St Kilda Secures Major Partner Upgrade with Tech Pioneer LOEWE

St Kilda Football Club has announced German technology pioneer, LOEWE, to elevate its commitment to become a Major Partner of the club.

The multi-year extension follows a successful inaugural season as a Platinum Partner and covers both the AFL and AFLW programs through the 2026 season and beyond.

Commenting on the partnership, St Kilda chief customer and commercial officer, Mike Scott, said: “We had a great first year with LOEWE and we’re really pleased to see that continuing into 2026.”

“The team at LOEWE have shown genuine belief in what we’re building as a club, and this next step reflects the strength of our relationship and shared ambition,” Scott said.

Noting how the club’s community connection was a primary driver for the increased investment, LOEWE Australia CEO, Paul Riachi, added: “The club’s ambition, energy and connection with its members only strengthened our decision.”

“LOEWE has always been about elevating moments through design and innovation, and we see that same spirit in St Kilda,” Riachi said.

Partnership Perks

As a Major Partner, LOEWE moves into one of the club’s most elite sponsorship tiers. The brand will receive expanded visibility across several key assets:

• On-Field Apparel: High-impact branding across both the men’s and women’s playing and training kits.
• Match-Day Experiences: Premium design integrations at Marvel Stadium and RSEA Park home games to enhance fan engagement.
• Club Environment: Integration of LOEWE’s signature high-performance technology within the Saints’ elite training facilities.

The partnership represents an alignment between the “Moorabbin-based” club and the century-old premium home entertainment brand.

LOEWE, founded in 1923, is globally recognised for fusing high-end aesthetics with cutting-edge engineering, a “luxury” positioning the Saints are keen to leverage as they modernise their own brand identity.

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