Bombers announces New Era as official apparel partner

18 February 2019


Essendon Football Club’s esports team Bombers has added New Era as its official apparel partner.

The apparel brand will provide headwear, a match-day uniform, and travel clothing for the team to wear throughout the 2019 season of the Oceanic Pro League (OPL).

Justin Rodski, CCO of Essendon Football Club discussed the partnership in a statement: “We have formed a strong partnership with New Era since they joined the club in 2016 and we are thrilled they will now extend that commitment to our Bombers’ esports team. This is a significant partnership as it is the first apparel partnership of its kind in the Australian esports scene and represents New Era’s first foray into esports apparel.”

Australian Football League competitor Essendon Football Club announced its esports efforts in December 2017 when it acquired League of Legends roster Abyss. The venture was made in partnership with Executive Sports and Entertainment, a commercial rights negotiation firm.

Simon Hibbs, General Manager of New Era Australia added: “Esports represents one of the major emerging trends in sport and New Era Australia is very proud to partner with the Bombers esports team and expand our presence into this exciting new competitive sport. The Bombers esports team will showcase not only our world-famous headwear but also a line of premium apparel and bags aligned with our street lifestyle heritage.”

Esports Insider says: New Era is a good grab for a team of this size and status – it’s typically ‘bigger’ teams that acquire quality apparel partners so this is cool to see. This, to us, shows a further sign of commitment from Essendon Football Club in favour of its esports efforts as it’s continuing to work on forging new partnerships.