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The deal, which is reported to be just under $10 million over 3 years with a 4th year option, will see Samsung as the club's major partner in 2009 and provide exciting opportunities for each organisation to grow their fan base.

"Samsung has supported Essendon over the past two years and we are pleased they are seeing the value of their investment returned and have upgraded as our principal sponsor. It is a major boost and show of support for our club," Essendon managing director, Peter Jackson, said today, adding that this Samsung partnership "will underpin our business for the next three years and further build our reputation as one of Australia's most respected sporting club."

Kurt Jovais, Director of Marketing, Samsung Australia, said that Samsung is further strengthening its sponsorship portfolio to align with one of the most successful AFL clubs.

 "Through our Essendon sponsorship, Samsung will be connecting to more loyal and dedicated AFL members than any other channel, ensuring the Samsung brand gains ongoing national exposure and recognition," Jovais said.

Although both Samsung and Essendon are remaining tight-lipped about the actual monetary terms of the agreement, has been reported by various outlest at being anywhere up to $10 million and will see Samsung on the front and back of the Essendon guernsey from 2009-2011.

Essendon thanked the club's current major partner, Hutchison 3G, for its support over eight years saying on its website that "Essendon and Hutchison 3G have enjoyed a successful partnership and both organisations have grown considerably - we are in discussions about a potential role for them at the club in the future."