The Perth Bears have clawed a deal with trusted second-hand retailer and personal finance provider Cash Converters for NRL principal partnership.
The partnership will make the WA-founded business the front-of-jersey sponsor for the club’s inaugural 2027 NRL season and the following two years.
This partnership is an effective strategic move as Cash Converters have a long-standing history of aligning themselves within the WA rugby league community—dating back to the mid-1990s, when the company served as the major sponsor for the Western Reds.
Since then, it has been instrumental in supporting grassroots and community competitions and initiatives, as the NRL WA’s main sponsor.
It has been reported that the deal is the richest in NRL history, being worth $6 million over three years. The median front-of-jersey sponsor is estimated to be a little more than $1 million per season.
But, this isn’t the first time the Bears have been able to land a massive deal, securing the biggest sleeves deal with Budget Direct worth reportedly around $1.2 million a year.
With this partnership with the Perth Bears, Cash Converters will support the club in its community out-reach programs and game-day activations, as well as be the official partners of the Perth Bears podcast.
Cash Converters is a WA-founded company with a large footprint of stores across the East Coast and WA. This reach mirrors the fanbase of the Perth Bears, whose club is WA-based but has its heritage located in the foundation club the North Sydney Bears, making this an effective strategic move for both parties regarding audience activation and alignment.
Perth Bears GM of commercial, Katie Roberts emphasised that signing Cash Converters as the clubs principal sponsor gives the club immediate brand strength and credibility.
“This partnership is more than just a name on a shirt. Our aligned passion for rugby league will be a powerhouse for authentic commercial and community growth—from grassroots right up to elite level,” she said.
“From a marketing point of view, uniting two brands whose roots run deep in our shared audiences will amplify reach, deepen our trust with fans and create a powerful storytelling platform that connects history, ambition, and two proud regions.”
Cash Converters chief growth officer Sara Tweedly said the partnership reinforces its proud WA roots and decades-long connection to rugby league, all the way to grassroots competitions in the community.
“As one of Australia’s most recognisable brands, a trusted second hand retailer and personal finance provider, proudly founded in WA with a longstanding history with rugby league over 30 years, our partnership with the Perth Bears was both an important strategic decision and a unique opportunity for us,” she said.
“Customers are at the heart of everything we do and our decision to invest in sports sponsorship comes from a deep commitment to customer centricity and community connection. Sport has the ability to bring people together creating moments of shared passion that reflects the values we champion. This partnership is about building meaningful relationships and strengthening the communities we’re proud to support.”
“Our front-of-jersey position is a tribute to our history with the Western Reds and we can’t wait for fans to see that connection come full circle.”
