The GIANTS are excited to announce that New Balance and Belgravia Sports Apparel have expanded their partnership with the club, becoming the Official On-Field Apparel Partner of the GIANTS AFLW program, while also extending their support to the next generation of AFL stars through the GIANTS Academy.
This announcement forms part of a league-wide on-field AFLW apparel transition and builds on the long-term relationship launched in November last year when the GIANTS’ AFL side entered a new five-year partnership with New Balance and Belgravia Sports Apparel.
With this expansion, New Balance is now aligned across the entire club - from the elite men’s and women’s programs to the next generation of GIANTS stars through the GIANTS Academy pathway.
GIANTS Chief Executive Officer David Matthews said the strengthened partnership reflects the club’s ambition and commitment to growth.
“We’re thrilled to officially welcome New Balance and Belgravia Sports Apparel to our AFLW program and Academy pathway,” Matthews said.
“This is more than an apparel partnership - it’s a whole-club alignment that supports our men’s, women’s and Academy programs equally.
“New Balance shares our passion for innovation and community impact, and together we’re committed to elevating our athletes and inspiring the next generation of GIANTS.”
New Balance Regional General Manager, Dean Howard said the brand is proud to expand its role within the GIANTS family.
“New Balance is excited to continue growing our relationship with the GIANTS and extend our partnership to the AFLW program and the next wave of GIANTS through the club’s Academy program,” Howard said.
“We’re passionate about championing female athletes, supporting emerging talent, and helping grow the game at every level. Aligning with the GIANTS across their entire club - from AFL to AFLW to the Academy - allows us to contribute meaningfully to the community and the growth of Australian rules football in New South Wales, the ACT, and beyond.”
The partnership between the GIANTS, New Balance, and Belgravia Sports Apparel is built on a shared commitment to push limits, innovate boldly, and empower communities. Together, the organisations are dedicated to shaping new pathways, enriching athlete development, and striving for premiership success both on and off the field.
New Balance, an independent brand since 1906, brings a legacy of craftsmanship and a global reputation for empowering individuals through sport. Their expanding investment in Australian football - now strengthened through deeper involvement in AFLW and elite talent pathways - reinforces their commitment to growing the women’s game and supporting participation from grassroots to the elite.
Today’s announcement coincides with the commencement of the 2026 AFLW pre-season, marking an exciting moment for the club’s future and the partnerships set to support the GIANTS journey.
