Premier League club AFC Bournemouth and medical insurance firm Vitality have agreed to renew their long-standing partnership until the summer of 2026.
The duo first partnered in 2015 and has continued to flourish in conjunction with Bournemouth’s rise as a mainstay in the Premier League, appearing in the English top-flight seven out of the last eight seasons.
The new three-year extension sees Vitality remain as the naming rights holders of The Cherries’ home stadium, ‘The Vitality Stadium’, as well as the club’s official wellness partner and sponsor of the men’s and women’s teams.
“We are delighted to extend our partnership with Vitality and thank them for their continued support,” said Jim Frevola, President of Business Operations at AFC Bournemouth.
“They are active partners and help the club promote an important health and wellbeing message to all our supporters. Their support for our Community Sports Trust and our flourishing women and girl’s set-up is also valued greatly and very much appreciated.”
Bournemouth were sold in December 2022 to Billy Foley and his Black Knight Football Club group, acquiring a 50.1% majority stake in the club for a reported £120m.
Foley, who also owns NHL franchise the Las Vegas Golden Knights, has been supported by Vitality during the club’s transition.
“When the new owners were carrying out their due diligence, Vitality stood out as a key brand and strategic partner, which is why we are so pleased they will continue their backing for at least the next three years,” Frevola added.
Bournemouth and Vitality have also collaborated on initiatives such as the ‘Cherries Kickstart’ campaign, aiming to encourage young fans to be more active by inviting them to parkruns.
Vitality has also been offering health and life insurance to the club as its headline partner since 2015, offering sessions to children and adults of all ages at sites in Dorset and the Isle Of Wight.
Chief Executive Officer of Vitality, Neville Koopowitz, concluded: “We’re delighted to be building on our long-standing partnership with AFC Bournemouth.
“The club shares our commitment to encouraging healthier and happier lifestyles for their community, which reflects one of our core values at Vitality.
“Not only are we impressed by the work they do, but it’s also a pleasure to be able to support the town of Bournemouth, where one of our biggest UK offices is based.”