Geelong Cats has officially unveiled their new playing jumper for the 2026 AFL season, a move that sparks AFL Community…
The Geelong Cats, one of the oldest and most storied clubs in Australian Rules Football, have officially unveiled their new playing jumper for the 2026 AFL season, generating significant buzz among fans and commentators alike. While details of the full design and club announcement emphasised continuity with the Cats’ iconic blue and white hoops, it was the prominent inclusion of a new sponsor logo and updated branding elements that has driven much of the conversation around the strip.
Traditionally, the Cats’ guernsey has featured the club’s classic horizontal blue and white hoops — a symbol recognised across Australia and beyond as the heart of Geelong’s identity. For 2026, while the hoop design remains central, changes have been made in how commercial elements are integrated. A large sponsor logo placed on the back of the jumper has drawn especially strong reaction from parts of the supporter base, with some fans voicing surprise and frustration at its size and visual prominence.
These design changes reflect larger shifts in the commercial landscape of the AFL, where clubs increasingly balance tradition with revenue opportunities through sponsorship and partnership agreements. In recent off-season developments, Geelong has also confirmed several high-profile commercial partnerships, including new agreements that see global outdoor gear brand YETI featured on guernsey neckline positions and fashion and sports retailer JD Sports joining as an Elite Partner ahead of 2026.
The process of unveiling the new jersey also included revealing updated guernsey numbers for several new recruits and draftees ahead of next season, offering supporters a first glimpse of how the 2026 Cats might look on the field in competitive action.
Reaction to the new design has been mixed. While many fans have welcomed the classic look of the blue and white hoops — a design that connects deeply with the club’s long history — others have been more critical, especially regarding the aesthetic balance between club art and commercial branding. Some commentators noted that the large back-of-jersey logo stood in contrast to the simplicity fans often associate with Geelong’s strip.
Beyond design, the reveal has helped build momentum for the club as the 2026 AFL season approaches. The Cats head into next year with a refreshed list and high expectations after reaching the Grand Final in the previous season. With preseason training well underway, including standout efforts from key recruits and returning players, the team will soon take to the field wearing the new guernsey in earnest.
For many supporters, the new jumper represents both a link to Geelong’s proud heritage and a tangible symbol of how the club is evolving in the modern era — blending rich tradition with the commercial realities of elite sport. As the first ball is bounced in the upcoming season, all eyes will be on whether this new look can bring success on the field to match the strong reactions it has sparked off it.
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