BLUES AND ALWAYS MADE SPECIAL EXTEND PARTNERSHIP
The Blues are pleased to announce the extension of their partnership with Always Made Special (AMS) for a further three years.
The leading New Zealand merchandise and promotions business has recommitted to the club through to the end of the 2029 season.
Having worked together over recent seasons, Always Made Special has become an integral part of the Blues fan experience, delivering premium membership packs, in-stadia giveaways, promotional merchandise and branded activations that bring supporters closer to the club.
The renewed agreement reflects a shared commitment to creating memorable moments for Blues members and fans while continuing to deliver innovative, high-quality merchandise and promotional solutions.
Established as one of New Zealand's largest corporate merchandise and apparel suppliers, AMS has built its reputation on trusted partnerships, creative thinking and sustainable sourcing.
Blues CEO Karl Budge said the extension was recognition of a partnership that consistently delivers for the club and its supporters.
“Always Made Special has become much more than a supplier, they've become a genuine partner to the Blues. Whether it's the items our members proudly receive each season, the giveaways that create excitement on game day, or helping us bring our brand to life through quality merchandise, the AMS team continually delivers with creativity, professionalism and attention to detail,” he said.
“Our fans expect world-class experiences every time they engage with the Blues, and AMS plays an important role in helping us exceed those expectations. We're excited to continue building on what we've achieved together over the next three years.”
The partnership extension comes as the Blues continue to invest in enhancing the match-day experience and creating deeper connections with members and supporters across New Zealand.
Always Made Special Director Judd Marshall said the business was proud to continue supporting one of New Zealand’s most iconic sporting organisations.
“The Blues are one of New Zealand sport’s great brands, and we're incredibly proud to extend our partnership through to 2029. From member packs and supporter merchandise to in-stadia promotions, every project is an opportunity to create something that strengthens the connection between the club and its fans.
“Our philosophy has always been about creating products and experiences that make brands memorable. The Blues share that same commitment to excellence, innovation and putting their supporters first, making this a partnership we're incredibly excited to continue growing.”