The Geelong Cats have announced a landmark agreement with global sports fashion retailer JD Sports as an Elite Partner ahead of the 2026 AFL season.
The Cats will become the inaugural AFL club to wear the globally recognisable JD Roundel, instantly aligning the organisation with major sporting properties across the Premier League, La Liga, and the UFC.
For Geelong, the deal is a calculated effort to aggressively target the youth demographic, connecting the club’s historic legacy with JD Sports’ influential position in contemporary youth culture and streetwear.
JD sports director of marketing, Michael Weatherston, confirmed this focus, stating the partnership provides an opportunity to “be more meaningful to a younger audience”, a vital aim for long-term membership and fan base growth within the AFL.
Geelong Cats COO, Marcus King, emphasised this synergy, expressing excitement to collaborate with JD to foster the connection between the brand and the wider Geelong region.
The commercial terms see JD Sports become the official shorts partner of the Cats, with its logo receiving high-value visibility across the AFL and training playing shorts, training gear, and travel apparel.
This premium placement ensures constant brand exposure across all media touchpoints, providing a substantial revenue injection into the club’s commercial program and expanding its partnership portfolio.
Crucially, the partnership is highlighted by a strong local retail strategy, as the deal follows the recent opening of JD’s first physical store in Geelong, cementing the organisation’s belief in the regional market.
By aligning with the region’s premier sporting club, JD Sports effectively uses the Cats as a powerful community engagement tool to drive local retail traffic and brand affinity.
As JD Sports continues to execute its global strategy of becoming a leading sports fashion powerhouse, this partnership secures a vital first-mover advantage within Australia’s largest sporting code.
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