The Essendon Football Club has further established its brand nationally after agreeing in principle to a formal affiliation with the Redland Football Club in the Queensland AFL competition. Formally known as the Redland Sharks, the club will now be known as the Redland Bombers and will wear the famous red and black colors. The arrangement will be similar to that between Essendon and the North Shore Bombers that play in the Sydney AFL competition. Essendon chief executive Peter Jackson said the affiliation had benefits for both parties. ""It gives Essendon Football Club a presence in Brisbane and we think that is important in terms of our national branding strategy,"" Jackson said.