End of an Era as Holman Partnership Concludes

After eight seasons as a major partner of the Subiaco Football Club, the Holman Group will conclude its partnership with the Lions at the end of the 2026 season.

Holman’s name first appeared on the Subiaco jumper in 2019, beginning an eight-year partnership that has been part of some of the Club’s most memorable moments, including the 2019 and 2021 WAFL premierships.

The partnership has extended well beyond the League team, supporting the Club’s broader football and community programs, including the growth of women’s football and talent pathways, regional engagement and the match-day experience for our members, families and supporters.

For Subiaco, the partnership has always been about more than a logo on a jumper. It has been built on shared values, community and a genuine connection between the people of Holman and the Lions.

The conclusion of the partnership follows Holman’s acquisition by ASX-listed global manufacturing group Reliance Worldwide Corporation (RWC) in 2024 and the completion of the transition period.

Subiaco Football Club President Russell Smith said the Club was incredibly grateful for Holman’s contribution over the past eight seasons.

“Holman has been an important part of the Subiaco story for the past eight years, and we are incredibly grateful for the support they have given our Club, our players, our families and our wider community.

“Partnerships like this are built on people, and we have been fortunate to develop genuine relationships with the Holman team over many years.
“We thank everyone at Holman and RWC for their support and wish them every success for the future.”

Reflecting on the conclusion of the Holman partnership, the company said:

“The relationship between Holman and Subiaco Football Club goes back further than any sponsorship agreement. It began decades ago with the brand’s founder, Wally Edwards, long before Holman ever put its name on a jumper. That personal connection laid the foundation for everything that followed, including the day in 2019 when Holman officially became the Club’s Principal Partner.

“As this chapter of our partnership comes to a close, Holman is incredibly proud of what has been built and grateful for the years of shared success, community events and the opportunity to be part of the Subiaco story, both on and off the field. It has been a privilege to stand alongside the Club through so many moments, both big and small.

“Subiaco has become a place that feels genuine, welcoming and family-focused — a place where the community is proud to belong.

“To everyone at Subiaco Football Club, thank you. Holman will always be part of your story and wishes you every success in the years ahead.”

The Club also acknowledges the significant contribution of Wally and Kerry Edwards, whose connection with Subiaco stretches back decades.

Wally’s personal relationship with the Lions will continue through his role as a Club Patron, while Truffle Hill has also joined the Subiaco family as a Gold Partner.

Subiaco looks forward to continuing its relationship with Wally and the Edwards family and celebrating the next chapter of that connection in the years ahead.

The Club would like to sincerely thank the Holman Group and everyone who has been part of the partnership for eight memorable seasons.

As one chapter comes to an end, another begins.

Subiaco Football Club is now looking ahead to the next era of our proud history and the opportunity to welcome a new Major Partner to stand alongside the Lions.

It is an exciting time for the Club, with strong foundations in place, an ambitious vision for the future and a commitment to continued success both on and off the field.

We look forward to partnering with an organisation that shares that ambition and wants to be part of the next chapter of the Subiaco story.