The NRL’s newest franchise is still years away from competing on the field, but it’s already kicking goals off it, securing a massive inaugural sponsorship deal.
Bears chief executive Anthony De Ceglie said the club’s first commercial agreement – its sleeves partner – sets a new NRL record.
As reported by the Australian Financial Review, the Perth Bears have secured a major sponsorship with insurance broker Budget Direct in a deal estimated to be worth more than $1 million.
Budget Direct, a Brisbane-based company, has previously sponsored the Dolphins, appearing on their sleeves – a role it will now also take on with the Perth Bears.
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“It sets up the Perth Bears to potentially be the most commercially successful club in the NRL before we even take to the field,” De Ceglie said.
The Bears are reportedly also in negotiations with other major brands, including McDonald’s, Gage Roads Brewery, Cash Converters and BHP.
Perth’s newest team has certainly hit the ground running since being announced as the NRL’s 18th club, set to debut in the 2027 competition.
They have made several high-profile signings in their front office, which has no doubt helped secure the deal with Budget Direct and ensured early stability and success.
Anthony De Ceglie was appointed CEO around a year ago, while former Australian Kangaroos coach and Canberra Raiders legend Mal Meninga was unveiled as their first head coach.
Both appointments were made with an eye on promotion and revenue, with Meninga seen not only as a qualified coach but also a high-profile sporting personality capable of attracting attention both on and off the field.
Western Australia last hosted an NRL team in 1997 with the Perth Reds, while the North Sydney Bears last played in the competition in 1999.
The new Perth Bears will be hoping the Budget Direct deal is just the beginning, with the revival of both markets sparking enough interest to draw greater attention – and more money – to help build long-term success.