The Perth Bears have secured a record-breaking NRL jersey sleeve sponsorship deal.
The Perth Bears have secured a key early off-field victory, announcing Budget Direct as the club’s inaugural major commercial partner.
Addressing the media on Wednesday morning at HBF Park, Bears chief executive Anthony De Ceglie said the jersey sleeve-based deal was a significant moment for the new club.
“It’s a historic moment – not just for the Perth Bears, but also for the Australian sporting landscape,” Mr De Ceglie said.
“I can’t give away all of the details, but this is a record-breaking sponsorship of sleeves in the NRL and sets a precedent for everything that the Perth Bears will do.
“We want every one of our partnerships to be record-breaking. Every one of our partnerships to set a new benchmark.
“And if this is a precedent, thanks to Budget Direct, it will mean there’s every chance that the Perth Bears will commercially be the most successful club in the NRL before we even play a game.
“And then, what that does, it sets us up for success. If we get the off-field part of this right, then it sets us up for success to get the on-field part of this right as well.
“We want to be just as successful off the field as we are on the field.”
An Australian Financial Review article published prior to the press conference alleged the deal is in excess of $1 million, however the Bears CEO would not be drawn on the overall figure.
“Look, we cannot give away exact figures – obviously its commercial in confidence – but I can say that it’s double the NRL average for the sleeves, and well and truly a new record for sleeves.”
When asked if there was a chance if the Bears would explore the possibility of Perth-based Cash Converters potentially featuring on the front of the club’s inaugural set of jerseys, Mr De Ceglie said a precedent had been set for companies keen to back the club.
“Look Peter (Cumins) is on our board and Cash Converters are a brilliant WA company,” he said.
“So I’m sure there are opportunities for companies like Cash Converters. The key with Budget Direct is that they’ve set a precedent now – so people know what they have to do to be a part of us.
“And the truth is, we’ve been inundated with companies that want to be a part of this journey with us, which is very exciting.”
Mr Cumins, a longstanding financial sponsor and supporter of WA rugby league across all levels, is executive deputy chair of Cash Converters.
Back in 1995 when the former Western Reds franchise made its Australian Rugby League debut, the Cash Converters logo featured on the front and back of the Reds’ jersey.
A retro replica of this design was released to the market over the past year or two, further enhancing the public’s association between the brand and rugby league in WA.
During his opening remarks, Mr De Ceglie also provided a progress update in relation to the club’s logo and merchandise release.
“We get hit up just about every day with questions like when are we revealing the logo, when can you buy memberships and when is merch on sale,” he said.
“We keep saying to people (to) just be patient.
“We are a start up in many ways and want to make sure every step we take is the right step, so we are not going to rush into things.”
At the recent Ken Allen Medal night at RAC Arena, NRL WA chief executive John Sackson announced there had been increased junior rugby league participation during the 2025 season, particularly in the 13-15 and 16-18 year age groups.
During the NRL WA senior finals series, Mr De Ceglie, Bears head coach Mal Meninga and general manager of football David Sharpe were keen observers both in the stands and on the sideline.
While talk of high-prized recruits from interstate and abroad continue to dominate discussion in the east coast media, Mr Meninga said it was important to recognise local custodians of growing the game in WA who have been fostering first grade talent for many years.
“We want to be a Western Australian rugby league club, we want to build respect within the community and sporting community of WA, that’s how we are going to underpin everything,” he said.
“Our focus of the future is to have, and Anthony mentioned right from the start, is kids – boys and girls, men and women – staying in WA and playing for the Perth Bears.
“It’s really good to understand the market.
“We’re still working very closely with the NRL WA team around all of that. We’re having some really good conversations again behind the scenes.
“It’s like our philosophies and everything we’ve talked about today – it’s around being collaborative, working with NRL WA and obviously acknowledging the history of WA rugby league as well.
“The Western Reds have become an important part. The history is so important. And so, whenever we start hitting the road and working forward as a bear does, forward facing, we will be alongside the rugby league people of WA.
“We understand all of the sacrifices they’ve made over a long period of time just to keep the game alive over here.
“So we appreciate that, acknowledge that and we want to help them become even more prouder of what they do now.”
