Flags flew at half-mast at the Melbourne Cricket Ground (MCG) as the football community farewelled legendary AFL coach Tom Hafey.

The Richmond coach-of-the-century died from cancer at age 82 last week after succumbing to complications from surgery to remove a brain tumour in March.

Family, friends and about 1000 football fans gathered at the stadium for a service paying tribute to the four-time premiership winning coach.

Peter Hafey told the service his brother will be remembered as a role model who got the best out of everyone he dealt with.

He said he lived in his brother's shadow growing up and would generally go everywhere with him.

ABC reporter Jacqui Peake attended the funeral Supporters and fans came from near and far, and from all walks of life to celebrate the life of Tom Hafey. From the Lakes Entrance woman who arrived at the MCG hours before the service after a four-hour journey, to the school students who'd heard him give a motivational speech. Every member of the crowd had been touched by Hafey in some way. Richmond could probably thank Hafey for many of its current-day supporters. One man's lifelong interest in the club was sparked during Hafey's glory days of coaching the club, through his four premierships and beyond. Hafey's fitness regime, that included hundreds of kilometres running and swimming, and thousands of push-ups and sit-ups each day were cited by many as sparking their own drive in life.

"He took me to the beach, he took me to the footy, he took me to the fights at the old west Melbourne stadium," he said.

"[Except] when he was chasing the girls - that was a no, no for me."

He said his brother took a job as a brickie's labourer while playing for Richmond to toughen himself up.

But he hit his straps in coaching, making the club a family.

"It was no ordinary family," Mr Hafey said.

"Everyone loved each other and tried to do the right thing by each other."

Mr Hafey said his brother was a phenomenal example to others.

"He's been a fabulous brother, he's certainly been our role model and Tommy I love you, I always will," he said.

Hafey's grandson Tom Trotman told the service his grandfather was the kindest, most authentic man he knew.

But he said he did have some flaws.

"In summer sometimes he'd come and pick us up without his shirt on, it got pretty embarrassing for a 12-year-old boy just starting high school," he said.

Hafey's hearse was taken on a lap of the MCG before heading to the Tigers' home, the Punt Road Oval, where more fans paid their respects.

Current Richmond players arrive at the MCG for Tom Hafey's funeral service. ( AAP )

Hafey was born in Richmond and played 67 games for the Tigers between 1953 and 1958.

He went on to become one of the team's star coaches, taking the Tigers to four premierships in 1967, 1969, 1973 and 1974.

He later coached Geelong, Collingwood and the Sydney Swans during a career that spanned 22 years.

He also coached Shepparton to three premierships from 1963 to 1965.

Collin Scripps played under Hafey at Shepparton and said he was well-respected as a coach and as a person.

"He was just down to earth," he said.

"He never put on airs and graces. He was probably one of the finest coaches that we've ever met in Goulburn Valley."

He said Hafey never forgot about the club despite his success in the VFL.

"Tommy never left the Goulburn Valley," he said.

"They started off in Shepparton and their hearts are still in Shepparton and he's always told us that the three premierships he had with Shepparton were equal to any of the premierships he had with Richmond."

Carlton coach-of-the century David Parkin said Hafey had a huge influence on the lives of many.

"I know of very few people in and out of football or sport or politics or religion or education who have probably impacted on more Australians," he said.

"He owned the milk bar down the road from where I grew up in Bridge Road (in Richmond).

"He and Maureen were just magic people."

Hafey's life and coaching career were celebrated with a minute's applause on Saturday at the Tigers' match against Melbourne.