The Bombers have wound back the clock, re-signing DON Smallgoods as an official commercial partner.

Reviving a collaboration between the two organisations that was first established in 1977, the reignited alliance will see DON integrated into club match days for the remainder of 2019.

DON is one of Australia’s largest smallgoods manufacturers, producing hams, bacon, salami, continentals and the fan favourite – footy franks.

Old-fashioned Bombers guernseys with the DON logo will be available in the Bombershop to commemorate the resurgence of the partnership, while supporters have the chance to win a VIP hospitality package and a limited-edition heritage guernsey at each of the Bombers’ remaining home games for the 2019 season.

Essendon CEO Xavier Campbell welcomed DON back to the Essendon family.

“We’re thrilled to once again have the support of DON Smallgoods. The partnership has significant meaning, with DON proudly featuring on the front of our guernsey from 1977 to 1983,” Campbell said.

“We will be releasing a limited-edition heritage guernsey, which will retail in our Bombershop, to commemorate the reignited partnership. We’re delighted to be working closely with Will and his team at the iconic DON organisation for the remainder of 2019 and beyond.”



DON Smallgoods adorns the Essendon guernsey in the early '80s. (Photo: AFL Photos)

DON Smallgoods was one of the first sponsors to appear on the Essendon guernsey, kicking off a long tradition of premium brands partnering with the club.

DON managing director Will Ursell said the partnership was a natural alignment.

“We are proud to partner with Essendon once again and celebrate our rich history together,” Ursell said.

“We’re a leading regional employer in Victoria and proud of our long heritage and enduring commitment to the tradition of the smallgoods we produce.

“The ‘DON Man’ is an Aussie icon who instilled the tagline ‘Is DON. Is Good’ into our vernacular, however many don’t know that the brand name is actually derived from the suburb Essendon. Our founder R.J. Gilbertson was proud of his suburb and an avid supporter of his local footy team, Essendon.



Today's partnership launch at Windy Hill. (Photo: Essendon FC)

“The limited-edition replica guernsey worn by Bombers players in the 1970s and ‘80s is a terrific nod to the partnership too. There is a strong alignment here between the two organisations and we’re delighted to be supporting the Bombers this season.”

DON Footy Franks are available at the MCG and Marvel Stadium for an authentic match-day experience, as well as all leading supermarkets.

Click here to find out more about DON.