NRL 2025: Bulldogs set to reach historic financial milestone as sponsorships exceed $10 million
Four years ago the Bulldogs were forced to play with a blank jersey as sponsors abandoned ship. But recent success has the club on the cusp of a massive milestone ahead of their 90th anniversary.
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Just four years ago they couldn’t even attract a sponsor for their NRL jersey.
Now Canterbury are set to smash through the $10 million sponsorship milestone for the first time when they celebrate their 90th anniversary next season.
It is a stunning result for the Bulldogs, who were embarassingly forced to play with a blank jersey in 2020 when Rashays walked away following an off-field incident in Port Macquarie.
It is also another sign of the gradual rise of the once-proud club, almost tripling their sponsorship revenue of $3.6 million from that corresponding season.
In a cut throat Sydney market, the Bulldogs have to fight for commercial and corporate support along with eight other NRL clubs – plus professional franchises in AFL, rugby union, A-League, cricket and basketball.
South Sydney, Melbourne, Brisbane and the Dolphins are understood to have larger sponsorship bases, but the Bulldogs have never before reached such a financial landmark.
The Broncos received $14.6m last year, while Parramatta got $10.7m.
Sponsors secure returns though - among other avenues - jersey exposure, ground signage, coaches’ sponsorship along with digital, website, social media and video screen branding.
The Bulldogs plan to announce their 2025 sponsorship family in early November.
While figures vary from club to club, the average major sponsorship for the front of jersey is roughly $1 million.
The other kit properties start at $250,000 for shorts and range from $350,000-$750,000 for other jersey properties.
“Breaking the $10 million sponsorship barrier is a testament to our commercial program’s strength and the faith our partners have in our vision,” said Bulldog CEO Aaron Warburton.
“Our commercial innovation extends beyond traditional sponsorship channels - we’re developing sophisticated digital solutions and unique activation opportunities that deliver measurable ROI (return on investment) for our partners.
“Our partners recognise the unique opportunity to connect with one of rugby league’s most passionate and engaged fan bases. While we’re proud of our recent commercial growth, our focus remains on delivering genuine value to our corporate partners and members.
“The targets we continue to set are ambitious, however we know sustainable growth only comes through building a solid plan, working hard and never losing sight of what matters most - our connection to the Canterbury-Bankstown community.
“Our strong crowds and membership growth in 2024 have created tremendous momentum, with partners eager to be part of our journey in 2025.
“This milestone reflects not just our growing commercial value, but the strong relationships we’ve built with our partners who believe in what we’re creating here at the Bulldogs.”
Canterbury is preparing to celebrate the club’s 90th year in existence – which will include an anniversary logo.
And it comes as the first grade team – under coach Cameron Ciraldo - re-emerge as an NRL force with that TAB placing Canterbury on the fifth line of premiership betting at $13.
“The 90th anniversary of the Bulldogs is a momentous milestone in our club’s history,” Warburton said.
“Throughout 2025, we’ll be celebrating nine decades of rich history in Canterbury-Bankstown with a series of special events that will bring together our past players, current squad and devoted fans. This anniversary year is about honouring our heritage while looking confidently toward our future.
“The 90th anniversary logo we’re unveiling captures nine decades of pride, passion, and persistence. It’s been carefully crafted to reflect our club’s journey from 1935 to 2025, incorporating elements that will resonate with every generation of Bulldogs supporters.
“And our 2025 jersey design represents both our heritage and our future. We’ve created something special that honours our traditions while embracing a modern aesthetic.”
Season 2025 will also include the club fielding a side in the NRLW for the first time.
“Entering the NRLW competition in 2025 represents a defining moment in our club’s history,” Warburton said.
“We’ve been methodically building toward this, and the commercial interest we’re already seeing validates our approach. This isn’t just about adding a team - it’s about creating genuine pathways for women in rugby league and strengthening our club’s position as a leader in the sport.”
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