JD Sports join the Cats as elite partner

GEELONG will become the first AFL club to wear the JD roundel following a new partnership agreement with the global fashion retailer.

JD Sports has joined the Cats as an elite partner ahead of the 2026 AFL Season.

The Cats join some of the largest clubs and codes in the world to be associated with the brand, including the Premier League, La Liga, Serie A, and the UFC.

The global fashion retailer will be the official shorts partner of the Cats, with its logo featured on playing shorts, training gear, and travel apparel.

The partnership follows the opening of JD’s first store in Geelong this year and reflects the brand’s strong belief in the region and the club.

Geelong Cats chief operating officer Marcus King said the club was thrilled to welcome JD Sports.

“JD is a globally recognised brand, and we’re excited to collaborate together to help foster the connection between JD Sports and its brand with our members, players and the Geelong region in a fresh and engaging way.”

JD Sports director of marketing Michael Weatherson said the brand has found immediate local impact after opening a store in Westfield Geelong.

“We’re proud to partner with the Geelong Cats, our first ever direct club sponsorship within the AFL and the first to don the iconic JD roundel on the shorts.

“We’re impressed not only with the legacy and long-term success of the club, but also the desire to be more meaningful to a younger audience.”