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The Perth Bears are taking a partnership-driven approach to building the new NRL club’s commercial program, according to GM of commercial, Katie Roberts.
It balances the heritage of the former North Sydney Bears with the opportunities of a new WA market.
The Bears are set to enter the NRL national competition in 2027.
Speaking to Sponsorship News, Roberts said the new club’s sponsorship proposition centres on “integration and authenticity rather than logo exposure”.
“It’s not just about brand exposure, it’s about being part of the story – of the Perth Bears, of the communities we represent, and of the Bears’ legacy.
“Smart marketers can see that.”
Roberts joined the club earlier in 2025 after seven years as head of marketing at Racing and Wagering Western Australia, where she oversaw brands including TABtouch.
She described her move as “a once-in-a-career opportunity to build something from the ground up.”
“When we say we’re a startup, we really are,” Roberts said.
“We’re literally operating off trestle tables at HBF Park. But that’s part of the excitement – we’re creating everything from scratch, and we’re doing it with an incredible amount of energy and community support.”
The club this week announced a multi-year beer partnership with Gage Roads Brewing Co which is the Fremantle-based brewery’s first move into NRL sponsorship.
The deal includes shorts branding, pourage rights and collaborative fan activations.
Roberts said the partnership reflects the club’s “local-meets-national vision”.
“It came about really organically.
“We’re both WA brands with shared values – authenticity, connection with community, and a focus on creating experiences.
“At the end of the day, we’re both in the business of entertainment.”
Gage Roads’ existing pourage rights at HBF Park made the partnership an immediate fit.
“[It already has] strong visibility at the venue and [is] well established with fans,” she said.
“Now we’re working together on experiences that go beyond game day, including plans that connect supporters in Perth, North Sydney and on the east coast.”
The dual-market structure of the Perth Bears brand, that merges WA’s growth opportunity with North Sydney’s legacy fan base, has been well received by partners.
“It’s two histories, one future.”
“We’re seeing strong engagement from WA businesses that want to be part of something new – and from national brands that understand the value of the Bears name.”
The club’s earlier signing of insurer, Budget Direct as an inaugural partner has also provided early evidence of fan engagement.
“The response was overwhelming. Fans were literally driving around taking photos of billboards and sharing them on social media.
“Some were even saying they’d switch insurance providers. That kind of passion shows how invested our fans already are.”
Roberts added that the Bears are now in advanced discussions across several sponsorship categories.
“We’re being really deliberate about who we bring on board.
“We’ve had a lot of inbound interest from both national and local brands, which is a great position to be in. We’ll have more to announce very soon.”
Bears head coach, Mal Meninga said, “Gage Roads entering NRL sponsorship for the first time and partnering with our new franchise is symbolic of the support [we] have received in WA since being announced.”.
Club CEO, Anthony De Ceglie added, “Gage Roads embodies everything the Bears stand for – a commitment to local excellence with a national footprint.”
“We are two WA companies getting together to back a bold national vision for rugby league.”
Roberts said the club’s commercial approach will continue to prioritise genuine integration and measurable outcomes for partners.
“Gone are the days of a logo on a jersey,” she said.
“Partnerships today are about shared values, activation and storytelling that connects fans with brands in meaningful ways.
“That’s what we’re building here.”
