'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit Australia 2026 Playa Power Program Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > Sydney FC and Official Apparel Partner Under Armour Unveil First A-League Kit Dedicated to Active Supporters Sponsorship 3 min read Sydney FC and Official Apparel Partner Under Armour Unveil First A-League Kit Dedicated to Active Supporters Written by MOS Editorial Team Published on 30 October 2026 Sydney FC and official apparel partner Under Armour have launched the club’s third kit for the 2026–27 A-Leagues season, marking the first jersey in competition dedicated exclusively to a club’s active supporter group, The Cove in Bay 23. Designed to honour the long-standing bond between the organisation and its core fanbase, the black and charcoal third kit incorporates visual representations of supporter culture directly into the fabric. The front of the shirt features charcoal grey silhouettes depicting members of The Cove in full voice with scarves, merchandise, and signage, alongside iconic Sydney landmarks like the Harbour Bridge, while a dedicated Bay 23 emblem is positioned below the collar on the top left shoulder. The design is rounded out by an iconic blue deconstructed Sydney FC crest and a ‘We Are Sydney’ bottom embellishment. Sydney FC Men’s captain, Rhyan Grant, emphasised the role active supporters play in generating home-ground advantage and driving team performance. “Win or lose, The Cove supporters are always showing up, and have never wavered in their support of us, bringing the noise that makes the atmosphere of every game we play,” Grant said. Sydney FC Women’s captain, Natalie Tobin, echoed those sentiments, highlighting the unified culture spanning both senior elite teams. “Without The Cove and Bay 23 supporting us, and continuing to show up for all of our games, we wouldn’t be the club that we are today.” “At Sydney FC we really value the pride and the support that the fans have for us, so being able to capture and share that club pride with the supporters through this kit is amazing,” Tobin said. Sydney FC executive vice-chairman, Sebastian Gray, added the commercial milestone for the A-Leagues club. “The Cove has been part of the fabric of Sydney FC since the very beginning.” “As the first A-League club to dedicate a kit to its active support, we’re recognising everything our supporters have given this Club: their voice, their loyalty and their passion. It’s a kit made for the fans, inspired by the fans, and we couldn’t be prouder to see it worn on the pitch and in the stands,” Gray said. Both the Sydney FC Men’s and Women’s First Team squads will debut the new third kit on pitch this weekend during their respective away fixtures against Melbourne City and the Brisbane Roar. The commercial release also includes full retail availability across the club’s official e-commerce channels, providing active supporters and the broader fanbase with dedicated apparel that reflects their match-day contribution to stadium atmosphere at home and away. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . New Zealand A-Leagues club Wellington Phoenix has confirmed a commercial partnership renewal with... The United States Tennis Association (USTA) and technology giant IBM have agreed... Queensland Country Bank and Big Bash League franchise the Brisbane Heat have announced... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com