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The Newcastle Knights have signed James Place to sponsor its NRLW side for two years as it continues building a standalone commercial program for the women.

The property developer’s branding will appear on the rear right panel of the women’s competition player shorts.

Club group chief commercial officer, Jodie Cross told Sponsorship News the club is deliberately positioning its NRLW team as a separate commercial property.

“We no longer approach the market by leading with the men's program and then offering the women's program as an add-on.”

“The new strategy is definitely onboarding brands [to] fit that.

“They relate to what we're trying to do in that women's space, empower our athletes and open other doors commercially as well,” she said.

“Our NRLW program is flying. We don't have any assets left.”

The Knights’ NRLW sponsorship portfolio includes sponsors that do not back men's team, although McDonald's, Red Energy and naming rights partner, nib cover both programs.

James Place joins the group just supporting the NRLW program which previously included the Iconic and Sold Property.

Cross said the partnership with James Place was a strong fit because of the sponsor’s focus on supporting women.

Its MD, Andrew James said, “This partnership reflects our shared commitment to excellence, community and creating opportunities for future generations.”

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