Tasmanian boot brand Blundstone will feature on the front of the Tasmania Devils’ guernsey after signing a seven-year deal as the club’s foundation principal partner.
The agreement, running from 2026 to 2032, gives Blundstone front chest and top-back placement on Devils jumpers – first in the VFL and VFLW this year, then in the AFL and AFLW from 2028.
It is the first significant commercial deal struck by the AFL’s 19th team as it builds toward its national competition debut.
Devils CEO Brendon Gale said the club had fielded interest from national and global brands.
“To have Blundstone commit as our first foundation partner speaks to their belief in the opportunity and their desire to be part of something truly generational,” he said.
Blundstone, founded in Hobart in 1870, has long-standing ties to Tasmanian football.
The company made the playing boots worn by state legend Darrel Baldock in the 1960s and currently sponsors the Southern Football League.
The two brands tested the waters last year with a limited-edition boot collaboration featuring the Devils’ myrtle green soles and fur-patterned elastic.
Every pair in the adult range had a slightly different pattern and the run sold out.
Blundstone executive chair Steve Gunn said the company wanted to be involved from the start.
“Blundstone is honoured to be the Tasmania Football Club’s foundational partner and to stand alongside the Devils at the very beginning of this historic journey,” he said.
“Proudly Tasmanian since its inception, Blundstone is deeply committed to backing local communities and supporting Tasmanian football at every level.”
