Sponsorship & Commercial Partners

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Dons and Tradie form perfect package​

Iconic Aussie brand Tradie will support the Dons in 2022.

The Bombers are proud to announce a new partnership with iconic Australian brand Tradie, which will support the Bombers in 2022.

Tradie is set to be the club’s official underwear, deodorant and bodywash partner, and will feature on the players' training and playing shorts this season.

Tradie Founder and CEO Ben Goodfellow established the brand in 2010 with the desire of adding personality, humour and functionality to the underwear market.

Since then, Tradie has expanded from an underwear brand to now produce workwear, boots, babywear, tools, drinks and beauty.

Essendon CEO Xavier Campbell said the club was excited to partner with the lovable Australian brand.

“We are thrilled to align with a home-grown Australian brand in Tradie and work together throughout the 2022 season,” Campbell said.

“Tradie are coming on board with the club on the eve of what promises to be a very exciting season for the red and black, and of course, coincides with our 150th anniversary year so we’re thrilled to have the support of Ben and the wider team at Tradie.”

Goodfellow said he was proud to partner with Essendon, especially as a lifelong Bombers supporter.

“As a lifelong supporter of the Bombers I’m pumped to have the Tradie brand on the shorts for the 2022 season,” Goodfellow said.

“To be associated to this great club in its 150th year is a privilege and we look forward to having some fun with the Tradie brand and the Bombers players.

“We’ll ensure the boys are comfy as in their Tradie undies and they’re smelling fresh with our Tradie deodorant. Go Dons!”
 

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AFL AND REDDIT ANNOUNCE THE WORLD’S FIRST SPORTS PARTNERSHIP FOR REDDIT AVATARS

The Australian Football League (AFL) and Reddit are pleased to announce the world's first sports partnership for Reddit Avatars, launching a limited series of AFL-themed Avatar gear on Reddit.

The partnership will see AFL-themed Avatar gear on Reddit available for every club during the 2022 AFL men’s season. Fans can personalise their Avatar on Reddit with club gear to proudly showcase their footy colours and club.

This agreement and launch makes the AFL the first sports league in the world Reddit has partnered with on an Avatar series. Reddit has previously partnered with gaming companies Riot and Bungie for the creation of Avatar gear on Reddit.

AFL Executive General Manager Customer & Commercial, Kylie Rogers, said the partnership with Reddit provides fans an authentic connection to footy on one of the largest online community platforms.

“The AFL community on Reddit is one of the most active and vibrant online homes for footy fans, so we’re excited to collaborate on a sporting world first that allows fans to represent their club proudly. Our primary focus is to build an emotional connection between our fans and the game, and partnering with Reddit allows us to do this in a totally new way with some of our most passionate fans.”

“We’re thrilled to partner with the AFL as one of the world’s premier sports leagues. The clubs hold a special place in the hearts of millions of Aussies and they were a natural partner for this initiative.” said Reddit Australia's Market Director David Ray, “This will give all AFL club fans the chance to customise their own Reddit Avatar, while showing passion for their favorite teams on Reddit.”

Through Reddit’s Avatar builder, redditors can create their own profile Avatar, complete with hair, jackets, event-themed gear, and now - the guernseys of their favourite AFL club.

To create and save an AFL-themed Avatar on Reddit, AFL fans need to sign up to or sign into their Reddit account, then under their Profile, select “Style Avatar”. From there, the AFL club jersey avatars will be available under the “Explore” tab until 31 July 2022 and will remain available in the Avatar builder for the entire 2022 season.

Once a redditor has customised an Avatar for their profile image, they will see it on their profile page, profile hovercard, in comments they leave, and in posts they create. Avatars enable redditors to closely align with their favourite communities, while also giving themselves individuality, distinction, and prestige.

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