St Kilda and New Balance Extend Apparel Partnership Through 2030

The St Kilda Football Club has secured a long-term extension of its partnership with global apparel giant New Balance and elite teamwear partner Belgravia Apparel, with the agreement now set to run through the end of 2030.

The deal represents a significant milestone for the club, as it will mark a full decade of collaboration between the organisations.

In a strategic shift, the club’s AFLW program will officially wear the New Balance brand for the first time, ensuring total alignment across both the men’s and women’s programs.

Integrated Performance and Academy Support

Emphasising the importance of brand alignment, chief customer and commercial officer, Mike Scott, said: “To now have our AFLW program officially join the New Balance crew is another exciting milestone, strengthening the alignment across our entire club.”

“We’re building something exciting at St Kilda, and it’s fantastic to have New Balance aligned with our long-term vision and growth,” Scott said. 

New Balance Australia regional manager, Dean Howard, noted that the brand is proud to continue strengthening their connection with supporters while celebrating the red, white and black. The partnership with Belgravia Apparel remains central to the delivery of the contract, leveraging their expertise in high-volume elite teamwear distribution.

Under the new agreement, New Balance and Belgravia Apparel will remain the premier apparel partners, responsible for:

• On-Field and Off-Field Kits: Supplying performance wear for the AFL and AFLW teams.
• Retail Merchandise: Producing the club’s official merchandise ranges for the “Saints faithful.”
• Pathway Development: Continuing apparel support for St Kilda’s Next Generation Academy (NGA) and Elite Academies, investing in the club’s long-term talent pipeline.

Financial and Operational Stability

For St Kilda, the long-term nature of the deal provides critical commercial stability. Securing an iconic global brand for the next five seasons allows the club to focus on its broader “long-term vision,” which includes the continued professionalisation of the AFLW arm and the development of its Moore Park-based high-performance facilities.

The extension reinforces the trend of AFL clubs seeking decade-long apparel commitments to lock in guaranteed revenue and ensure consistency in high-performance equipment.

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!.