It will continue to be the official financial services partner of the club
Non-bank lender Liberty has extended its multi-year partnership with the Essendon Football Club, confirming its position as the club’s official financial services partner.
The collaboration, which began in 2021 with the men’s AFL team, expanded to include the women’s team. The Liberty logo, prominently displayed on the back of the red and black guernseys worn by both the AFL and AFLW teams, will now be seen on the VWFL team as well.
“We have built a great platform with Essendon in its men’s, women’s, and now wheelchair football codes,” said James Boyle, chief executive of Liberty. “We’re delighted to continue supporting an organisation that shares our free-thinking philosophy.”
The sponsorship renewal was marked by an event at the Hangar, where Kate Jenkinson (pictured right), Liberty’s manager of group communications, awarded Zach Merrett (pictured centre) the Liberty Player of the Month trophy for his outstanding performance in the initial rounds of the competition.
“As we continue our partnership with the Bombers, we’re excited to carry on this recognition for the players,” Jenkinson said.
“It’s important to Liberty that we are active in our partnership, with a presence not just on the guernsey, but in the club rooms and the stadium too. We’re proud to support Essendon in all its codes and build on the strong brand alliance we’ve established since 2021.”
Essendon’s general manager, Richard Foote (pictured left), expressed gratitude for Liberty’s ongoing support, noting the positive impact of the partnership on the club’s brand and business objectives.
“We’re thrilled to be extending our partnership with Liberty who have seen the value we bring to their brand and business over the last few years, and we thank the Liberty team for their continued support and commitment,” he said.
“This is a strong show of faith in the direction we’re heading for 2024 and along with our members and supporters, we have commenced the season with great excitement.”
Liberty has been a proponent of financial inclusion, innovation, and flexibility for over 26 years, with a notable emphasis on supporting women’s sports.
Beyond its association with Essendon, Liberty has extended its sponsorship agreement with the Melbourne Renegades until 2026 and serves as the naming rights partner of the Liberty A-League women’s competition.
This partnership includes the introduction of the Liberty A-League Pass, offering free access to games for fans under 16.
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