The Iconic enters NRLW as women’s sport sponsorship surges

The Iconic has entered the sports sponsorship market for the first time, signing a partnership with the Newcastle Knights NRLW team in a move that reflects the growing commercial momentum behind women’s sport.

The fashion and lifestyle platform will join the club as the exclusive online retail partner of the Knights’ NRLW side for the 2026 season. The deal will see The Iconic feature on the team’s playing kit, while also designing off-field uniforms for players.

It marks a first-of-its-kind collaboration for the retailer, which is making its debut in sports partnerships by backing a women’s team as its foundation entry point into the category.

The move comes as women’s sport hit a new record over the weekend, with a record crowd of 74,397 fans turning out for the AFC Women’s Asian Cup finals clash between Australia and Japan. 

Knights chief commercial officer Jodie Cross said the partnership signals growing demand from brands looking to invest in the women’s game.

“We’re thrilled to partner with a renowned Australian brand like The Iconic,” Cross said. “It’s another sign of the incredible momentum behind the NRLW and the growing appetite for major brands to invest in the future of women’s sport.

"This partnership is about more than just apparel; it’s about confidence. We want our players to feel bold and supported both on and off the field.”

The partnership will extend beyond matchday, with both organisations planning community programs and athlete-led storytelling initiatives focused on confidence, empowerment and self-expression.

The Iconic chief marketing officer Joanna Robinson (pictured) said the brand saw the partnership as an opportunity to align with a new generation of athletes shaping culture beyond the field.

“It’s about so much more than a logo on a jersey. The athletes, the club and the fans are building something special, and we’re excited to be part of it,” Robinson said.

“At The Iconic, we care deeply about women being seen, celebrated and supported – for their strength, their achievements, and everything they bring on and off the field.

“It’s not just about what you wear, it’s about how it makes you feel – confident, comfortable, and ready to show up as yourself.”

The deal lands as the commercial case for women’s sport continues to strengthen. According to Macquarie University marketing professor Jana Bowden, women’s sport is not only growing, but delivering stronger returns for brands.

“Women’s sport is growing so rapidly that it is now forecast to overtake men’s sport in terms of its effectiveness on brand awareness and conversion to actual sales,” Bowden told The Sunday Telegraph.

She added that women’s sport audiences are 25% more likely to buy from sponsor brands compared to men’s sport, rising to 27% when tied to a female athlete, with every $1 invested generating up to $7.29 in customer value.

“Female sport fandoms are highly engaged and they’re shoppers. The return on investment is huge,” she said.