Geelong Cats Nail Down Mitre 10 as Official Hardware Partner for 2026

The Geelong Cats have officially announced Mitre 10 as the club’s Official Hardware Partner for both its AFL and AFLW programs.

The multi-year agreement also sees the hardware giant take on the high-visibility role of Presenting Partner for the AFL and AFLW Trade and Draft periods, a critical window in the league’s off-field calendar.

The partnership unites two long-standing Australian institutions with deep ties to regional and local communities. Founded in 1959, Mitre 10’s “Mighty Helpful” brand identity will be integrated across match days, digital content, and a series of in-store activations at Geelong-based locations.

Commenting on the partnership, Geelong Cats COO, Marcus King, said:“We’re proud to partner with Mitre 10 at such an exciting time of the year with the season about to start.”

“Mitre 10 understands what it takes to build something that lasts, a mindset aligned with the Club and its community,” King said.

For Mitre 10, the deal represents a targeted investment in the Geelong corridor, one of the fastest-growing regions in Victoria.

Noting that the alignment focuses on performance and local support, Mitre 10 interim general manager in marketing, Kath Carroll, added: “Both brands are about performance, preparation, and supporting local communities.”

“Through this partnership, we’ll be activating directly in our Geelong stores, giving fans and customers exciting ways to engage with the Club,” Carroll said.

Strategic Fan Engagement: The ‘Cats Letterbox’

A central feature of the collaboration is the launch of the Mitre 10 Cats Letterbox, located within the Cats Shop.

This initiative allows local and interstate supporters to send physical letters of support directly to players, specifically designed to welcome new recruits like free agent James Worpel and draftees Harley Barker and Hunter Holmes. 

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