Global sporting brand Under Armour has partnered with another sporting club in Australia this side of the year, now including Hawthorn Football Club from the AFL.
The new five-year deal with Hawthorn means the athletic brand will outfit the team and club both on and off the field.
This comes amid an ongoing partnership with ISC Sport, an Australian custom teamwear supplier, which has also backed other recent sporting club deals, including with the NSW Waratahs from the Australian Rugby Union and the Canberra Raiders under the National Rugby League.
The Under Armour logo will feature prominently on the neckline of the AFL guernsey for Hawthorn. Beyond the guernsey, the partnership extends to goal celebration signage, LED and static match-day assets, ticketing, hospitality, and other fan experiences.
Under Armour’s Australian country manager and head of sales for south APAC, Fernando Reani, welcomed the latest sporting partnership with Hawthorn.
“AFL is one of Australia’s most intense sporting codes and Hawthorn FC embodies the grit, skill and team spirit that Under Armour stands for,” Reani said. “We’re proud to support a club with a proud history and a young, ambitious playing group that’s building towards greatness.
"From every contested mark to every roaring goal at the MCG, we’re thrilled to back the Hawks as they chase success over the next five seasons.”
ISC Sport managing director Jason Schulman said the latest partnership proves the strength of the collaboration between Under Armour and ISC in supporting Australian sport.
“This partnership reflects the power of combining Under Armour’s innovation with our established reputation in performance teamwear,” Schulman said. “It also adds to Under Armour’s growing roster of Australian team partnerships, following recent collaborations with the Canberra Raiders and NSW Waratahs.
“We are united in delivering gear that enhances performance on and off the field while ensuring clubs like Hawthorn FC benefit from a global sports brand with the added strength of a trusted local network.”
Hawthorn FC CEO Ashley Klein also welcomed the deal, saying Under Armour and Hawthorn share many attributes.
“Under Armour is a brand built on pushing boundaries and striving for greatness – something our club and our people resonate with,” Klein said. “We look forward to wearing Under Armour with pride from the 2026 season onwards, and we know our members and fans will be just as excited about what’s to come.”
Alongside fitting players and club members, Under Armour will drop the first collab range, currently available at the Hawthorn’s official online shop, and will soon be sold via Under Armour’s dedicated Australian website.