GIANTS Announce New Balance Partnership

The GWS GIANTS have announced an expansion of their commercial relationship with New Balance and Belgravia Sports Apparel, naming the global footwear and apparel brand as the Official On-Field Apparel Partner for the GIANTS AFLW program.

The deal also extends to the GIANTS Academy, ensuring a unified technical partnership across the club’s entire football ecosystem.

The announcement is a mechanical necessity for the club’s high-performance strategy, aligning the elite men’s, women’s, and developmental pathways under a single technical provider for the first time.

Whole-Club Alignment and Path to Professionalism

The expansion builds on the five-year agreement first launched in November 2025 for the AFL men’s side. With the AFLW pre-season officially commencing today, the transition ensures the women’s squad and Academy athletes have access to the same elite-tier technical innovation as the men’s program.

Emphasising that the move reflects the club’s commitment to gender equity and long-term growth, GIANTS CEO, David Matthews, said: “This is more than an apparel partnership, it’s a whole-club alignment that supports our men’s, women’s, and Academy programs equally.”

“Together we’re committed to elevating our athletes and inspiring the next generation of GIANTS,” Matthews said.

New Balance regional general manager, Dean Howard, stated that the brand is passionate about “championing female athletes” and “supporting emerging talent.” He noted that the alignment allows the brand to contribute meaningfully to the growth of Australian rules football across the club’s diverse territories.

By including the GIANTS Academy in the deal, New Balance is positioning itself as a primary supporter of the next wave of talent in New South Wales and the ACT.

The partnership with Belgravia Sports Apparel, the manufacturing and elite sports division that facilitates New Balance’s on-field presence, ensures the GIANTS have a bespoke technical solution for the unique physiological requirements of female athletes.

• Performance Engineering: New Balance brings over a century of craftsmanship to the design of the 2026 AFLW kits, focusing on movement and recovery.
• Retail Integration: The unified look across all programs is expected to streamline merchandise operations and enhance the “One Club” brand identity for fans.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.