In a powerful show of continued support and commitment to Australian rules football, Harvey Norman has announced a two-year extension of its partnership with the GIANTS, reaffirming its dedication to both the AFLW and AFL programs through to the end of the 2027 season.
This announcement, captured in a symbolic moment at GIANTS HQ featuring Harvey Norman CEO Katie Page and GIANTS CEO David Matthews amongst the club’s entire AFLW and AFL squads, comes at a pivotal time for the GIANTS as they proudly enter their 10th season in the AFLW competition while pushing for another AFL finals berth.
Harvey Norman first joined forces with the GIANTS to support the club’s successful bid for an AFLW license back in 2016. Since then the partnership has grown from strength to strength - most notably with Harvey Norman becoming the major partner of the AFL program in 2021, and now deepening its commitment to the growth of the women’s game.
“Harvey Norman’s continued investment in our club - particularly our AFLW program - is a testament to their belief in the future of women’s sport and the positive impact footy can have in our community,” GIANTS Chief Executive Officer David Matthews said following the announcement of the two-year partnership extension.
“Katie Page and the Harvey Norman team have been with us through key milestones in our club’s journey. Their backing has allowed us to grow not just as a football club, but as a values-driven organisation committed to inclusion, leadership, and long-term success on and off the field,” Matthews added.
This renewed partnership goes far beyond the boundary line. In line with Harvey Norman’s long-standing community focus and commitment to Western Sydney, several initiatives have been launched this season to strengthen ties between the GIANTS and local grassroots football, including:
- Leadership & Mentorship Opportunities: Harvey Norman recently hosted an intimate leadership session between CEO Katie Page and the GIANTS AFLW leadership group, as well as former captain Alicia Eva. The session offered unique insights into running a global business and empowered players to grow as both athletes and leaders.
- Harvey Norman Heroes Campaign: A powerful initiative championing unsung heroes in local footy communities - from general helpers to women’s program leaders - with recipients profiled by the GIANTS and rewarded with Harvey Norman gift cards.
- 10 Seasons of Memories Activation: Fans attending GIANTS home games are invited to reflect on their favourite AFLW moments from the past decade, sharing personal stories that celebrate the growth of the women’s game.
Looking ahead, Harvey Norman will also support the launch of a leadership program in 2026 dedicated to the development of female athletes and emerging leaders within the GIANTS’ AFLW program, while continuing to drive fan engagement and reward GIANTS members and supporters.
“Our partnership with the GIANTS has always been about creating meaningful opportunities - on and off the field,” Harvey Norman General Manager of Sponsorships, Samantha Waters.
“We are proud to support a club that shares our commitment to community, leadership and building the future of women’s sport in Australia.”
As the GIANTS celebrate 10 seasons of AFLW and continue to fight for a place in this year’s AFL finals series, the extended partnership with Harvey Norman is both a celebration of what’s been achieved and a bold commitment to what’s ahead.
GIANTS AFLW captain Bec Beeson also praised the renewed partnership, highlighting its importance to the playing group and women’s sport more broadly.
“It’s amazing to have a partner like Harvey Norman continue to back us in such a big way,” Beeson said.
“Their support doesn’t just help us perform on the field — it shows a real belief in the growth of women’s sport and the impact we can have in the community. That means a lot to us as players.”
“Harvey Norman really understands and supports our one club approach,” GIANTS AFL captain Toby Greene added.
“Their commitment to strengthening our connection with the community and growing our GIANT fan base makes this partnership so much more meaningful.”
The two-year extension also coincides with the club’s AFLW docuseries which further spotlights the club’s journey and the role that partners like Harvey Norman play in shaping its future.
To celebrate Harvey Norman’s extension and the upcoming Member Thanks Round, Sam Taylor will be calling three lucky members this week to give away one of three $500 Harvey Norman vouchers.
