Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across AFC Bournemouth’s physical and digital assets as their sponsors and partners for the 2022-23 Premier League season.
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PRINCIPAL PARTNERS
Dafabet
Based in Makati, the Philippines, online gambling company Dafabet was announced as a Principal Partner and the front-of-matchday-shirt sponsor of Bournemouth’s men’s team in June 2022 on a two-year deal.
As per the deal, apart from branding rights, the deal also entails Dafabet contributing to the club’s corporate social responsibility (CSR) initiative by making a “financial donation to the Club’s Community Sports Trust to support projects that help get adults into work”.
Vitality
Vitality is a UK-based company specialising in private medical insurance sold to the British market which offers health insurance, life insurance and car insurance as well as investments.
Vitality has been one of the club’s most important partners ever since becoming a part of their sponsorship portfolio in 2015. The company not only serves as the naming rights partner for the club’s home ground—thusly called the Vitality Stadium (otherwise known as Dean Court)—it also serves as the headline sponsor of their Community Sports Trust while also being their official wellness partner.
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OFFICIAL PARTNERS
Bournemouth University (BU)
The public university has a long-standing relationship with the local club. The two formalised their association in 2013. In July 2022, an official extension saw the two enter a tenth year of their partnership. BU serves as the official higher education partner of the club and a Principal Partner of their women’s and girls’ teams.
Apart from branding rights, the partnership entails collaboration over student development, research and community projects. BU’s football teams are also coached by the club’s trainers, with its students able to avail meet-and-greet opportunities with club stars and also find work opportunities with the Cherries.
Dewalt
The Baltimore, Maryland-headquartered American industrial tools manufacturer was announced as an Official Partner and the official matchday-shirt sleeve sponsor of the club in July 2022 in a deal covering the 2022-23 season.
MSP Capital
The Poole-based British property finance company served as the official front-of-matchday-shirt sponsor of the club during the 2020-21 and 2021-22 seasons, when the Cherries played in the EFL Championship, England’s second tier of professional football.
The two renewed their partnership in June 2022 to also cover the 2022-23 season, with MSP Capital serving the club as an Official Partner, with its logo featuring on “the front of the men’s training wear, including staff training wear and the matchday warm up range”.
Umbro
The Manchester-headquartered British sportswear brand has been serving the club as their official kit supplier since the 2017-18 season. The two last renewed their partnership in July 2021 as part of a five-year agreement.
Umbro has also served as the club’s kit supplier in the past: from 1974 to 1978 and 1983 to 1986.
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CORPORATE SUPPORTERS AND SUPPLIERS
Alan & Thomas
AFC Bournemouth and Alan & Thomas go way back. The Poole-based British insurance broker played a crucial role in helping the club avoid going into administration back in 2000.
As the Official Commercial Insurance Supplier of the club, Alan & Thomas oversees all of their insurance activities.
BBC Radio Solent
The British Broadcasting Corporation’s local radio station serving Hampshire, Dorset and the Isle of Wight is home for extensive AFC Bournemouth discussions regarding matters both on and off the pitch.
Hendy Group
Hendy Group is a car dealership for vehicles both old and new as well as provider of MOT testing, parts and fleet management services.
Operating across southern England, Hendy Group became the official motor partner of the club following its acquisition of Westover, their previous partner. The partnership sees the dealership not only provide Bournemouth players with cars but also provide their media team with transport to all away league and cup games.
The two parties last announced an extension to their partnership in September 2020.
iPRO
The Sidcup-headquartered British sports drink and hydration company was announced as an official corporate supporter and supplier of the club as well as their official hydration and sports drink partner in March 2021, at the time also becoming the front-matchday-shirt sponsor for the club’s U21 team.
Apart from branding rights, the deal sees iPRO supply the club staff with its products and also offer hydration insights to help them achieve optimum fitness levels.
USANA
The US-based health, wellness and lifestyle company has been serving as the Official Nutritional Supplement and Official Multivitamin supplier of the club since 2015.
