National soccer body Football Australia has continued to bolster its commercial partnerships ahead of the men’s FIFA World Cup, adding performance sleep systems Bedgear to its slate of sponsors.
Under the new deal, Bedgear becomes the official sleep supplier of Football Australia’s men’s (Socceroos) and women’s (Matildas) senior teams, with the company already providing personalized pillow fittings for both squads and staff that match their body type, sleep position, and temperature preferences.
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The partnership will focus on Bedgear supplying personalized sleep solutions as both the men’s and women’s teams travel for their upcoming programs.
The new deal comes a day after Football Australia announced the renewal of its agreement with Australian menswear brand M.J. Bale.
The renewal will see M.J. Bale continue as the official tailor of the men’s national team, known for sponsorship reasons as the CommBank Socceroos, as they prepare to compete in the upcoming FIFA World Cup being held across the US, Canada, and Mexico from June 11 to July 19.
Under the new agreement, the brand will provide tailored formalwear for the entire playing squad, coaching staff, and support team. For the World Cup, the team will specifically wear the brand’s Churchill suit.
The renewal builds on the pair’s long-standing partnership, which has seen the brand outfit the national team during major international campaigns in 2014 and 2022.
Martin Kugeler was announced as the new chief executive of Football Australia in January, ending the body’s eight-month search for a successor to James Johnson, who stepped down in May 2025 after more than five years in the role to join Canadian Soccer Business, the commercial arm of governing body Canada Soccer.
Since appointing Kugeler, the body has announced several new partnerships, including a new three-year tie-up with car manufacturer Isuzu UTE Australia covering the 2026 men’s and 2027 women’s FIFA World Cups, as well as the 2026 AFC Women’s Asian Cup, which Australia will host.
Last month, the body announced a new agreement with soft drinks giant Coca-Cola covering multiple World Cups.
Under the deal, players from the men’s (Socceroos) and women’s (Matildas) national sides will feature on-product, as well as across Coca-Cola’s digital, broadcast, and outdoor marketing channels.
Australia's first World Cup game will take place on June 14 (Australian time), as they take on Turkiye. Their other group-stage games are against the US (joint hosts) and Paraguay.
