Northern Beaches AFL Partners with New Balance and Belgravia

The Northern Beaches AFL Alliance has announced a multi-year apparel partnership with Belgravia Apparel and global sportswear leader New Balance, a new milestone for grassroots football in North Syndey.

The agreement brings together the Manly Warringah Wolves and four primary junior clubs, the Balgowlah Suns, Forest Lions, Manly Bombers, and Pittwater Tigers, under a unified high-performance branding strategy.

The reason behind the Alliance centres on creating a seamless development pathway from Auskick to senior Premier Division football. 

By partering with New Balance, the organisation aims to professionalise its off-field appearance while leveraging Belgravia Apparel’s elite distribution network to support the sustainable growth of all five member clubs.

The partnership represents a rare level of regional collaboration, intended to strengthen both the financial viability and the competitive standard of AFL on the Northern Beaches.

Commenting on the partnership among clubs, vice-president of the Manly Warringah Wolves, Chris O’Sullivan, said: “This collaboration represents what is possible when clubs work together with aligned values—investing in quality, pathways, and the future of AFL on the Northern Beaches.” 

Noting that the Alliance’s commitment to inclusion and continuous improvement as a key factor in the deal, Belgravia Apparel chief operating officer, Brian Waldron, added: “Together with New Balance, we believe in empowering sport at every level.”

“We’re proud to support the Northern Beaches AFL Alliance’s vision for community and long-term impact,” Waldron said. 

Strategic Alignment and Regional Impact

The Northern Beaches region currently boasts some of the highest AFL participation rates in Sydney, and this partnership is designed to capitalise on that momentum through:

• Unified Identity: Standardising technical kits across the junior and senior levels to foster a sense of “one community” for the Northern Beaches AFL Alliance.

• Elite Performance: Players across all age groups will gain access to New Balance’s technical range, typically reserved for professional AFL and VFL organisations.

• Commercial Growth: The deal provides the five clubs with a more robust financial platform, reducing individual overheads through a collective procurement model.

The organisation’s 2026 season officially commences on Saturday, 4 April, with the Manly Warringah Wolves set to debut their new New Balance-branded apparel in their opening round clash at Weldon Oval.

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