ESSENDON Football Club has landed the biggest club sponsorship deal in AFL history, securing a three-year sponsorship arrangement with electronics giant Samsung worth up to $7.5 million.

As reported in Saturday's Herald Sun and The Age, Samsung will replace 3 Mobile as the club’s principal sponsor and will receive naming rights on the front and back of the club jumper, plus signage, from 2009 to 2011.

The deal also allows the option for a $2.7 million partnership in 2012, as well as access to 275,000 Essendon followers on the club's database.

Essendon chief executive Peter Jackson pointed to the football club's huge market appeal and was suitably delighted with the agreement.

"I’m very happy with what we’ve been able to achieve," he said.

"We’re unlocking the value of our brand at the moment.

"The market’s changed dramatically in the past three to six months. There’s been a big drop in discretionary spending."

Jackson also advised that talks with Samsung had commenced a year ago and negotiations had stretched until halfway through this season.

"Out of respect to our existing sponsor, 3 Mobile, we kept it under wraps until now," he said.

"Samsung approached us last season and said they would be interested in coming on board in a big way.

"It has taken us a year to get it together, but it's a tremendous deal for the club, it's a long-term deal …and it recognises the strength of the club and the one million supporters that we have."

With Melbourne, Richmond and the Western Bulldogs all seeking new major sponsors for next year, the deal has greater emphasis.

"The AFL environment is becoming increasingly competitive – especially with two new clubs joining the league [in the next five years]," Jackson said.

"So 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 clubs."

Essendon also announced on Friday that apparel giant adidas has signed on for the next four years, replacing Puma.