Bournemouth & Vitality: New Shirt Sponsorship Deal

AFC Bournemouth have signed a multi-year agreement with Vitality that will see the health and life insurer become the club’s new front-of-shirt sponsor from the 2026/27 season.

The partnership builds upon Vitality’s existing relationship with the Premier League side. Vitality has held the naming rights for the club’s ground, Vitality Stadium, since 2015. This expansion makes the brand one of very few to hold both stadium and front-of-shirt inventory with a top-flight club simultaneously.

Previously acting as the official wellness partner for the men’s and women’s teams, Vitality will continue to support community campaigns alongside the club, including Bring your Boots and Vitality Kickstart. The deal emphasises a shared ambition to inspire healthier, active lives.

Neville Koopowitz, CEO, Vitality, said, “We are pleased to announce this significant extension of our partnership with AFC Bournemouth, taking our brand and ambition to support more people to live healthier lives to the Premier League’s global audience.

“Having been partners for over 10 years, our relationship with AFC Bournemouth has grown stronger and more impactful year-on-year. Today’s announcement is a natural next step and a further example of our aligned commitment to inspire more people to move more, making a positive difference to the health of many lives across the world.”

Rob Mitchell, Commercial Director, AFC Bournemouth, said, “We are incredibly proud to strengthen our partnership with Vitality. Over the past decade, Vitality has become synonymous with AFC Bournemouth and our commitment to promoting health, wellbeing and positive community impact. The new agreement not only reinforces our relationship but also represents a shared vision for the club’s next chapter.”

Jim Frevola, President of Business Operations, AFC Bournemouth, said, “I’m thrilled to welcome Vitality as the club’s front-of-shirt sponsor and further our relationship, which is already built around our shared principles of energy, resilience and community.

“I’d also like to thank both Rob and of course Vitality for its continued support, which has already been magnificent over the years.”

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