The West Coast Eagles have announced an expanded partnership with global sportswear leader New Balance, in collaboration with its elite Teamwear partner Belgravia Apparel, to incorporate the Club’s AFLW team.
A valued partner of West Coast’s AFL and WAFL teams since 2022, New Balance and Belgravia Apparel will now also supply the Eagles AFLW team with high-performance apparel designed to meet the demands of elite athletes.
In addition, West Coast Eagles AFLW members and supporters will enjoy a greater range of merchandise options, including authentic team gear and lifestyle apparel.
The 2026 AFLW season is the first time the Eagles have been able to choose their preferred apparel supplier.
“New Balance and Belgravia Apparel have been outstanding partners for our AFL and WAFL teams over the past three years and we’re delighted to expand our existing relationship to include AFLW,” West Coast Eagles CEO Don Pyke said.
“It’s an exciting time for our AFLW team coming off our maiden finals appearance and we’re looking forward to the 2026 season with New Balance on board.”
West Coast will unveil the New Balance on-field apparel at round one of the 2026 AFLW Season later this year.
“New Balance are extremely excited to expand our support across the club in it’s entirety by partnering with the AFLW program,” New Balance Australia Regional General Manager Dean Howard said.
The New Balance AFLW apparel range will also be available in the West Coast Eagles Superstore and online at www.wcesuperstore.com.au ahead of the upcoming AFLW season.
