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Bournemouth expands Vitality deal to include front-of-shirt sponsorship until end of season

(Photo by Marc Atkins/Getty Images)

Premier League football club AFC Bournemouth has expanded its association with health and lifestyle specialists Vitality to grant the brand front-of-shirt rights until the end of the 2019-20 season.

Vitality has held the naming rights to Bournemouth’s stadium since 2015, the year the club returned to the Premier League, and will now hold the front-of-shirt sponsor designation as the Premier League concludes its delayed 2019-20 campaign.

Bournemouth’s front-of-shirt sponsor designation was left open after gambling brand M88’s one-year, £5m (€5.9m/$6.6m) agreement expired at the end of May.

Vitality is also afforded assets, including pitch-side LED advertising and interview backdrop visibility, as part of its contract with the club. For the remainder of the current campaign, these assets will be used to display messages of gratitude to NHS amid the Covid-19 pandemic.

There should be significant exposure for the brand, with Bournemouth playing in the first ever Premier League match broadcast live on BBC One when the league returns this week.

Neville Koopowitz, chief executive at Vitality said: “As a local employer in the town, we are pleased to be able to support the club, town and community in this way, and are proud to not only have Vitality’s name and brand on the shirts worn by the club’s players, but to be able use our sponsorship assets to call out and celebrate the vital role the NHS has played in past months.”

SportBusiness Soccer details the full sponsorship portfolio of Bournemouth and all other clubs in the top four divisions of European football, including details of values and duration.