Softball Australia and S-Trend Team Up

With Australian softball entering a defining era, including the WBSC Women's Softball World Cup Finals on home soil in 2027, Softball Australia has announced a new three-year major partnership with Australian-owned sportswear company S-Trend Sportswear (STR). 

The partnership will see S-Trend become Softball Australia's Exclusive Licensed Apparel and Merchandise Supplierthrough to 2029, delivering player and officials apparel andsupporter merchandise across national pathway programs, National Championships and the highly anticipated WBSC Women's Softball World Cup Finals from 5-11 April 2027. 

This partnership is a commitment to the future of softball and its success on and off the diamond. Athletes, coaches,umpires and statisticians have begun consultation processes to help shape the apparel range, ensuring the designs reflect the needs, experiences and pride of the softball community. 

The consultation and design process is underway, with a staged transition leading into the 2026/27 National Championships Season and the rollout of the new Softball Australia apparel and merchandise program. 

From national representatives competing on the world stage to volunteers and supporters cheering from the sidelines, the partnership aims to strengthen the connection between everyone who plays a role in Australian softball. 

Softball Australia Chief Executive Officer, Sarah Loh, said the collaboration represents a significant milestone in the continued growth and evolution of the sport. 

"As we look ahead to hosting the WBSC Women's Softball World Cup Finals in 2027 and qualifying for the 2028 LA Olympic Games, we're committed to delivering world-class experiences that inspire pride across our entire softball community, from athletes and officials to volunteers, supporters and future generations of participants. S-Trend shares our ambition and brings a proven commitment to excellence in every aspect of their work." 

"What set S-Trend apart was the quality of their product and their willingness to invest time in understanding the unique needs of our sport. Rather than taking a one-size-fits-all approach, they've invested time in listening to and learning from the people who live and breathe softball every day. By engaging athletes, umpires, and statisticians from the outset, they're ensuring that what we create together is built on real insights and shaped by the voices that matter most." 

"Their focus on quality, collaboration and long-term impact gives us enormous confidence that this partnership will deliver something truly special for softball in Australia.” 

For S-Trend, the partnership represents an opportunity to support a sport entering a defining chapter in its history. 

As an Australian-owned business with more than 15 years of experience supporting sporting organisations across elite, pathway and grassroots environments, S-Trend believes great apparel is about helping communities feel connected and represented, and united through a shared sense of pride 

S-Trend Managing Director Douglas Tsoi said the company was excited to partner with Softball Australia as it prepares for a home World Cup. 

“We’revery proud to partner and support with Softball Australia at such an exciting time for the sport. Our focus at S-Trend will be on working closely with the organisation to develop high-performance apparel that reflects what it means to represent Australia, while supporting athletes, staff and the wider softball community with the quality, innovation and service expected of a leading national sporting program. We’re particularly excited to see the Aussie Spirit and Aussie Steelers take the field in STR and to help create an apparel program that the entire softball community can be proud of.” 
 
“With the world’s top teams coming to Australia for the 2027 WBSC Women’s Softball World Cup Finals at Kayo Stadium, there is a real sense of scale and momentum around the sport. To be joining Softball Australia as it builds towards a home World Cup is incredibly exciting, and we’re proud to support the people who play and power the game throughout that journey.” 

Together, Softball Australia and S-Trend are committed to celebrating the people who make the sport possible and creating apparel that tells the story of Australian softball as it builds towards 2027 and beyond.