Credit: Tim Goode/PA Wire/PA Images

AFC Bournemouth has added sports betting and igaming operator QuinnBet into its sponsorship portfolio, naming the company its official UK and Republic of Ireland betting partner.

Under the terms of the partnership, the firm will work to support AFC Bournemouth’s Community Sports Trust ‘in line with the club’s community ethos,’ as well as a range of health, wellbeing and responsible betting initiatives

QuinnBet will also benefit from extensive branding throughout the contract – which covers the ongoing 2021/22 season – via a back-of-shirt sponsorship agreement that will see the company’s logo appear on the EFL Championship club’s first-team home, away and third shirts.

“We’re delighted to partner with QuinnBet in what is a lucrative deal for the football club,” said Rob Mitchell, Commercial Director of AFC Bournemouth.

“We felt that the ambition and ethos of QuinnBet was close to ours and are delighted that not only will they be receiving some great benefits from us, they’ll also be helping the local community within our Community Sports Trust by providing education and funding.

“Any messaging and campaigns that we will be involved in will have a clear emphasis on responsible gambling and the importance of remaining in control.”

As part of the partnership’s responsible gambling initiatives, no QuinnBet logos will appear on the back of Bournemouth children’s kits – in line with Betting and Gaming Council (BGC) standards.

QuinnBet’s appointment as Bournemouth’s new betting partner follows the dissolution of the club’s previous agreement with M88, after the commencement of an investigation into the company by the UK Gambling Commission (UKGC).

Stephen Kelly, Managing Director of QuinnBet, added: “We are delighted to partner with a club that has the long traditions and history, as well as some fantastic recent achievements in the Premier League.

“Like the Cherries, we operate in an industry dominated by large competitors, but that doesn’t detract from our ambitions to climb to the top. To get there, our philosophy is simple and based on providing unrivalled customer support, together with giving more back, and always promoting responsible gambling as an integral part of our ethos.

“To this end, we are especially pleased to be partnering with Bournemouth’s Community Sports Trust to promote wellbeing, education, and awareness around gambling.”

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