Liberty extends Essendon Football Club partnership

Leading lender Liberty has announced a multi-year partnership extension with the Essendon Football Club.

Liberty will continue to be the official Financial Services Partner of the Essendon Football Club, having initially sponsored the AFL team in 2021 before extending the partnership to include the women’s team upon entering the competition the next year.

The Liberty logo features on the back of the red and black guernsey for the AFL and AFLW teams, and will now also extend to the VWFL.

Commenting on the partnership renewal, Liberty Chief Executive Officer James Boyle said: “We have built a great platform with Essendon in its men’s, women’s, and now wheelchair football codes. We’re delighted to continue supporting an organisation that shares our free-thinking philosophy.”

In conjunction with the sponsorship renewal, Liberty Manager – Group Communications Kate Jenkinson attended the Hangar this week to present the first Liberty Player of the Month trophy to Zach Merrett for his performance in rounds 1-4.

“As we continue our partnership with the Bombers, we’re excited to carry on this recognition for the players,” Ms 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 General Manager – Commercial Richard Foote welcomed Liberty’s continued commitment to the Bombers family.

“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,” Mr Foote 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.”

For over 26 years, Liberty has championed financial inclusion, innovation and flexibility. Liberty also has strong credentials supporting women’s sport, ramping up its sponsorship plan by extending its partnership with the Melbourne Renegades until 2026. Liberty is also the naming rights partner of the Liberty A-League women’s competition through which it launched the Liberty A-League Pass to grant free access to games for fans under 16.