Why: Ring (cameras) has re-entered the sponsorship market this week, signing with Essendon Bombers.

Context: New build and first home buyers are the primary customers for home security, hence the alignment to North-West Melbourne (Bomber’s heartland), one of the fastest growing residential regions in Aus.

So what: A recent shift in messaging (“connecting with communities”) suggests a longer-term commitment to sponsorship. Look for Ring to target clubs aligned to other major growth corridors (e.g. Western Syd, SEQ/GC and WA)