Geelong Cats are excited to announce Mitre 10 as its Official Hardware Partner for both AFL and AFLW programs.

Mitre 10 will also serve as the Presenting Partner of the AFL and AFLW Trade and Draft period.

This partnership brings together two iconic Australian names that share strong community values, a commitment to teamwork, and a focus on building for the future.

“We’re proud to partner with Mitre 10 at such an exciting time of the year with the season about to start,” Geelong Cats COO Marcus King said.

“Mitre 10 understands what it takes to build something that lasts, a mindset aligned with the Club and its community.

“We look forward to working together to deliver experiences that connect with our members, fans and the future of the Cats.”

As part of the collaboration, Mitre 10 branding and activations will feature across match days, digital content, key calendar moments, and in-store events at Geelong locations.

Thanks to Mitre 10, Cats members and fans will also be able to welcome the Club’s newest recruits through the Mitre 10 Cats Letterbox in the Cats Shop. Local and interstate supporters will have the opportunity to send letters of support directly to players, helping bring the entire Cats community together around the team.

“Partnering with the Geelong Cats aligns perfectly with Mitre 10’s values,” Kath Carroll, Mitre 10 Interim General Manager Marketing said.

“Both brands are about performance, preparation, and supporting local communities. Through this partnership, we’ll be activating directly in our Geelong stores, giving fans and customers exciting ways to engage with the Club, and bringing the game closer to the community.”

Founded in 1959, Mitre 10 is a leading Australian home improvement group, helping Australians with expert advice and solutions while supporting local communities nationwide.