Perth Bears Makes History with New Balance

The Perth Bears have announced a four-year apparel partnership with global athletic brand New Balance. The deal is historic, marking New Balance’s first foray into the National Rugby League (NRL) at a club level, and will see the brand design the inaugural on-field kit and official teamwear for the Bears’ 2027 season debut.

Framing the partnership as validation of the club’s aggressive commercial strategy, Bears CEO, Anthony De Ceglie, said: “We’re incredibly honoured that a brand with such incredible global recognition as New Balance would team up with the Bears.”

De Ceglie noted the apparel partnership is more than a kit supplier; it is a “statement of our values and vision for the team.” The alignment with a Tier 1 global brand confirms the Perth Bears’ commercial appeal, following on from other record sponsorship deals secured well ahead of their inaugural competition program.

For New Balance, the agreement serves as a major entry point into the highly competitive Australian Rugby League market. The brand, through its Australasian elite teamwear partner Belgravia Apparel, will supply both high-performance and supporter products, ensuring a robust retail and merchandising platform for the new franchise.

New Balance Australia regional general manager, Dean Howard, stated the partnership supports the brand’s commitment to elite performance and community engagement, values that align perfectly with the expansion club.

The deal also consolidates New Balance’s growing footprint across Western Australian sport. The brand already services the Western Force and the state’s leading high-performance organisations through Belgravia Apparel, cementing its position in the increasingly valuable Perth sports market. This local operational structure ensures the Bears can deliver high-quality supporter merchandise across their dual supporter bases in Perth and Sydney.

Head Coach, Mal Meninga, stressed the necessity of the elite standard delivered by New Balance, essential for a club striving to unite two rugby league heartlands.

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