In a move that has sent shockwaves through the Australian sports landscape, Collingwood Football Club defender Brayden Maynard has signed a monumental $12.8 million endorsement deal with global sportswear giant Nike. This unprecedented contract makes Maynard one of the highest-paid athletes in the AFL and cements his status as a leading figure in Australian football.
A Game-Changing Partnership
The deal, which is believed to be the largest ever secured by an AFL player in terms of endorsement value, includes a multi-year agreement that spans both on-field and off-field commitments. Nike has committed to producing a signature line of footwear and apparel under the “Maynard” brand, with the first products expected to launch in the 2026 season.
Maynard’s partnership with Nike is seen as a strategic move by the company to strengthen its presence in the Australian market and to align with one of the AFL’s most dynamic and marketable stars. The deal also includes provisions for community engagement programs, with Maynard set to participate in youth development initiatives and grassroots football clinics across the country.
A Stellar Career
Since making his AFL debut in 2015, Brayden Maynard has established himself as one of the league’s premier defenders. Known for his tenacity, leadership, and versatility, Maynard has played over 200 games for Collingwood and was a key figure in their 2023 premiership victory. His consistent performance has earned him multiple All-Australian selections and a reputation as a player who thrives in high-pressure situations.
In 2025, Maynard was named one of Collingwood’s vice-captains, further solidifying his leadership role within the team. His commitment to the club was reaffirmed with a two-year contract extension signed in late 2024, keeping him at the Magpies until the end of the 2026 season.
Industry Reactions
The announcement of Maynard’s deal with Nike has been met with widespread acclaim. AFL CEO Gillon McLachlan praised the contract as a significant milestone for the league, highlighting the growing commercial appeal of Australian rules football. “Brayden’s partnership with Nike is a testament to the global recognition of our game and the caliber of talent we have in the AFL,” McLachlan said.
Nike’s Australian Managing Director, Sarah Johnson, expressed excitement about the collaboration, stating, “Brayden embodies the values of performance, resilience, and innovation that are at the core of the Nike brand. We are thrilled to have him on board as a Nike athlete.”
Looking Ahead
With the ink barely dry on his historic deal, Brayden Maynard is poised to continue his ascent both on and off the field. The upcoming launch of his signature product line is expected to further elevate his profile and influence, making him a central figure in the intersection of sport and fashion.
As the 2025 AFL season progresses, all eyes will be on Maynard as he leads Collingwood in their pursuit of further success while also embarking on this exciting new chapter in his career
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