AFC Bournemouth announce Vitality as new front-of-shirt sponsor
Expanded deal strengthens ties with Premier League club
AFC Bournemouth has announced that Vitality will become the club’s new front-of-shirt sponsor starting from the 2026/27 season, reinforcing their long-standing partnership.
Vitality, a health and life insurer, has held naming rights for the Vitality Stadium since 2015, and this new, multiyear agreement adds shirt sponsorship to their existing involvement with the club. This makes Vitality one of the few brands to partner with a Premier League club across both stadium naming rights and shirt sponsorship, highlighting the significance of the deal.
The expanded partnership aims to showcase both AFC Bournemouth’s and Vitality’s shared ambition to promote healthier, more active lifestyles and builds on their existing collaboration. Vitality has supported a number of community campaigns, including Bring your Boots, Vitality Kickstart, and the Vitality Supporter Awards, aligning with the club’s goal of encouraging local communities to live more active lives.
Neville Koopowitz, CEO at Vitality, spoke about the deal’s impact: “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, AFC Bournemouth’s Commercial Director, expressed his pride in furthering the partnership.
“Over the past decade, Vitality has become synonymous with AFC Bournemouth and our commitment to promoting health, wellbeing and positive community impact,” Mitchell said.
“The new agreement not only reinforces our relationship but also represents a shared vision for the club’s next chapter.”
President of Business Operations at AFC Bournemouth, Jim Frevola, shared his excitement about welcoming Vitality as the new front-of-shirt sponsor.
“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," Frevola said.
This partnership sees AFC Bournemouth and Vitality’s reach extended globally.