Australian Football League side Essendon lured a new major sponsor, with furniture company Amart signing "what will be one of the biggest sponsorship deals in Australian sport," according to Sam McClure of THE AGE. In a deal believed to be worth more than A$2M ($1.5M) a season, Amart signed as the club's new co-major sponsor, replacing Kia, with the car manufacturer "disappointed not to be continuing its relationship with Essendon." It is believed the partnership between Amart and Essendon is for at least four years. While the club was "keen to keep Kia as a sponsor," the offer from Amart was "too good to refuse," considering the club's debt "following the infamous supplements scandal." A company that started in Brisbane in the early '70s, Amart has become "one of the leading furniture and bedding retailers in Australia." German car manufacturer BMW was also in discussions for several months with Essendon, but "eventually pulled out after Amart continued to improve its offer to the club."
CALLING IT QUITS: AFL side Hawthorn ended its deal with German carmaker Audi. The partnership, which is believed to have been worth A$1M ($740,000) a season for the club, "may be renewed on a smaller scale," but Audi is unlikely to be Hawthorn's shorts sponsor for '19 (THE AGE, 8/21).
