In a milestone moment for both the Perth Bears and the National Rugby League landscape, the newly reintroduced franchise has revealed a groundbreaking four-year partnership with global sportswear giant New Balance. The agreement marks the first time New Balance has aligned itself with an NRL club, establishing a historic precedent as the Bears prepare for their highly anticipated debut in the 2027 season.
The partnership will see New Balance design and produce the Bears’ inaugural on-field kit, along with the full suite of official apparel and supporter wear. For a club that is still more than two years away from running out for round one, the announcement reflects not only strong corporate momentum but also a well-defined commercial strategy aimed at building one of the most recognisable brands in Australian sport.
Bears CEO Anthony De Ceglie emphasised the significance of such a high-calibre organisation partnering with the fresh NRL entrant. He described the development as a major endorsement of the club’s early progress and future ambitions, explaining: “We’re incredibly honoured that a brand with such incredible global recognition as New Balance would team up with the Bears.”
According to De Ceglie, this collaboration is about far more than supplying jerseys and merchandise. He highlighted that the partnership symbolises the philosophy and long-term DNA the Bears want to embed as they prepare to represent Western Australia—and a newly united Perth/Sydney supporter base—on the national stage. As he clarified, the apparel agreement is a “statement of our values and vision for the team.”
This deep alignment, he noted, underscores the club’s intention to build a world-class organisation from day one. The Bears have already landed several record-setting sponsorship deals despite being years away from competition, and the New Balance agreement adds another layer of validation to their aggressive commercial blueprint.
A Strategic Leap for New Balance in the Rugby League Arena
For New Balance, the partnership is nothing short of a strategic expansion move. While the company is well-established in global running, football, and lifestyle apparel markets, integrating into elite rugby league represents a targeted step into a fast-growing segment of Australian sport. Through its Australasian elite teamwear partner, Belgravia Apparel, New Balance will supply a complete range of high-performance clothing, training gear, and fan merchandise.
This collaboration gives New Balance a strong foothold in what has become a fiercely competitive apparel market within the NRL—one that has long been dominated by established brands. Dean Howard, regional general manager of New Balance Australia, noted the company’s excitement and alignment with the Bears’ values, saying the partnership is reflective of the brand’s commitment to high athletic standards and community-driven impact. Howard emphasised that these principles “align perfectly” with the ambitions of Australia’s newest rugby league franchise.
For the brand, the Perth Bears partnership delivers visibility, reach, and influence across a passionate fanbase that spans both Western Australia and the club’s traditional Sydney roots. Importantly, it positions New Balance as a key player in the evolving identity of rugby league’s next expansion phase.
Strengthening New Balance’s Western Australian Presence
The deal also strengthens New Balance’s rapidly expanding presence across Western Australian sport. Through Belgravia Apparel, the company already partners with major organisations in the region, including the Western Force and several state-level high-performance programs. This existing infrastructure forms the backbone of its WA operations and gives New Balance a proven blueprint for delivering high-quality apparel, fast turnaround times, and consistent retail standards.
For the Perth Bears, this established WA footprint means they can enter the NRL with a robust and reliable apparel supply chain—crucial for both player performance and fan engagement. With strong supporter bases expected in both Perth and Sydney, efficiency in merchandise delivery and availability will be key to the club’s commercial success.
The Bears have made it clear that their dual-city strategy is a core part of their identity, drawing on the heartland passion of Sydney rugby league while representing Western Australia’s ambition and emerging sporting culture. New Balance’s operational efficiency, combined with its expanding influence in Perth, positions the brand as a natural fit for a club seeking to unite two rugby league communities.
High-Performance Demands for a New Club with Big Ambitions
Head Coach Mal Meninga underscored how vital it is for a top-tier club to partner with an elite apparel provider. As one of rugby league’s most respected figures, Meninga acknowledged that achieving the Bears’ long-term goals requires players and staff to be equipped with reliable, cutting-edge performance gear. He emphasised New Balance’s ability to deliver the quality expected at the top level of the sport, noting that such standards are essential for a club aiming to represent and unify two major rugby league regions.
From hydration-resistant fabrics to modernized fits and advanced manufacturing techniques, New Balance is expected to develop a kit that not only reflects the identity of the Perth Bears but also meets the physiological and performance demands of the NRL.
A Defining Moment Before the Club Even Takes the Field
While the Bears’ on-field debut is still on the horizon, the New Balance partnership represents a defining step toward shaping the club’s culture, brand identity, and competitive aspirations. For fans eagerly awaiting the club’s first appearance, the announcement provides a tangible glimpse of what the future holds: professional standards, global alignment, and a brand-first mindset that sets the tone for years to come.
In an era when sports teams increasingly compete off the field long before they meet their rivals on it, the Bears’ ability to attract a global powerhouse like New Balance demonstrates both strategic foresight and growing market confidence. With this historic deal locked in, the Perth Bears are no longer just an expansion idea—they are quickly becoming one of the most commercially dynamic entries the NRL has seen in decades.
