AFL’s GIANTS commence five-year partnership with New Balance and Belgravia Sports Apparel

November 12, 2024

The AFL’s GWS Giants have announced a new five-partnership with New Balance and Belgravia Sports Apparel that aims to not only showcase GIANTS players in high-performance gear but will also introduce exclusive retail and membership ranges available through the club’s retail outlet.

It will include a range of benefits, accessible via the GIANTS membership website, to enhance their fan experience.

New Balance, an independent brand since 1906, is renowned for empowering individuals through sport and craftsmanship, fostering positive change in communities around the world.

Advising that the collaboration aligns with the GIANTS’ mission to inspire and engage our community, both on and off the field, GIANTS Chief Executive, David Matthews stated “we are incredibly excited to partner with New Balance, a brand that shares our commitment to excellence and craftsmanship.

“This partnership represents a significant step forward for the GIANTS, allowing us to elevate our performance on the field and enhance the experience for our fans.

"In our pursuit of success in the not-too-distant future, this partnership will help us excel on-field and positively influence our communities.

“We believe that mastering our craft is essential to our growth, and with New Balance by our side, we are poised to do just that."

New Balance Australia Regional General Manager, Dean Howard noted “at New Balance, our job is to aid athletes in their pursuit of excellent, whether that means helping professional athletes win medals, or propelling the community to live a healthy and active lifestyle.

“In partnership with Belgravia, we are proud to partner with the GIANTS and look forward to seeing the partnership come to life over the next five years.”

7th November 2024 - World Rugby and Fanatics partner to launch global licensed merchandise program

11th October 2024 - Belgravia Group’s Geoff Lord recognised with AUSactive Chair’s Award

9th October 2024 - New valuation of AFL and NRL brands shows Collingwood as Australia’s most valuable property

3rd August 2024 - AFL Club Membership reaches all time high

12th March 2024 - GIANTS partner with War on Single Use Plastic enterprise in AFL sustainability first

7th March 2024 - GWS Giants announce ENGIE as naming right holder for home ground at Sydney Olympic Park

28th December 2023 - ‘Most disliked’ Collingwood enjoy rising merchandise sales after AFL grand final win

21st December 2023 - National Officiating Summit secures New Balance and Belgravia Apparel as partners

16th December 2023 - GWS GIANTS and Western Sydney University launch sports management course

18th August 2023 - GWS GIANTS Chief Operating Officer to head Stadiums Tasmania

3rd March 2023 - AFL reveals landmark 10-year merchandise deal with Fanatics

20th October 2021 - New Balance to become Official Apparel Partner of Water Polo Australia

29th September 2021 - rebel partners with global leader in licensed sports merchandise, Fanatics

18th February 2021 - Tony Shepherd confirmed as GWS Giants Chairman for further three years

18th May 2019 - GWS GIANTS prepare for inaugural Welcome Game

26th March 2019 - GWS GIANTS home venue to be known as GIANTS Stadium in new naming rights deal

22nd June 2015 - Global licensed merchandise market worth US$241.5 billion in 2014

1st October 2014 - Hawthorn Premiership boosts merchandise sales

23rd January 2013 - Geoff Lord backs new Belgravia Sports venture

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.