Cash Converters has announced a landmark key partnership with Anthony De Cegile’s Perth Bears, signing on as front-of-jersey sponsor for the club’s inaugural 2027 NRL season and the following two years.
Peart Bears have been dictating major partnership moves from a history-making New Balance deal to a three-year deal with SCA WA, all under a month.
The deal brings together two WA-rooted brands with deep ties to rugby league, marking a significant commercial milestone for the Perth Bears as they prepare for their entry into the national competition.
A full circle moment for WA rugby league
The partnership builds on Cash Converters’ long history within the Western Australian rugby league community.
The WA-founded retailer and personal finance provider was a major sponsor of the Western Reds in the mid-1990s and has since played an ongoing role supporting grassroots and community competitions as the primary sponsor of NRL WA.
Under the new agreement, Cash Converters will support the Perth Bears through community outreach programs, game-day activations, and as the official partner of the club’s podcast.
With a national retail footprint across WA and the east coast, Cash Converters’ audience reach mirrors that of the Perth Bears, whose WA base is paired with the heritage of foundation club the North Sydney Bears.
Immediate brand credibility for a new club
Perth Bears GM Commercial Katie Roberts said securing Cash Converters as principal sponsor delivers immediate credibility as the club builds momentum toward its first NRL season.
“This partnership is more than just a name on a shirt. Our aligned passion for rugby league will be a powerhouse for authentic commercial and community growth from grassroots right up to elite level,” she said.
“From a marketing point of view, uniting two brands whose roots run deep in our shared audiences will amplify reach, deepen our trust with fans and create a powerful storytelling platform that connects history, ambition and two proud regions.”
A values led sponsorship strategy
Cash Converters Chief Growth Officer Sara Tweedly said the partnership reflects the brand’s customer-first philosophy and longstanding connection to the sport.
“As one of Australia’s most recognisable brands, a trusted second-hand retailer and personal finance provider, proudly founded in WA with a longstanding history with rugby league over 30 years, our partnership with the Perth Bears was both an important strategic decision and a unique opportunity for us,” she said.
“Customers are at the heart of everything we do, and our decision to invest in sports sponsorship comes from a deep commitment to customer centricity and community connection.
“Sport can bring people together, creating moments of shared passion that reflect the values we champion. This partnership is about building meaningful relationships and strengthening the communities we’re proud to support.”
She added that the placement of the jersey’s front carries special significance.
“Our front of jersey position is a tribute to our history with the Western Reds, and we can’t wait for fans to see that connection come full circle.”
As the Perth Bears build toward their NRL debut, the partnership signals a broader shift toward long-term, values-aligned commercial relationships in Australian sport, where brand heritage, audience overlap and community impact play as much of a role as exposure.