Written by Rhea Alison, Sports reporter, covering international sports since 2020
The West Coast Eagles Tony Barlow partnership was officially confirmed on April 10, 2026, in Western Australia, bringing together the AFL club and a long-standing local menswear brand to elevate the team’s corporate image. The deal sees Tony Barlow Menswear become the Preferred Supplier for men’s uniforms, dressing players and staff for match days and official events. It matters because it strengthens the club’s identity off the field while reinforcing ties with a trusted local business.
Partnership Built on Local Identity
The agreement unites two well-known Western Australian names. CEO Don Pyke highlighted the connection, saying: “Tony Barlow has been a trusted name in Western Australia for generations and this partnership is a natural fit.”
He added: “As the preferred supplier of our men’s club uniform, Tony Barlow reflects the West Coast Eagles’ commitment to elite standards, professionalism, quality and consistency.”
What Changes for the Eagles
Players and staff will now appear in coordinated outfits at arrivals and events. Expect tailored blazers, shirts, and chinos for executives, while match-day looks shift to branded polos with chinos. The visual unity will be noticeable as the team steps off buses and enters stadiums.
Tony Piccicacco noted: “The West Coast Eagles have always been more than a Club to Tony Barlow; it’s a relationship that’s been built over many years.”
Smart Take
For more sports business moves, check our latest sponsorship insights.
Read official AFL updates via AFL.com.au.