Why: THE ICONIC is a new entrant in sponsorship, signing their foundation partnership with the Knights NRLW team this week, including a spot on the playing kit.

Context: They join other recent female focussed fashion brand partnerships such as KOOKAÏ x Hawthorn Hawks, Farage x Sydney Swans and SABA x West Coast Eagles.

So what: Look for THE ICONIC to expand into AFLW clubland to round out a national presence. Note - AFLW’s league-wide supplier deal with Cotton On expired in 2025, allowing clubs to pursue individual kit deals.