The Essendon Football Club has announced a double-sponsorship coup with electronics giant Samsung and Adidas to serve as the Bombers' major and apparel sponsors respectively.
Essendon's newly signed three-year deal with Samsung is believed to be the most lucrative sponsorship agreement in AFL history.
Samsung will replace telecommunications company 3, which has been the Bombers' major sponsor since 2003, from next year.
Meanwhile, Adidas will replace Puma as Essendon's apparel sponsor from November.
And the good news continues for Essendon as the club announced on Friday that it has signed up four players for the next two seasons.
The services of Bachar Houli, Sam Lonergan, Kyle Reimers and Angus Monfries have all been secured until the end of the 2010 season.
Houli has played 14 games since debuting in 2007 and showed particularly impressive signs around the stoppages this season as he averaged 19 touches from his 10 games, before a groin injury cut his year short after Round 11.
Lonergan is another who has seemingly relished the chance to play under Matthew Knights. After managing just one game in his first two seasons, the 21-year-old has played 18 games this year and appears to have the makings of a valuable inside midfielder in the coming years.
Reimers, who has received additional attention this year thanks to his now trademark orange boots, too has blossomed this year as an attacking wingman/forward.
After playing just three games in his debut season in 2007, the 19-year-old has featured in 15 matches this year averaging just under 15 touches a game and kicking 13 goals.
However, arguably the most relieved of the quartet to have been given a new deal is Monfries.
Into his fourth season, the small forward's career appeared to be at the crossroads in the first half of the year but he turned it around in Round 10 when he nullified Adelaide superstar Andrew McLeod during the Bombers' five-point loss to the Crows at AAMI Stadium.
Since then, he has hardly put a foot wrong, defying his 182cm to provide a sound target in attack. His resurgence has been highlighted by a best-on-ground performance against Carlton in Round 13 when he collected 25 touches and kicked four goals on star Blues defender Andrew Carrazzo.