Sports apparel is entering new territory (part 1)
Across Australia, teams and leagues are pushing beyond traditional merchandise categories, partnering with unexpected brands (best known for Streetwear, Lifestyle, Athleisure, Fashion)
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Today’s newsletter is presented by Delphize
Delphize Is Rewriting the Fan Economy Around Verified Behaviour
Delphize is introducing a new infrastructure layer for sport built around verified fan behaviour. The platform enables leagues, sponsors and rights holders to verify real-world and digital fan actions and securely connect those actions back to existing customer and membership systems.
As pressure intensifies around sponsorship accountability, attribution and measurable return, Delphize is challenging the industry’s reliance on impressions, reach and assumed engagement. Rather than measuring audiences alone, Delphize verifies attendance, participation and commercial outcomes in real time creating a more accountable and measurable model for sport.
The company believes the future fan economy will be built on proof: verified behaviour connected directly to measurable value
Football Australia announced a new partnership with Bluestone Lane which became the Official Coffee Partner of the CommBank Socceroos - the Australian-born café and coffee brand will activate the partnership across its 65+ café locations throughout the US, promoting the CommBank Socceroos through co-branded coffee cups, Socceroos-themed barista apparel, and prominent in-store signage
Football Australia inked a new deal with BEDGEAR which became the Official Sleep Supplier of FA and its two senior national teams, the CommBank Socceroos and CommBank Matildas
AFL announced the extension of its partnership with DiDi, which will continue as the Official Ride Share Partner of the AFL, AFLW, and Marvel Stadium through until the end of 2027
Melbourne FC and New Balance expanded their partnership - the American sports footwear and apparel brand has been a men’s partner since 2010 and is now expanding it to include the AFLW - alongside Belgravia Sports, it will supply performance, on-field and supporter ranges for athletes, staff, and fans
West Coast Eagles welcomed Indigenous-owned construction company Eastern Guruma as a partner of the AFLW team, Naitanui Academy and Soar program, its logo which will feature on the sleeve of the AFLW media polo
Canterbury-Bankstown Bulldogs secured a partnership extension with KFC through to the end of 2028, which will see KFC continue as the Club’s Official Quick Service Restaurant Partner, as well as the Official NRL Upper Back Partner and Official NRLW Lower Back Partner
Wests Tigers confirmed VICTA’s support of the Club’s NRLW squad as they prepare to ‘mow down’ their competition over the next 3 years - The Australian lawnmower company will feature on the team’s upper back
Rabbitohs Institute announced a new partnership with Viva Leisure, the parent company of Club Lime, designed to strengthen industry engagement and create new pathways for students into the health, fitness, and broader sports sectors
Supercars confirmed Bosch Power Tools as Naming Rights Partner of the Perth Super 440 for a 4th consecutive year in 2026
Tennis West announced a new partnership with waterdrop®, appointing the hydration brand as the Official Hydration Supplement of Tennis West and Official Refill Bottle of Tennis West
Netball Queensland and the Queensland Firebirds announced Australia’s largest rail freight business Aurizon renewed its commitment as Principal Partner of the Queensland Firebirds and Major Partner of Netball Queensland, extending the partnership through to the end of 2029
Wheelchair Rugby Australia and etrainu announced etrainu as the Official Education Partner for WRA, supporting the development of coaches, officials and volunteers nationwide
FIFA unveiled Salesforce as the Official Tournament Supporter of the FIFA World Cup 2026™ and FIFA Women’s World Cup™ 2027™
Manly Sea Eagles’ coach Kieran Foran became the new face of KFC at Manly Vale, and to celebrate the appointment of “Foz” as Head Coach, 4 Pines Brewing Co. gave 4 Pines Park a one-round makeover, renaming it “Foz Pines Park”
Stan Sport owner Nine Entertainment made an early bid to extend its deal to broadcast the the English Premier League (reported by Australian Financial Review)
It was reported that Miley Cyrus is getting set to perform at the NFL’s first ever regular season game between the Los Angeles Rams and San Francisco 49ers at the MCG
Football Australia confirmed that the CommBank Socceroos will officially feature in EA SPORTS FC™ 26 and EA SPORTS FC™ Mobile following a 3-year absence
Sportsbet unveiled the 'Statue of Aloisi', a 40-metre Statue of Liberty-style tribute to John Aloisi on Cockatoo Island, ahead of the 2026 World Cup
The NRL announced a month-long ‘Jai July’ MND Fundraiser campaign supporting South Sydney Rabbitohs forward Jai Arrow following his shock MND diagnosis - he tossed the coin pre-match at Big Freeze 12 (Melbourne vs Collingwood) on Monday - Construction magnates Quentin and Kylie Birt donated $40m to FightMND after attending the game - the couple initially pledged $10m to the cause, but quadripled the amount after they felt so inspired by the incredible spectacle at the MCG
Macarthur FC launched a proposal for a purpose-built school in Sydney's Southwest that could facilitate 1200 students, as well as a childcare centre catering to 120 children
SailGP unveiled event dates and ticket experiences for the 2027 Australia Sail Grand Prix in Perth - Following the sell-out success of this year’s inaugural event, the 2027 edition will welcome more fans than ever before with a significant increase in grandstand capacity
Marvel Stadium launched its new live site alongside Jack Higgins, Marcus Windhager and Tim Taranto
A pair of courtside seats for Game 3 of the NBA Finals at Madison Square Garden between the Knicks and Spurs sold for $1 million at a charity auction
Sports apparel is entering new territory (part 1)
For decades, sports apparel & merchandise followed a fairly predictable formula.
A new playing jersey would be launched each season, accompanied by a range of supporter apparel produced by established sportswear brands such as Nike, Adidas and Puma.
That model still exists.
But increasingly, sports organisations are experimenting.
Across Australia, teams and leagues are pushing beyond traditional merchandise categories, partnering with unexpected brands (best known for Streetwear, Lifestyle, Athleisure, Fashion) to launch lifestyle collections, embrace fashion trends and create products that look very different from the supporter gear of the past.
The objective isn’t simply to sell more merchandise.
It’s about finding new ways to engage fans & participants, differentiating from competitors, connecting with culture, creating new revenue streams and expanding the reach of their brands.
Many of the examples below involve brands that traditionally had little or no connection to sport… And that’s exactly why they’re worth noticing.
*Today’s article is part one of a two-part series exploring how sports organisations are experimenting with sports apparel.
Teams & leagues are experimenting with women’s apparel collaborations
Historically, merchandise ranges were often built with male supporters in mind, but the rapid rise of women’s sport is opening the door to entirely new partnership opportunities, and sports organisations are increasingly experimenting with products specifically designed for female fans.
Newcastle Knights x SŚAINT PARFUM
The Newcastle Knights recently unveiled a groundbreaking merchandise capsule collaboration with Australian lifestyle brand, SŚAINT.
As part of the collaboration, the pair launched a limited-edition range (includes tee, cap, polo and bomber jacket), blending contemporary streetwear aesthetics with the identity and energy of the Knights brand.
Newcastle Knights x THE ICONIC
The collaboration above followed the Knights’ new partnership with leading fashion and lifestyle platform THE ICONIC which became the club’s exclusive Online Fashion and Lifestyle Retail Partner for the 2026 NRLW season.
This partnership has seen THE ICONIC feature on the team’s playing kit, while also designing the squad’s off-field uniforms.
Both these partnerships (among others) form part of the Club’s efforts (led by Jodie Cross) to challenge convention and find new ways to keep fans engaged, excited and emotionally connected to the Knights’ brand.
South Sydney Rabbitohs x Upstate
South Sydney Rabbitohs and Upstate Sport hosted a free women’s wellness event to celebrate the launch of their brand-new women’s activewear range.
Brisbane Broncos x Sabo
In 2025, the Brisbane Broncos partnered with the popular, women-led fashion label Sabo to create a highly successful, limited-edition line of apparel. The collaboration was designed to honour the women who shaped the players, the club, and the rugby league community.
Broncos skipper Adam Reynolds, Pat Carrigan, Jordan Riki and Kotoni Staggs were the faces of the campaign.
Why is this worth noticing?
Cited in a LinkedIn post from Dr Sarah Wymer, and according to the Rep Her report (2024):
The women’s sport merch market is worth $4 billion
For every 9 men’s merch items, there’s just 1 for women’s sport
3 in 5 fans who wanted to buy women’s merch said they couldn’t find anything they liked
Women already outspend men on sport merch annually, and influence up to 80% of sport purchases
Hawthorn Football Club x KOOKAÏ
Last year Hawthorn FC welcomed popular women’s fashion label KOOKAÏ to the brown and gold family.
As part of the partnership, the Australian-owned brand styled Hawthorn’s female staff and administrators in its high-quality corporate apparel, featured in digital marketing and signage around the ground, and served as the club’s presenting partner of the coveted AFLW Best and Fairest.
Non-traditional collaborations
One of the clearest trends emerging across Australian sport is a willingness for sports organisations to partner with brands that sit well outside traditional sporting categories…
The AFL has been looking to expand its cultural reach via design-led collaborations.
AFL x STRATEAS CARLUCCI
The League teamed up with STRATEAS CARLUCCI to create a limited capsule which was developed with the Melbourne-based luxury design house, alongside partners Fanatics and PayPal Melbourne Fashion Festival. AFL and AFLW stars Isaac Quaynor, Cody Weightman, Changkuoth Jiath, Mon Conti, Sophie McKay and Matilda Scholz showcased the range on the PayPal Melbourne Fashion Festival catwalk.
AFL x HoMie
The AFL has teamed up with Melbourne-based brand HoMie, a streetwear label and social enterprise where 100% of profits go towards achieving its mission: to support young people affected by homelessness or hardship.
The pair has produced limited-edition knits and jersey-collections of all 18 AFL club colourways. Last year, A selection of the AFL range was officially debuted on the Block Party Runway at the PayPal Melbourne Fashion Festival.
AFL x StreetX
The AFR reported that Perth street fashion label StreetX achieved 50% growth in just one year after partnering with the AFL and adopting a unique approach to marketing - Past and present AFL cult heroes and internationally renowned UFC cage fighters headline its social media activity.
AFL x Elite Eleven
The AFL and Elite Eleven just launched a new collaboration - the Australian-owned activewear & athleisure brand has created 3 AFL merchandise pieces for each club.
This follows last year’s collaboration launch, the most successful in the brand’s history, with more than 20,000 units sold in under 24 hours.
The Gold Coast SUNS have become trailblazers
Not every sports organisation is relying on external collaborations. Some are creating their own products designed to challenge category norms.
Few clubs have embraced experimentation more aggressively than the Gold Coast SUNS - In the lead up to Gather Round 2025 it launched the ‘GC SUNS Pink Collection’ which included a pink jersey (hero piece), lifestyle tee, two hoodie variations and a pink training singlet. The pink collection pays tribute to the quintessential pink skies of a Gold Coast sunrise, and reflects the evolution of the Gold Coast SUNS – modern, agile and unshackled from long-standing tradition.
The SUNS have since been doubling down - not only has it continued to embrace pink as a way to be different (which has been highly popular), it has also experimented with new products, such as its new ‘Suns are Hot’ cropped tee:
The rising popularity of football (soccer) jerseys
Many of sports apparel experiments are being influenced by broader shifts occurring outside of sports. As outlined in The Guardian, one of the most prominent examples is the rise of football jerseys as fashion items.
‘Blokecore’ - a term used to describe men and women styling vintage football shirts with baggy or straight-cut jeans, knee-length shorts, skirts and trainers, has been on the rise over the last couple of years.
Celebrities such as Hailey Bieber, Sabrina Carpenter, Rita Ora and Dua Lipa have posted photographs of themselves wearing football shirts.
Fashion brands Gucci, Balenciaga, Stella McCartney and Armani have embraced football culture in their collections (Gucci collaborated with Adidas).
As stated by GQ in 2022:
Profiled in The Guardian, Instagrammer Mariame Choucair has built a steady following showcasing her obsession for football jerseys, and her love for Sydney FC.
The rise of football jerseys as fashion items is creating value, even well beyond sport.
Around the world, clubs are increasingly monetising nostalgia. Many leading football teams now feature dedicated "retro" collections on their online stores, allowing fans to purchase replicas of iconic kits from previous eras e.g. Arsenal
In Australia, owners of vintage clothings stores are cashing in thanks to the seeing the noticeable shift in demand for vintage football shirts
International retailers such as ‘Classic Football Shirts’ are actively stocking retro A-League jerseys, demonstrating growing global interest in Australian football apparel.
An opportunity for the A-Leagues?
As fans (and increasingly non-fans) embrace football shirts as lifestyle and fashion products, the A-Leagues and its clubs may have an opportunity to unlock new revenue streams through retro collections, heritage merchandise and re-releases of iconic kits.
Teams are increasingly launching special edition jerseys
Lastly, one of the more notable trends emerging across Australian sport is the growing use of purpose-driven and culturally significant jerseys.
Teams are increasingly moving beyond their traditional home, away and alternate kits, launching special-edition jerseys to celebrate important causes, communities and moments. Indigenous Round, Multicultural Round, ANZAC commemorations and mental health awareness campaigns are just some of the occasions inspiring unique designs.
These jerseys do more than create another merchandise opportunity. They provide clubs with a platform to tell stories, strengthen community connections and align their brands with causes that matter to players, members and fans.
One of the most prominent examples is the Brisbane Broncos' Black Jersey, developed in partnership with the Black Dog Institute and ASICS. The jersey was created to raise awareness of mental health issues while generating funds to support mental health programs and services.
The South Sydney Rabbitohs just announced it will wear a special ‘whiteout’ playing strip in tonight’s round 15 clash with the Brisbane Broncos, honouring and supporting recently retired player, Jai Arrow and his fight against motor neurone disease.
Teams are creating jerseys for moments, not just seasons
Another emerging trend is the growing number of jerseys being created for specific moments, milestones and marquee events.
St George’s Fire & Ice Edition Edition Jersey was designed in partnership with Sport Design Australia and Classic Sportswear for the Club’s first ever game in Las Vegas - It quickly became the highest-selling jersey in club history.
To celebrate his record-breaking 433rd AFL game, Scott Pendlebury wore multiple jumpers throughout the match, each featuring his iconic No. 10 in gold, transforming a playing jersey into a commemorative piece of sporting history.
Related: Why Scott Pendlebury’s record has sparked more than celebration
Earlier this year, the NBL and its clubs also unveiled a series of HoopsFest jerseys, creating another layer of storytelling and fan engagement around one of the league’s marquee events.
…It’s not just the football codes leveraging this trend).
Sports organisations are becoming more willing to experiment
They’re testing new partnerships, exploring new product categories, responding to cultural trends and pushing beyond the traditional boundaries of merchandise.
What was once a relatively predictable category is becoming a platform for creativity, differentiation and brand building.
In Part 2, we'll explore how additional sports (such as golf, tennis and sailing) athletes and emerging startups are continuing to push the boundaries of apparel and merchandise. We'll examine how the lines between sport, fashion, culture and lifestyle are becoming increasingly blurred, and what opportunities this evolution may create in the years ahead.
Related stories:
Why Scott Pendlebury’s record has sparked more than celebration
Premium brands are rewriting the rules of sports sponsorship
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This is where things get interesting. I’ll be paying close attention to how the product and craftsmanship support the collaboration.