Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of AFC Bournemouth (AFCB) as their sponsors and partners for the 2023–24 season.
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 the AFCB men’s team in June 2022 on a two-year 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 AFCB senior men’s team 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.
The two last renewed the Dean Court naming rights agreement in June 2023. It is currently set to run until the summer of 2026.
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. The two then renewed their partnership in August 2023 in a deal covering the 2023–24 season.
Dun & Bradstreet
The Jacksonville, Florida-based business analytics solutions provider was confirmed as the club’s official training wear partner in August 2023 in a deal covering the 2023–24 season.
The deal sees the Dun & Bradstreet logo feature on the front of the training wear (“including staff attire and matchday warm-up tops”) of the AFCB senior men’s team.
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.
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.
The two parties last renewed their partnership in September 2023.
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.
ESET UK
The British division of the Slovak cyber security firm first partnered with the club in September 2020.
Working with the AFC Bournemouth Community Sports Trust, ESET UK contributes to the club’s “Safer Kids Online” internet safety project, aimed towards “keeping youngsters safe online”.
The two parties last renewed their partnership in August 2023 in a deal set to run until the end of the 2023–24 season. The new agreement also made ESET UK the back-of-matchday-shirt sponsor of the AFCB senior women’s team.
Heineken UK
The British division of the Amsterdam-headquartered Dutch brewery Heineken has been a partner of the club for over a decade.
Apart from branding rights, the deal also grants Heineken UK pouring rights at AFCB events, including hospitality presence at the Vitality Stadium.
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 AFCB 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.
IFX Payments
The London-based foreign exchange consultancy firm was announced as the club’s official money transfer partner in August 2023 on a three-year deal.
The partnership entails IFX Payments serving as a founding partner of “The Net”, described as the club’s “free-to-join business arm”. IFX Payments also sponsors the club’s transfer content on social media, “including social media and specific in-game graphics”, while also gaining LED branding rights at the Vitality Stadium on matchdays.
iPRO Hydrate
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.
Michael Matthews
An independent jeweller and luxury watch brand with showrooms in Bournemouth and Fareham, Michael Matthews is a longtime partner of the club, currently serving them as a Corporate Supporter and Supplier as well as their official jeweller.
Apart from branding rights, the deal sees Michael Matthews supply the trophy for the in-house Player of the Month award to the club.
The two parties last renewed their partnership in August 2023 as part of a two-year agreement.
Uber Eats
The US-based food delivery platform serves as the club’s official online food ordering and delivery platform.
Apart from branding rights, the deal entails a matchday promotion called “Clean Sheets with Uber Eats”, which sees local restaurant El Murrino offer club supporters 50% off on orders via the Uber Eats app every time “the Cherries keep a clean sheet at any game”. The deal also entails “regular discounts on local restaurants in the Bournemouth and Poole area” as well as headline sponsorship of “birthday” content.
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.
ACADEMY AND DEVELOPMENT PARTNERS
- Abacus
- Bluebird Coaches
- iPro Hydrate
- Strategic Solutions
- Village Hotels
WOMEN’S TEAM PARTNERS
- Bournemouth University
- Vitality
- Bluebird Coaches
- Eset UK
- iPRO Hydrate
- JP Morgan
AFC BUSINESS OFFICIAL PARTNERS
- Dorset Chamber
- Eset UK
- Goadsby
- Hill Osborne
- IFX Payments
- Strategic Solutions
- Stormbreak
- Tru Talent
- Village Hotels
COMMUNITY PARTNERS
- Bournemouth University
- Care South
- ESET UK
- Goadsby
- JP Morgan
- McCarthy And Stone
- Reidsteel
- Strategic Solutions
- Tru Talent
- Vitality
- Think Research
CHARITY PARTNERS
- Helpful Hounds
- Home-Start Wessex
- Mosaic
- Stormbreak
PROUD PARTNERS
- Dental on the Banks
- Village Hotels
