Collingwood Welcomes Myer to Black and White Family in Major Partnership

The Collingwood Football Club has officially welcomed Myer as a Major Partner, marking a high-profile brand alignment that spans both the AFL and AFLW programs.

The three-year agreement unites one of Australia’s most culturally influential sporting organisations with the nation’s leading department store, which has operated for over 125 years.

For Myer, the alliance provides a powerful vehicle to reach Collingwood’s massive membership base, one of the largest in Australian sport, while Collingwood benefits from a partner capable of enhancing the club’s off-field brand presence through fashion and lifestyle integration.

Noting that the two organisations share a “customer-first” and “member-first” mentality, Collingwood CEO, Craig Kelly, said: “When you think of Myer and Collingwood, there are many more similarities than just the colours in our logos.”

Describing the deal as a cornerstone of the business’s ongoing transformatio, Myer’s chief customer officer, Amanda McVay, said: “As we continue to evolve… we’re focused on being part of the cultural moments that matter to Australians.”

“This partnership strengthens our ability to reach new audiences and grow the next generation of Myer customers,” McVay said.

Fashion Meets Footy: The Isaac Quaynor Influence

A central figure in the partnership is Collingwood defender Isaac Quaynor, who has become a key advocate for the integration of sport and style. Known for his “Fashion, Footy, Fragrance” philosophy, Quaynor will feature prominently in upcoming Myer marketing campaigns.

“Myer has been a staple of the Australian fashion scene.”

“Beyond being an athlete, I express who I am through what I wear, and I look forward to working with Myer to share more insight into my personal style and inspire Magpie fans through fashion,” Quaynor said.

Quaynor’s involvement follows his recent catwalk debut at the Melbourne Fashion Festival, highlighting a shifting stigma within the AFL where players are increasingly encouraged to develop personal brands beyond the boundary line.

Strategic and Cultural Alignment

The partnership will be activated through several key touchpoints:

• In-store Activities: Exclusive member events and activations across Myer’s 56 national stores.
• Social Storytelling: Collaborative digital content featuring Collingwood players to reach younger, fashion-conscious audiences.
• Game-Day Experiences: Integrated branding and fan engagement initiatives at both AFL and AFLW fixtures.

Myer joins a robust stable of Major Partners at the AIA Centre, including CyberCX and Access Covers Australia, both of whom recently extended their commitments to the club for the 2026 season

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