The Sydney Swans will begin their historic first season in the AFLW supported by one of the country’s most recognisable brands, Bing Lee.

Bing Lee is an Australian-owned retailer of electrical goods and home appliances. The Lee family established their first store in New South Wales in 1957.

The partnership, through to at least the end of the 2023 season, will see the Bing Lee logo feature prominently on the back of Sydney’s AFLW guernsey, while Bing Lee will work with the club to support key story-telling content and community initiatives. 

Sydney Swans CEO Tom Harley said the support of Bing Lee will be instrumental in the club establishing a strong and successful women’s program.

“We are thrilled to welcome Bing Lee as a partner of our inaugural AFLW team. Our organisations share a synergy in being iconic Sydney brands that understand the importance of a strong culture in building success. 

“This partnership will provide a great foundation for our women’s side to develop into a successful team both on and off the field, so we thank Bing Lee for their commitment to the club, and to women’s football more broadly.”

Bing Lee General Manager Peter Harris said the company is proud to be the first back of guernsey partner for Sydney’s inaugural women’s team. 

“We at Bing Lee are delighted to be further supporting women’s sport with our partnership with the Sydney Swans inaugural AFLW team,” Harris said. 

“As we celebrate our 65 years as a family-owned business we are ecstatic to be associated with the Sydney Swans, especially in the historic foundation season of the club’s women’s team. 

“Bing Lee aims to create better living in the homes of many Australians and our range of entertainment products helps bring women’s football into people’s homes. We believe there are many great synergies in this partnership and we look forward to working together.”