Newcastle Knights and Charlestown Square Forge Strategic 2026 Partnership

The nib Newcastle Knights have formalised a major community partnership with Charlestown Square, aligning two of the Hunter region’s most prominent brands for the 2026 NRL and NRLW seasons.

The agreement, announced on 20 January 2026, focuses on creating authentic connections between the club’s growing fanbase and the region’s premier shopping and entertainment destination.

The collaboration represents a move for the Knights to deepen their regional footprint by integrating with a high-traffic hub that serves as a central meeting point for families.

Under the stewardship of The GPT Group, Charlestown Square will host a series of exclusive fan engagement events, including player appearances and merchandise pop-ups, designed to enhance the supporter experience beyond McDonald Jones Stadium.

Nib Newcastle Knights group COO, Jodie Cross, “Charlestown Square is a renowned local destination with strong community reach, making them an ideal partner for the Knights.”

“Partnerships like this connect people and places, creating gateways for friends, families, and supporters to come together and celebrate living in the Hunter,” Cross said.

Marketing manager at Charlestown Square, Sarah Kane, noted the partnership’s role in nurturing the next generation.

“This is about backing grassroots pathways, from local junior clubs right through to the Knights’ NRL and NRLW programs.” 

Strategic Grassroots Activation

The partnership has been launched with an immediate focus on the Back-to-School period through the ‘Shop for your Club’ initiative. This activation provides tangible support for the local football ecosystem:

Incentivised Shopping: Customers at Charlestown Square can nominate their local junior rugby league club with every purchase made throughout January.

Leaderboard Rewards: Participating clubs are competing for a suite of prizes, including a signed 2026 Knights jersey and a $1,000 Charlestown Square gift card for the first-placed club.

Universal Support: To ensure broad community impact, every participating club will receive a $50 gift card to assist with volunteer and equipment costs.

The timing of the deal is critical as the Knights prepare for the 2026 season opener in Las Vegas, with the club leveraging the partnership to drive membership and engagement through recognisable local icons.

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!.