Perth Bears Secure Record Partnership with Budget Direct Ahead of NRL Entry

The Perth Bears have announced their first major commercial partnership, signing a landmark deal with Budget Direct as sleeve sponsor ahead of their debut season in the NRL in 2027.

The agreement includes an important financial contribution during the club’s non-playing year in 2026, sets a new benchmark for an inaugural sponsorship in the competition. While financial terms were not disclosed, club officials described the partnership as a “record deal” in the sleeve sponsor category.

Emphasising the commercial significance of the arrangement, Perth Bears CEO, Anthony De Ceglie, described, Budget Direct as “a powerful brand with a proven track record of making the absolute most of its sporting partnerships.”

He added that the deal highlights the club’s unique positioning as the only NRL team based in Western Australia, while also drawing on its historical supporter base on Sydney’s North Shore.

For Budget Direct, the partnership represents a strategic extension of its national sports sponsorship portfolio.

Sharing how the insurer’s approach was “much more than just a logo on a jersey,” pointing to community engagement and alignment with WA as key drivers, Chief Growth Officer, Jonathan Kerr, added: “Challenging the established competition and winning for our customer is in our DNA, so with such great alignment, we jumped at the opportunity to increase our support of WA through this major partnership with the Perth Bears.”

The deal comes just over two months after the Perth Bears formally established their board, appointed a CEO and head coach, and began structuring operations in preparation for their 2027 launch.

Framing the agreement as evidence of a deliberate commercial strategy to secure category-leading partnerships during the club’s formative phase, Chair Ben Morton, concluded: “Not only do we welcome Budget Direct as our first commercial partner, but we also smashed records in doing so.” 

From a broader industry perspective, the deal illustrates the NRL’s growing commercial footprint in Western Australia and reinforces the league’s value proposition for national brands seeking market differentiation. For insurers in particular, the alignment with high-profile sport continues to serve as a key channel for building visibility and customer trust.

With further partnerships expected to be announced in the lead-up to 2027, the Bears’ early success signals a competitive sponsorship market for expansion clubs and a case study in leveraging both geographic exclusivity and historical legacy.

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