Harvey Norman Renews GIANTS Partnership Through 2027

Harvey Norman has confirmed a two-year extension of its partnership with the GWS GIANTS, committing to both the AFL and AFLW programs until the end of the 2027 season.

The renewed agreement continues a relationship that began in 2016 and later expanded to include the men’s program in 2021.

The extension was announced during a formal event at GIANTS HQ in Western Sydney, attended by Harvey Norman CEO Katie Page and GIANTS CEO David Matthews, alongside players from both squads.

Commenting on the partnership, GIANTS CEO David Matthews, said: “Harvey Norman’s continued investment, particularly in our AFLW program, reflects confidence in the commercial and cultural trajectory of women’s sport.”

“Their support has helped underpin our growth beyond just the on-field product,” Matthews said.

The partnership includes a series of strategic initiatives aimed at fan engagement and leadership development, such as the Harvey Norman Heroes campaign, which recognises volunteers in local football, and an upcoming leadership program for emerging female athletes, set to launch in 2026.

For Harvey Norman, the move consolidates its positioning as a prominent brand in Australian sport, with a specific focus on women’s sport and grassroots development.

Highlighting the company’s focus on value alignment, Harvey Norman General Manager of Sponsorships, Samantha Waters, noted: “Our support for the GIANTS isn’t just transactional. It’s about fostering leadership, community connection, and the long-term growth of women’s sport.”

Strategically timed as the club marks its 10th season in the AFLW, the deal reaffirms the retailer’s long-standing investment in the development of women’s football and the GIANTS’ broader community engagement agenda.

Commercially, the renewal strengthens the club’s sponsorship portfolio at a time when the GIANTS are actively working to expand their supporter base and community footprint in Greater Western Sydney.

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