Brisbane Lions and New Balance Secure Whole-of-Club Extension Through 2030

The Brisbane Lions have announced a landmark five-year extension with global sports brand New Balance, ensuring the iconic label remains the club’s Official Apparel Partner until at least the end of the 2030 season.

The deal marks a significant expansion of the existing relationship, with New Balance taking over the AFLW program for the first time, alongside its continued support of the AFL side.

To celebrate the renewal, New Balance is offering Brisbane Lions members an exclusive 30 per cent discount on selected products, with details being distributed via official club digital channels.

Describing the extension as a natural progression for the club, Brisbane Lions CEO, Sam Graham, said: “Since 2023, our players, members and fans have been excited by the quality, performance and style of the New Balance range.”

“I look forward to seeing how we can innovate together over the years ahead,” Graham said.

Highlighting the partnership’s role in the brand’s growth, New Balance Australia regional general manager, Dean Howard, added: “We are extremely proud to extend our partnership with the Brisbane Lions through to 2030 and look forward to continuing to engage with the Club and its passionate supporter base for many years to come.”

“The partnership has delivered terrific exposure for New Balance, and the belief we have in this partnership will hold us in good stead moving forward.

“We strive to deliver the perfect blend of performance technology and style, whether that’s supporting elite athletes… or encouraging an active lifestyle,” Howard noted. 

A Unified “Whole-of-Club” Approach

The extension elevates New Balance to a Premier Partner of the Lions, providing a consistent aesthetic and performance standard across the entire football department.

The partnership is delivered in collaboration with Belgravia Sports Apparel (BSA), New Balance’s elite teamwear partner in Australasia.

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