The Geelong Cats are pleased to announce a new partnership with global sports fashion retailer JD Sports, who join the Club as an Elite Partner ahead of the 2026 AFL season.
The Cats become the first AFL club to wear the iconic JD Roundel, joining some of the largest clubs and codes in the world, including those from the Premier League, La Liga, Serie A, and the UFC, among others.
JD Sports will be the official shorts partner of the Cats, with its logo featured on playing shorts, training gear, and travel apparel.
JD is globally recognised for its fusion of sport, fashion and youth culture, so fans should get ready — JD plans to bring the same energy, impact and standout moments to Geelong’s members, fans and the wider community that have made it one of the most influential brands in youth culture globally.
The partnership follows the opening of JD’s first store in Geelong this year and reflects the brand’s strong belief in the region and the Club.
Marcus King, Geelong Cats COO, said:
“We’re thrilled to welcome JD to the Cats family and look forward to working with their team to bring this partnership to life.
“JD is a globally recognised brand, and we’re excited to collaborate together to help foster the connection between JD Sports and its brand with our members, players and the Geelong region in a fresh and engaging way.”
Michael Weatherston, JD Sports Director of Marketing, said:
"We’ve built an incredible connection with fans through our long-term partnerships in sport over the last eight years. We’re proud to partner with the Geelong Cats, our first ever direct club sponsorship within the AFL and the first to don the iconic JD roundel on the shorts.
“After opening our store in Westfield Geelong earlier this year we have found immediate impact with the consumer and see an opportunity to support the community further through partnering with the Cats. We’re impressed not only with the legacy and long-term success of the Club, but also the desire to be more meaningful to a younger audience.”
