Perth Bears join NRL rich list with blockbuster $6 million sponsorship deal with Cash Converters

Perth Bears have secured a massive three-year jersey sponsorship with Cash Converters worth more than $6 million, placing the franchise among the NRL’s commercial elite.

Perth Bears chief executive Anthony De Ceglie will unveil the new jersey sponsor as Cash Converters. Picture: Jonathan Ng

The Perth Bears are poised to claw their way into the NRL rich list with a massive jersey sponsorship deal worth more than $6 million.

Cash Converters, founded in Western Australia, will be announced as a three-year front of jumper partner for the NRL franchise entering the competition in 2027.

While clubs are notoriously protective of sponsorship values, the $2m-plus per year coup will place the Bears alongside the Sydney Roosters in attracting big bucks to adorn their kit.

Car manufacturer BYD is reportedly paying $10m over five years to partner with the Trent Robinson coached outfit, while the Dolphins have secured Budget Direct on a one-year deal of around $3m which also includes sleeve branding.

The Brisbane Broncos have Kia on the front of their jersey at an undisclosed price, but The Star is on the back of the jumper for $1.5m a season.

Perth Bears chief executive Anthony De Ceglie. Picture: Jonathan Ng

Perth Bears CEO Anthony De Ceglie told the Sunday Telegraph the sponsorship with the second hand retail giant, saying it was “not just a game changer for the club, but sport in WA”.

Cash Converters recently launched a $25m capital raise to acquire 29 franchised stores and expand their corporate network nationwide to more than 120 locations.

Perth Bears head coach Mal Meninga. Picture: Getty Images

“The Perth Bears have already broken NRL records commercially and this mega deal ensures our club is in the very top echelon of teams across the nation,” De Ceglie said.

“Cash Converters has always been an incredible supporter of NRL in WA with their consistent backing of grassroots rugby league.

“This deal is a testament to that dedication and the strength of our game. It is a proud day.”

De Ceglie also paid tribute to the rugby league leadership, which has backed the west for success.

Perth Bears CEO Anthony De Ceglie speaks to the media watched by head coach Mal Meninga. Picture: Getty Images

“The Perth Bears are the most exciting story in Australian sport thanks to the rise and rise of the NRL under the leadership of Australian Rugby League Commission chair Peter V’landys and NRL CEO Andrew Abdo,”he added.

Cash Converters managing director Sam Budiselik said the sponsorship was “a natural fit”.

“Whilst we are a proudly WA founded business, we operate nationally and partnering with the Perth Bears at a time when the sport has seen such rapid growth … enables us to meet more Aussies where they are,” he said.

The Sunday Telegraph understands the Bears are also close to revealing a ground-breaking collaboration with global technology powerhouse IBM, whose sporting links currently include Wimbledon, UFC and the Ferrari Formula One team.

Cash Converters are lifting the Perth Bears into the NRL rich list with a $6 million three-year partnership.

The IBM arrangement is believed to be based on designing AI and digital solutions that will enhance player performance and fan engagement.

While the details remain under wraps, the Bears’ tech journey is likely to revive memories of the 2011 Hollywood movie Moneyball.

Nominated for six Academy Awards, Moneyball told the story of Major League Baseball club, the Oakland Athletics, which with a limited budget was struggling to recruit players and compete.

Ignoring traditional scouting methods, the club’s manager Billy Beane – played by Brad Pitt on the screen – turned to technology and algorithms to identify and sign under-valued players.

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Originally published as Perth Bears join NRL rich list with blockbuster $6 million sponsorship deal with Cash Converters