The Perth Bears have signed their first major West Australian partner in a landmark NRL sponsorship deal with iconic local brewery Gage Roads Brewing Co.
In another first, this places the Bears as Gage Roads first NRL partnership and debut into the code.
The multi-year exclusive beer partnership, which brings together Australia’s newest NRL franchise together with the country’s leading independent and Aussie-owned brewer, will see Perth Bears on track to break yet another NRL record for a shorts sponsor.
Along with the shorts, Gage Roads will also get exclusive national pourage opportunities and bring the two brands together for fan activations, beer collaborations and local community events that will engage fans in both Perth and North Sydney.
Head Coach Mal Meninga said: “This is a historic partnership for the Perth Bears,”
“Gage Roads entering NRL sponsorship for the first time and partnering with our new franchise is symbolic of the support the Bears have received in WA since being announced.
“This partnership highlights the importance of commercial partnerships with the business community of Perth as we look to achieve success.”
Perth Bears CEO, Anthony De Ceglie, said that the club was excited and honoured to be partnering with an iconic West Australian success story in Gage Roads.
“Gage Roads embodies everything the Bears stand for: a commitment to local excellence with a national footprint. We are two WA companies getting together to back a bold national vision for rugby league,” he said.
“Just like the Bears’ legacy connecting supporters from North Sydney to WA, this partnership stretches across the country, bringing fans from both coasts together.
“This sponsorship deal puts the Bears on track for another NRL record – this time for our shorts.
“And I can’t wait for the moment people can go to Gage Roads’ majestic Fremantle brewery and ask for a pint of ‘Bears beer’ on tap.”
Celebrating 20 years in 2025, Gage Roads Brew Co has grown to become Australia’s leading independent brewer. Setting up shop near Fremantle two decades ago, Gage Roads now proudly pours its range of beers and cider in all corners of the country.
“Whether it’s breaking tackles or brewing beers, the Perth Bears and Gage Roads are proud to be in it together. Sport and beer share a common value in bringing people and communities together. The team at Gage Roads are excited to do that by backing Perth Bears and helping support rugby league across WA.
“This is also a truly national partnership. We acknowledge the amazing history of the Bears and are excited to raise a stubby, tinny or glass with Bears’ fans from Perth, North Sydney and everywhere in between,” said Hoedemaker.
The Perth Bears continue to build momentum off the field, following their record-breaking inaugural sponsorship deal with insurer Budget Direct. The addition of Gage Roads Brew Co to the club’s commercial partner portfolio reinforces its commitment to aligning with brands that share its bold vision and local pride.
As the countdown to the 2027 season begins, fans can expect exciting events, limited-release collaboration brews, and unforgettable experiences across WA and NSW.