AFC Bournemouth signs multi-year deal with Chery

English football club AFC Bournemouth has announced a new three-season agreement with UK-based car brand Chery, who joins Bournemouth as their Official Automotive Partner. The partnership, which runs until the end of the 2028/29 season, will see Chery have their logo present on the front of the Bournemouth training kit and also support the Bournemouth women’s team as a partner. AFC Bournemouth and Chery will work together on various campaigns that will celebrate equality, diversity and inclusion, reflecting the shared values of both.

Jim Frevola, President of Business Operations, AFC Bournemouth, commented,

“We are delighted to welcome Chery as an Official Partner of AFC Bournemouth. This partnership brings together two ambitious organisations with a shared commitment to innovation, growth and creating meaningful connections with our audiences.”

Rob Mitchell, Commercial Director at AFC Bournemouth, said,

“What makes this partnership especially exciting is the natural connection between Chery and the Cherries. It gives us a fantastic creative platform to deliver campaigns and experiences that supporters will genuinely enjoy, while helping introduce Chery to football audiences across the UK. Alongside that, we’re looking forward to working together on initiatives that celebrate our shared commitment to equality, diversity and inclusion and making a positive impact both on and off the pitch.”

Gary Lan, CEO of Chery International UK, added,

“AFC Bournemouth is one of the Premier League’s biggest success stories in recent history, a perfect match for us at Chery UK. As Official Automotive Partner, we’ll be showing our support to the team on and off the pitch – from match day appearances to supporting the incredible work of the AFC Bournemouth Community Sports Trust. For Chery UK, our ‘Cherries’ partnership is the perfect platform to connect with football fans across the country, alongside a club with strong family values and deep community ties. We’re looking forward to showcasing Chery’s ‘Find Your Happy’ ethos with memorable experiences throughout the seasons ahead.”