St Kilda Football Club has strengthened its relationship with German technology brand LOEWE, confirming the company will step up as a Major Partner across both its AFL and AFLW programs.

The expanded agreement follows LOEWE’s first year as a Platinum Partner and signals a closer commercial and strategic alignment between the two organisations. Club officials say the progression reflects shared values centred on performance, innovation and long-term success.

St Kilda Chief Customer and Commercial Officer Mike Scott said the initial year of collaboration laid a strong foundation for the deeper commitment. He noted that LOEWE had demonstrated clear confidence in the club’s direction and future ambitions, making the transition to Major Partner a natural next step.

Founded in 1923, LOEWE has built a reputation in the premium home entertainment sector for combining advanced engineering with distinctive design. The brand’s focus on quality and craftsmanship is expected to feature more prominently within the club’s match-day presentation, digital platforms and on-field apparel.

LOEWE Australia CEO Paul Riachi said engagement with the Saints’ supporter base and the club’s forward-looking culture played a key role in the decision to expand the partnership. He added that the company sees strong alignment between elite sporting performance and its own emphasis on innovation and design.

The renewed agreement is set to deliver increased brand integration, enhanced experiences for members and supporters, and a broader presence for LOEWE within the Saints’ high-performance environment throughout the upcoming season.