Essendon Bombers Announce AutoGrab as Official Training Partner

The Essendon Football Club has announced a multi-year partnership with AutoGrab, designating the Melbourne-founded automotive intelligence platform as the club’s Official Training and Warm-Up Ball Partner.

The deal will see AutoGrab’s branding featured on all training and pre-game footballs, alongside significant match-day signage and digital integration across the Bombers’ ecosystem.

As AutoGrab grows aggressively, they seek to transition from a B2B industry tool into a household name for consumer vehicle valuations.

By aligning with one of the AFL’s most “passionate and loyal” supporter bases, AutoGrab aims to leverage the club’s massive reach to drive adoption of its valuation platform.

For Essendon, the deal bolsters a commercial stable that includes co-major partners Kia and Liberty, creating a cluster of automotive and finance-focused brands ahead of the 2026 Toyota AFL Premiership Season.

Commenting on the partnership, AutoGrab CEO, Daniel Werzberger, said: “AutoGrab is a business that has grown quickly and is in a heavy growth phase, and the synergies with the Bombers made this an attractive partnership.”

“We feel like we are both on the rise and we look forward to sharing that journey together over the long term,” Werzberger said.

Partnership Deliverables and Commercial Integration

The agreement integrates AutoGrab into the club’s high-performance and business networks:

• Training & Warm-Up Asset: AutoGrab branding will be synonymous with the “ball-in-hand” moments of pre-season and match-day preparation, providing high-frequency visibility during broadcast warm-ups.

• EFC Business Network: AutoGrab joins as a Premium Business Member, granting the tech firm direct access to the club’s extensive corporate database and networking events.

• Member Intelligence: The partnership will offer Essendon’s 80,000+ members access to AutoGrab’s premium automotive intelligence tools to assist in car buying and selling decisions.

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