Seven’s former Director of News and Current Affairs, Anthony De Ceglie, has made headlines again, this time for his new company, the Perth Bears, which has signed a four-year partnership with New Balance.
The deal makes the Bears the first NRL club to sign a team apparel partnership with the global athletic powerhouse.
The agreement will see New Balance design the club’s on-field kit for its inaugural 2027 NRL season, alongside official teamwear.
De Ceglie said the partnership marks another defining milestone for the competition’s newest club.
“The Perth Bears are the most exciting story in Australian sport,” he said.
“We’re incredibly honoured that a brand with such incredible global recognition as New Balance would team up with the Bears to make its first foray into the NRL at a club level.”
“Our apparel partner is more than a name on our kit – it is a statement of our values and vision for the team.”
“New Balance has a commitment to elite-level performance and authentic community engagement that aligns perfectly with the Perth Bears.”
A club built on two heartlands
Head Coach Mal Meninga said the partnership reflects the club’s ambition to represent both Western Australia and the broader Bears community with excellence.
“When you are uniting two such passionate rugby league heartlands, the standard must be elite,” Meninga said.
“New Balance is a globally competitive apparel brand, which the Perth Bears are striving to emulate both on and off the field for every single fan, regardless of where they are.”
A statement move
For New Balance, the Perth Bears deal marks the brand’s first step into club-level NRL.
Dean Howard, Regional General Manager for New Balance Australia, said the partnership reinforces the brand’s commitment to supporting athletes at every level.
“At New Balance, our job is to aid athletes in their pursuit of excellence, whether that means helping professional athletes win medals or propelling the community to live a healthy and active lifestyle,” Howard said.
“In partnership with Belgravia Apparel, we are proud to partner with the Perth Bears and look forward to seeing the partnership come to life over the next three years.”
Belgravia Apparel, New Balance’s elite teamwear partner in Australasia, will lead the rollout of both supporter merchandise and performance gear across the partnership.