Essendon Football Club has signed an exciting new partnership with Liberty Financial, just hours before the start of its 2021 campaign.

Liberty joins the Bombers as the club’s official financial services partner, with the logo to feature on the back of the match-day guernseys.

For more than 23 years, the leading non-bank lender has offered free-thinking loans to support more customers with greater choice. As a pioneer in specialist lending, Liberty offers flexible solutions with personalised service not available from other financial institutions.

Liberty’s logo features on the top-back of the red and black guernsey for both AFL home and away games, with the Bombers running out for the first time in the new-look guernseys this evening for their clash with Hawthorn at Marvel Stadium.

The logo will also have a presence on the club’s VFLW playing shorts this season and will feature on the club’s media backdrop and match-day signage in the Essendon rooms this year.

Essendon chief executive officer Xavier Campbell welcomed Liberty to the red and black family.

“To be joining forces with Liberty on the eve of the 2021 AFL season is a terrific outcome, and we thank the Liberty team for their commitment,” Campbell said.

“Liberty will have a very real presence on our match-day guernsey and for the first time, we will have a logo on the top-back of the jumper.

“Along with our current suite of dedicated partners – led by our co-majors in Amart and Fujitsu Australia – we are delighted to have signed another two important partners in Liberty and Carlton & United Breweries in as many weeks.

“This is a strong show of faith in the direction we’re heading for 2021 and along with our members and supporters, we commence the season this evening with much anticipation and excitement.”

Liberty chief executive officer James Boyle said that as one of Australia’s first specialty lenders, Liberty felt the partnership with one of the oldest football clubs highlighted the shared pioneering spirit.

“We’re proud to support Essendon in both male and female codes. As pioneers in our respective areas, we embrace diversity and share a free-thinking philosophy,” Boyle said.

“We’re excited by the opportunity to build our brand and increase awareness of Liberty alongside such a well-known and successful AFL side. We hope this sponsorship will help inform Australian borrowers about our free-thinking financial solutions.”

The signing of Liberty follows the recent announcement of a three-year partnership with Carlton & United Breweries as the club’s official match-day and event beverage partner.

Click here for more information on Liberty.