Tasmania Devils Secure Blundstone as Landmark Foundation Principal Partner

The Tasmania Devils have revealed a seven-year partnership with iconic Tasmanian brand Blundstone. The agreement designates Blundstone as a Foundation Principal Partner, with the bootmaker’s logo set to feature prominently on the front chest and top-back of the club’s inaugural guernseys.

Blundstone, founded in Hobart in 1870, has a long-standing connection to the state’s football heritage, having crafted the boots worn by legend Darrel Baldock in the 1960s.

For the Devils, securing a “Foundation” partner of this scale provides critical commercial stability as they transition from their debut VFL and VFLW seasons in 2026 toward full national competition in 2028. The deal ensures Blundstone is embedded in the club’s identity from day one, rather than joining as a late-stage corporate sponsor.

Commenting on the partnership, Tasmania Devils CEO, Brendon Gale, said: “To have Blundstone commit as our first Foundation Partner speaks to their belief in the opportunity and their desire to be part of something truly generational,”

“We’ve seen strong interest from national and global brands… but to have Blundstone commit first speaks to their belief in this journey,” Gale said.

Tasmania Devils and Blundstones  Partnership Integration

The seven-year deal (2026–2032) extends far beyond apparel branding, focusing on grassroots and leadership development:

• Guernsey Placement: Blundstone will be the first brand ever worn on a Devils match-day jumper, appearing on the VFL/VFLW kits in 2026 and the AFL/AFLW kits in 2028.

• Education & Community: The brand will be a primary supporter of the Tasmania Academy of Leadership and Sport and the “Lap of the Map” initiative, which takes the Devils’ community programs to regional schools and clubs across the state.

• Product Collaboration: Following the success of the limited-edition 2025 “Devils Boots” (featuring myrtle green soles and “devil fur” elastic), further co-branded merchandise is expected to be a key revenue driver for the club’s 210,000+ foundation members.

Strategic Timeline to AFL Entry

The Devils will field full-time teams in the Smithy’s VFL and rebel VFLW this year, providing the first “live” commercial exposure for Blundstone.

The club’s $105 million High Performance Centre in Kingston recently received unanimous DA approval, providing a permanent home for the partnerships and community arms of the business.

Under the AFL’s recently confirmed concessions, the Devils will enter the 2027 National Draft with picks 1, 3, 5, 7, 9, 11, and 13, supported by a $5 million sign-on bonus pool to attract established stars.

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