry fund Hostplus has partnered with the Collingwood Football Club to provide superannuation and financial planning services to the club's players and coaches, with skipper Nathan Buckley acting as the fund's ambassador.

Under the agreement, the football club will also provide Hostplus employer members with presentations on team performance and leadership featuring Buckley and coach Michael Malthouse. Buckley will promote the importance of financial planning to Hostplus members. 

"We are delighted to be associated with the Collingwood Football Club brand. Ultimately is goes to the heart of what Hostplus stand for and gives us the access and vehicle to deliver sound financial literacy to our members with the view to create a more financially aware membership base," Hostplus chief executive David Elia said.

However, the Hostplus deal with the Collingwood Football could backfire, according to a brand management expert.

Brandmatters principal Paul Nelson said the deal could alienate the fund members who are not Collingwood supporters.

"The fund runs the risk of alienating its members who don't support the Collingwood club," Nelson said.

It would make sense for the fund to sponsor the Melbourne Storm because the football team is the only rugby league team in Melbourne, he said.

Evolution Media director Vanessa Stoykov said the fund is "probably smart enough to realise that a majority of their membership base lives around the Collingwood area."

"I think they have actually been quite smart," Stoykov said. "Women tend to appreciate AFL more than other football codes. They've captured the spunk vote from their female members and the male vote through the sport factor.

"I think we will see more of the sports and celebrity factor linked to the industry as superannuation funds realise that they can't just engage their members on super alone."