PUMA Becomes Carlton AFLW Apparel Partner Through 2029

The Carlton Football Club has announced an expansion of its partnership with global sports brand PUMA, with the apparel giant officially becoming the Club’s AFLW Apparel Partner through to the end of 2029.

The extension ensures that PUMA now services every facet of the Blues’ football operations, including the AFL, AFLW, VFL, VFLW, and the Carlton Academy.

The Return of the Raised Monogram

A central feature of the expanded agreement is the return of the iconic raised monogram to the club’s playing guernseys.

Starting in the 2026 season, both the AFL and AFLW sides will wear the tactile crest, a design move triggered by direct feedback from the Carlton community.

Noting that the move is a symbol of the club’s commitment to inclusivity, Carlton CEO, Graham Wright, said: “We want every Carlton person to see our monogram and feel proud, connected, and that they belong to something special.”

“The revival of our raised monogram is a direct result of listening to our community, and we would like to thank PUMA for their relentless work to deliver this initiative across both guernseys,” Wright said.

Highlighting Carlton’s leadership in the women’s sports sector, director of marketing for PUMA Oceania, Neysa Goh, noted: “Carlton are a club at the forefront of driving the growth and visibility of women’s sport in Australia.”

“This partnership reflects our shared ambition to elevate performance, shape culture and inspire the next generation,” Goh said.

Strategic and Performance Alignment

Under the decade-long agreement originally signed in 2019, PUMA has focused on providing high-performance apparel engineered specifically for the physiological requirements of elite athletes.

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