Magpies president Eddie McGuire blasted the League on Thursday morning, saying the club's request for the former captain to be farewelled at half-time had been blocked.
He said the decision would have made "because of the Toyota arrangement with the AFL".
AFL spokesman James Tonkin said Collingwood's request was for Maxwell's lap of honour to take place before Sunday's game.
Tonkin said the League signed off on the premiership captain doing a lap of honour in a Holden car two weeks ago.
"At no time was a request received from Collingwood for this to occur at half-time," Tonkin said.
"No vehicles are allowed on the ground at half-time to protect the safety of the children involved in Auskick activities.
"Retired Brisbane Lions champion Jonathan Brown recently did a half-time lap of honour on foot."
McGuire told Triple M on Thursday morning: "I've just received information that Nick Maxwell isn’t allowed to do a lap of honour at half-time in a car this week because Collingwood is sponsored by Holden."
"He has to do it 20 minutes before the game – no one will be there — because of the Toyota arrangement with the AFL," he said.
"This is a Collingwood home game. It's not the AFL's game, it's not the MCG's game."