News Australia has partnered with THE ICONIC to support the nib Newcastle Knights’ 2026 NRLW season through fashion, lifestyle and sports storytelling.
The collaboration follows THE ICONIC’s recent appointment as the exclusive online retail partner of the Knights’ women’s team. It marks the fashion and lifestyle platform’s first sports sponsorship in its 15-year history.
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The campaign centres on a bespoke gloss player poster, published in The Sunday Telegraph on 28 June ahead of the NRLW season launch.
The double-sided poster features Newcastle Knights players Yasmin Meakes, Olivia Higgins and Botille Vette-Welsh in their playing kit on one side. On the reverse, the players appear in a premium fashion shoot styled exclusively by THE ICONIC.
Behind the jersey
The shoot also forms the basis of a three-part behind-the-scenes social video series, Beyond The Jersey.
The series will be published across Code Sports and The Daily Telegraph, profiling Meakes, Higgins and Vette-Welsh beyond the game. The videos explore leadership, confidence, belonging and heritage.
The content will also run across THE ICONIC’s social platforms, website and app.
THE ICONIC will also feature in News Australia’s eight-page NRLW Season Launch Guide on 1 July across The Daily Telegraph and The Courier-Mail.
The guide will preview all 12 teams ahead of the 2026 season, including season predictions, team rankings, players to watch and profiles of leading players.
Backing women’s sport
Joanna Robinson, Chief Marketing Officer at THE ICONIC, said the partnership reflected the brand’s commitment to championing women.
“THE ICONIC’s first-ever sports sponsorship was never going to be about simply putting our logo on a jersey,” Robinson said.
“Partnering with the Newcastle Knights women’s team is about backing the extraordinary momentum in women’s sport, connecting with one of Australia’s most passionate sporting communities, and showing how naturally sport, fashion and culture can come together.
“News Australia gives us the platform to share that message in a way that is authentic, expansive and deeply connected to the fans.”
Jessica Montague, Head of Commercial Content, News Sport and Prestige at News Australia, said the campaign was designed to connect THE ICONIC with sports audiences through editorial, social and lifestyle-led content.
Jessica Montague
“THE ICONIC’s move into women’s sport is a powerful cultural statement,” Montague said.
“It’s a bold move to step into a new space and News Australia is proud to work collaboratively with THE ICONIC to amplify this story.
“From a stunning gloss poster to an immersive social video series featuring three incredible athletes, we’re connecting THE ICONIC with passionate sports fans in a way that is meaningful, creative and elevated.”
Top image (left): Yasmin Meakes, Olivia Higgins and Botille Vette-Welsh