CHiQ has announced a new strategic partnership with the North Melbourne Football Club, becoming the club’s Co-Major Partner for its AFL program and Platinum Partner for its AFLW program across the 2026 and 2027 seasons.
The agreement will see CHiQ branding featured prominently on official playing apparel, extending the brand’s visibility to one of Australia’s most-watched sporting stages.
The partnership represents a significant expansion of CHiQ’s presence in Australian sport, following its successful alliance with the St George Illawarra Dragons in rugby league. As the AFL continues to grow in influence — drawing more than 152 million viewers each year — the collaboration positions CHiQ at the heart of a league with unmatched commercial and community engagement.
“CHiQ is a rapidly growing global home appliance brand, already trusted by households across Australia,” said Orry Lack, Chief Commercial Officer of North Melbourne Football Club.
“Partnering with a brand of such international calibre is a tremendous milestone for our club. We look forward to growing our partnership together.”
David Esler, Marketing Director of CHiQ Australia, said the partnership reflects the company’s shared values with the club.
“We’re honoured to join forces with North Melbourne. The determination of the men’s team and the excellence of the women’s program deeply resonate with our brand values. This partnership is not only a celebration of sporting spirit — it’s a meaningful step in forging emotional connections with Australian consumers,” said David Esler, Marketing Director of CHiQ Australia.
Over the next two seasons, CHiQ and North Melbourne plan to roll out a series of online and in-person activations with key retail partners across the country to boost brand engagement and drive mutual growth.