New women’s AFL league seals kit partner

The Cotton On Group fashion brand has signed up as the official apparel partner of the newly-formed AFL Women’s (AFLW) Aussie rules competition.

The company's agreement with the AFL covers the competition’s inaugural 2017 season.

Apparel will be produced by Cotton On Group’s high-performance sportswear category, Coar.

Cotton On Group has worked with AFLW players including Daisy Pearce, Lauren Arnell and Aasta O’Connor to develop the specifically-designed clothing.

“We are entering a new and exciting stage in Australian sport and we needed an apparel supplier that represented and understood the needs of our new group of elite athletes and shared the AFL’s core values,” Darren Birch, the AFL’s general manager of commercial operations, said.

“The Cotton On Group is an iconic global retailer that Australians know and trust. This new partnership was a natural fit and we are delighted to be working together to bring a contemporary uniform for the emerging league.”

The New Era Cap Company has also signed on as the league's official headwear partner. New Era will serve as an on-field partner of each of the league's eight teams, with headwear to be provided for both players and fans.

The league will begin in February 2017.