Tucked inside the members wing of the Charles Brownlow Stand at GMHBA Stadium in Geelong sits what many believe to be the most luxurious corporate box in Australia.
Owned by retail heavyweight Cotton On, the space is so lavish that insiders joke its view is better than the coach’s.
This palatial box, fitted with marble bars, leather lounges and private access, has become the envy of the AFL’s corporate scene.
It belongs to one of the Geelong Football Club’s most influential backers, Cotton On, a major sponsor and proud supporter since becoming the club’s official apparel partner in 2016.
The exclusive suite was born from a vision by Cotton On’s reclusive founder Nigel Austin and his cousin and business partner Ash Hardwick, who prefer to stay out of the spotlight despite the spotlight shining firmly on their extravagant creation.
On match days, the pair host up to 50 guests, all treated to top-tier hospitality and even face painting for the kids.
Soft seating and cosy textures make the space feel comfortable and special on game day for everyone
Big windows give clear views of the field, so guests always feel part of the game from any seat
Made for comfort and fun, the box helps guests feel close to the team and game atmosphere
When Geelong offered up 11 new level two corporate boxes in the Brownlow Stand at $60,000 each per year, Cotton On took it a step further.
Instead of accepting the fit-out provided, they chose to design and build their own from scratch – spending more than $1million in the process.
They brought in renowned designer Greg Natale to bring the space to life. Inspired by the Polo Lounge in New York, Natale set about creating a bespoke, high-end experience unlike anything seen in an Australian sports venue.
‘I wanted it to feel more like a members-only club than a corporate suite,’ Natale said of the space.
The result is breathtaking. Think coffered ceilings, custom Tasmanian oak joinery and black Cambrian granite benchtops.
Brass trims run through the space, while lighting from Ralph Lauren casts an elegant, moody glow over the box during night games.
Even the soft furnishings are bespoke, with Ralph Lauren cushions and specially designed furniture adding layers of comfort and style.
Every element – from stools to side tables – was crafted for this space, using rich leathers, premium timbers and polished brass.
The open terrace offers fresh air, great views of the field, and space to relax between quarters
Navy, timber and metal finishes show team pride and give the room a modern feel with clean style
Old photos on the wall celebrate the club’s history and Cotton On’s local story and shared values
A Greg Natale wallpaper in blue and white runs along the walls, complemented by club memorabilia and rare artefacts.
One of the most eye-catching design touches is a tessellated floor pattern that connects the indoor lounge with an outdoor terrace via custom glass and steel partitions.
This terrace, complete with its own security guard and exclusive access door, gives guests the ultimate view of the Cats in action.
The final result has left footy fans stunned.
‘Well they’d probably have a better view than the opposition coach who depending on the time of the game has the setting sun shining directly into their box,’ one posted on social media.
‘That’s the type of s*** every club should do but they all gave away their home grounds,’ added another.
‘I heard the only way back and from the box is a 23 minute elevator ride,’ another posted, tongue firmly in cheek.
Cotton On’s creation is now being compared with some of the world’s finest stadium suites, rivalling those in sporting cathedrals like Wembley Stadium in London or Arrowhead Stadium in Kansas City.
Outdoor seating and lush plants create a calm, social spot to enjoy the game and sunshine together
A private bar makes it easy to serve drinks, with stylish finishes and soft lighting for guests
Warm lighting makes the room feel calm, great for relaxing before or after the match
Meanwhile Tom Stewart and Shaun Mannagh will return for Geelong against the winless Melbourne Demons.
Scott is wary of Melbourne ahead of Friday night’s clash at GMHBA Stadium, saying their best can be daunting.
Stewart was a late withdrawal from last-week’s loss to Brisbane with a knee injury and Mannagh (foot) will return for the first time this season.
‘He’ll play, unless something we’re not expecting happens in the next 24 hours,’ Scott said of Stewart, one of Geelong’s most important players and their backline general.
‘He was very close (last week), which gave us supreme confidence that he’d be okay and nothing changed in his training earlier in the week … to alter that thinking.’
Scott said Mannagh had been out of the AFL team for a little longer than he would have liked.
Fellow forward Shannon Neale (ankle) will also play, but midfielder Mitch Knevitt is out because of a foot injury and Jhye Clark was dropped.
