Frank Costa remembered as the 'King of Geelong' farewelled at Victorian state memorial

Former Geelong Football Club president Frank Costa has been farewelled in a state memorial service in regional Victoria today.

More than 2000 people including footballers, politicians, entertainers and members of the business community gathered at Geelong's Kardinia Park this afternoon to pay tribute to the local legend following his death earlier this month.

Mr Costa, who died on May 2 aged 83 after battling cancer, was honoured in the first state memorial held in Geelong in 15 years.

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Brother Robert Costa remembered when he was at the helm of the Geelong business in the 1960s and it began to suffer financially.

"The strength of his character and his indomitable will galvanised everyone around him," he said.

"The team, the one you put together and that crisis, they would have walked through the valley of death for Frank."

Two AFL premierships (2007 and 2009) were won during his tenure, as well as another in 2011.

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In an emotional tribute, businessman Lindsay Fox described his friend as one of Geelong's greatest legends.

He joked he would address postcards to the "King of Geelong" when he wanted them to reach Mr Costa and they never failed to arrive.

Geelong priest Father Kevin Dillon and Acting Premier James Merlino also paid tribute to the respected philanthropist.