Hawthorn Announces Five-Year Partnership with Under Armour

Hawthorn Football Club has confirmed a new five-year partnership with global athletic performance brand Under Armour, signalling a renewed commitment to elevating the club’s high-performance standards on and off the field.

The deal, delivered in collaboration with Sports House and ISC Sport, will see Under Armour become Hawthorn’s Official High-Performance Apparel and Footwear Partner from the 2026 season.

Under Armour Australia country manager and head of sales south APAC, Fernando Reani, said the collaboration reflects shared values in performance, ambition, and resilience.

“Hawthorn embodies the grit, skill and team spirit that Under Armour stands for.”

“We’re proud to support a club with a rich history and a young playing group building towards future success.

“We’re thrilled to back the Hawks as they chase greatness over the next five seasons,” Reani said. 

The partnership builds on Under Armour’s expanding presence in Australian elite sport, and reinforces the brand’s joint venture with ISC Sport, which continues to supply high-performance teamwear across professional clubs nationally.

ISC Sport managing director, Jason Schulman said the agreement demonstrates the strength of the joint offering.

“This partnership showcases the power of combining Under Armour’s innovation with ISC’s reputation for performance teamwear.”

“It further expands Under Armour’s portfolio of Australian team partnerships, including recent deals with the Canberra Raiders and NSW Waratahs,” Schulman added. 

Hawthorn CEO, Ashley Klein, said the agreement forms part of the club’s broader strategy to enhance performance environments and strengthen supporter engagement.

“Under Armour is a brand built on pushing boundaries and striving for greatness — values our club resonates strongly with.” 

“We look forward to wearing Under Armour with pride from the 2026 season, and we know our members and fans will be excited for what’s ahead,” Klein concluded.

As part of the agreement, Under Armour branding will appear on the neckline of the Hawks’ AFL guernsey, highlighting the alignment between the organisations.

Beyond on-field apparel, the partnership will include integration across match-day assets, goal celebration branding, hospitality, ticketing, and fan experience initiatives.

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