Menswear retailer Connor has signed a two-year partnership with A-League club Sydney FC, becoming the club’s Official Off-Field Style Partner.
Under the deal, Connor will outfit Sydney FC’s first team, coaching staff and club officials in suiting and casualwear for off-field commitments. These include matchday arrivals, away travel and club functions.
The partnership will also include matchday activations, player appearances, in-store experiences and exclusive offers for Sydney FC members and fans.
“He’s at the game on the weekend, he’s following his team all season, and he wants clothes that work for his lifestyle,” Connor general manager Marc Miller said of the retailer’s customer.
Miller said the partnership let Connor meet that customer at the game. He added that it was also an investment in Australian football, and that the retailer wanted to back the clubs, players and communities that help the local game grow.
Connor presented the deal as part of a wider crossover between football and fashion. It noted that players’ arrivals at matches are now regularly photographed and shared by fans. The retailer also pointed to its broad range of fits and sizes as suited to players’ athletic builds.
“We’ve got plenty of different shapes and sizes in the squad, so having a brand that caters for everyone, including footballers with different builds, is a big plus,” Sydney FC captain Rhyan Grant said.
Sydney FC general manager commercial and marketing Matt Pound said Connor’s range of contemporary, affordable menswear made it a good fit for the club’s players, coaches and staff. He added that the partnership went beyond outfitting the team, and that the club planned to work with Connor on activations and offers for members and fans.
Founded in 2006, Connor operates more than 200 stores across Australia and New Zealand. It has also expanded into South East Asia with a presence in Singapore.