Brisbane Lions has strengthened its long-term commercial platform, extending its partnership with New Balance through to the end of the 2030 season in a whole-of-club agreement.
The renewed deal expands the scope of the existing relationship, with New Balance now set to outfit both the club’s AFL and AFLW programmes — marking the first time the women’s team has been fully integrated into the apparel partnership.
The agreement also elevates New Balance to Premier Partner status, signalling a deeper commercial and brand alignment as clubs increasingly seek unified identity strategies across men’s and women’s sport.
Commercial integration drives value
The extension reflects a broader trend in global sport toward consolidated partnerships that deliver consistency across performance, branding, and fan engagement.
Sam Graham described the renewal as a natural evolution, pointing to strong reception among players and supporters since the partnership began in 2023.
From a commercial standpoint, the deal also includes direct-to-fan activation, with club members set to receive exclusive discounts on selected merchandise — reinforcing the growing importance of retail integration within sponsorship agreements.
Brand exposure and growth strategy
For New Balance, the extension strengthens its footprint in Australian sport and builds on a partnership that has already delivered significant brand visibility.
Dean Howard highlighted the exposure and engagement generated through the collaboration, underlining the brand’s dual focus on elite performance and lifestyle positioning.
The partnership continues to be executed alongside Belgravia Sports Apparel, New Balance’s official teamwear partner in the region, ensuring operational delivery across both professional squads.
Whole-of-club model gains traction
By integrating AFL and AFLW under a single apparel agreement, Brisbane Lions are aligning with a growing industry shift toward “whole-of-club†commercial models.
This approach not only streamlines brand identity but also enhances sponsor value by expanding visibility across multiple competitions and audiences — a key consideration as women’s sport continues to scale commercially.