Gold Coast SUNS Unify AFL and AFLW Programs with New Balance Extension

The Gold Coast SUNS have announced New Balance and Belgravia Apparel to becoming their Official AFLW Apparel Partner.

This agreement ensures that for the first time in the club’s history, both the AFL and AFLW programs will be unified under a single technical outfitter for the 2026 and 2027 seasons.

New Balance, which first partnered with the SUNS’ men’s program in 2020, will now serve as the “fabric of the club” across all elite senior football operations. The timing of the announcement is particularly significant, arriving on the eve of the 2026 AFLW pre-season.

Preparations for Rhyce Shaw’s side are scheduled to commence on Monday, 18 May, with the playing group set to don the new performance range immediately.

Expressing his enthusiasm about the partnership, Gold Coast SUNS CEO, Mark Evans said: “New Balance and Belgravia Apparel have been a proud partner of our club for the past six years and we’re delighted to extend upon our existing partnership.” 

“Both organisations have a shared focus on providing the best possible products and services to its customers, which will continue to extend to our SUNS members who have had access to several great benefits thanks to New Balance and Belgravia Apparel,” Evans said.

New Balance AUNZ general manager, Dean Howard, noted that the brand has built a deep connection with the club’s supporters over the past six years.

“New Balance & Belgravia Apparel are incredibly proud to deepen our partnership with the Gold Coast SUNS.”

“Over the past six years, we’ve built a strong connection with the club, its players and its supporters, and we’re excited to now extend that commitment across both the AFL and AFLW programs.

“We look forward to supporting the club and athletes and delivering products that help them perform at their best in the seasons ahead,” Howard said.

Immediate Benefits for the SUNS

While AFL on-field and lifestyle ranges are currently available through the SUNS Shop, the technical AFLW on-field and off-field apparel is slated for release ahead of the NAB AFLW season.

This phased rollout allows New Balance and Belgravia Apparel to leverage the peak interest periods of both competitions, maximising merchandise revenue and fan engagement across the calendar year.

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