By Williamstown Media
Since coming onboard in 2023, Belgravia Apparel and New Balance have become a key alignment for the Club, providing high-quality off-field apparel for players, staff, and fans.
Belgravia Apparel, an AFL Victoria Licensee, is the Australasian elite teamwear partner of New Balance, supplying both supporter and performance products for a broad range of professional and amateur sporting organisations across Australia and New Zealand, which includes seven AFL and AFLW teams.
Looking ahead, the partnership is set to enter an exciting new phase in 2026.
Belgravia Apparel will take on the role as official on-field apparel partner for both the VFL and VFLW teams. Players will wear New Balance branded gear during games and training sessions, further embedding the brand across all levels of the Club. It also reinforces the Seagulls’ commitment to providing players with high-quality teamwear to support peak performance on the field.
Williamstown’s Head of Commercial and Partnerships, Luke Attard said: “We are pleased to renew our partnership with Belgravia Apparel for a further five years. This long-term commitment reflects the strength of our relationship and our shared values around high performance and quality. We thank Brian, Shane, Phil, and the entire Belgravia Apparel team for their continued support.”
Belgravia Apparel’s Chief Operating Officer, Brian Waldron said “We are thrilled to extend our agreement with Williamstown Football Club for a further five years and elevate our partnership to include high performance training and on-field teamwear.
The success of our partnership is a credit to all involved and we look forward to delivering new kits in 2026 and beyond.
The Club wishes to express gratitude to Belgravia Apparel for its ongoing commitment and looks forward to many more seasons of shared success, pride, and collaboration.
