Bournemouth Nets ‘record’ New Deal
AFC Bournemouth has signed a two-year front of shirt partnership with online betting company BJ88.
Taking effect from the 2024/25 Premier League season, BJ88’s logo will replace that of Dafabet on the front of the Cherries’ kits, serving as the team’s principal sponsor.
The deal, which the club says is the most lucrative in its history, is worth almost double the previous agreement according to The Guardian, which was reportedly worth £4m annually.
The South Coast team becomes the 11th Premier League club to feature a gambling company as its main shirt sponsor.
Bournemouth follows the likes of Aston Villa, Crystal Palace and Wolves in signing a two-year shirt deal with a betting firm this year. These will all expire before the Premier League’s clampdown on betting sponsorships kicks in from the 2026/17 season.
“The club is excited to be partnering with bj88 for in what is a record-breaking deal,” said Rob Mitchell, Commercial Director at AFC Bournemouth.
“Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”
Bournemouth has also penned a three-year agreement that designated Utilita as its official energy and sustainability partner.
Utilita will supply more than 600 solar panels to Bournemouth’s new Canford training facility, as the club doubles down on its commitment to lowering carbon emissions.
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
