The Tasmania Devils have secured a significant commercial partnership, announcing a seven-year deal with iconic Tasmanian boot brand Blundstone as their foundation principal partner. The agreement, effective from , will see Blundstone’s logo prominently displayed on the front chest and top-back of the Devils’ guernseys, initially in the VFL and VFLW competitions before extending to the AFL and AFLW when the team enters the national leagues in .
This marks the first major sponsorship deal struck by the AFL’s 19th team as it prepares for its debut in the national competition. Devils CEO Brendon Gale emphasized the importance of the partnership, stating, “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.” Gale also noted the club had received interest from both national and global brands, highlighting Blundstone’s commitment as particularly meaningful.
Blundstone, founded in Hobart in , has deep roots in Tasmanian football history. The company famously crafted the playing boots worn by state legend Darrel Baldock in the 1960s and currently sponsors the Southern Football League. This existing connection to the Tasmanian football community likely played a role in securing the partnership.
The collaboration between the two brands was previewed last year with a limited-edition boot release. These boots featured the Devils’ distinctive myrtle green soles and a unique fur-patterned elastic design. Every pair in the adult range boasted a slightly different pattern, and the run quickly sold out, demonstrating a strong consumer interest in the partnership.
Blundstone executive chair Steve Gunn expressed the company’s enthusiasm for the long-term commitment, saying, “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.”
Beyond the financial implications, the partnership signifies a strategic alignment between two prominent Tasmanian brands. The Devils’ entry into the AFL and AFLW represents a significant opportunity to elevate the profile of Tasmanian sport on a national stage. Blundstone’s association with the club will provide valuable brand exposure and reinforce its identity as a proud Tasmanian company.
The Devils are also navigating the complexities of list building as they prepare for their AFL debut. While the club will undoubtedly consider Tasmanian players already in the AFL system, CEO Brendon Gale indicated that bringing players “home” isn’t necessarily a critical component of their recruitment strategy. Gale pointed to the success of the NBL’s Tasmanian JackJumpers as a model, suggesting that building a competitive team doesn’t solely rely on attracting local talent.
“I don’t think it’s critical. I think it’s a nice story, but on the right terms,” Gale stated. “But the JackJumpers have proven that it’s not that important. Our focus will be at the other end of that as the kids, with the boys and girls coming up and the Academies. We’ve got an opportunity there and there’s a really rich opportunity.”
The club is actively engaging with players considering moves to the Devils, as well as those potentially using the new club to leverage contract negotiations with their current teams. Gale acknowledged this presents a challenge, noting that he’s even encountered it with off-field personnel. The Devils have access to out-of-contract players as free agents in both and , providing opportunities to bolster their list.
The Blundstone partnership provides a solid foundation for the Devils as they continue to build towards their AFL and AFLW aspirations. It demonstrates a commitment from the Tasmanian business community and signals a growing excitement surrounding the team’s future. The seven-year deal offers stability and allows the club to focus on developing its on-field performance and fostering a strong connection with its supporters.
The Devils’ approach to list building, combined with the financial backing of a major sponsor like Blundstone, positions the club for sustained success as it embarks on this new chapter in Tasmanian football history. The focus on developing local talent through academies, alongside strategic recruitment, suggests a long-term vision for the club’s future.
