AFC Bournemouth has announced Asian gambling company bj88 as its front-of-shirt partner for the next two seasons.
In a record-breaking deal, bj88 is set to become the Premier League club’s official Asian sports betting partner and a principal partner.
Under the agreement, bj88 will contribute financially to community projects aimed at enhancing health, well-being, and inclusion for adults. As part of its partnership with Bournemouth, bj88 will also feature messaging in its promotional materials to encourage responsible and safer gambling practices.
The announcement of the deal also included the club’s decision to not increase the retail price of its kits for the 2024/25 season. Said kits will also be sold without the sponsor logo, as per previous seasons.
Rob Mitchell, Commercial Director at AFC Bournemouth, commented: “The club is excited to be partnering with bj88 in what is a record-breaking deal. Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”
Founded in 2021, bj88 operates in Latin America and South Asia, among other regions, and plans to expand in the UK.
The gambling company has numerous sports partnerships, including serving as the official betting partner for Bologna FC in Serie A, as well as being the front-of-shirt sponsor for the Sunrisers Eastern Cape in South Africa’s Twenty20 cricket league and the Quetta Gladiators in the Pakistan Super League.
A spokesperson from bj88, said: “We are truly excited and honoured to agree this important and mutually beneficial partnership with such a historic and globally respected footballing brand as AFC Bournemouth.
“We have been very impressed throughout with the club’s determination and ambition, and we look forward to working with the club in supporting them with some exciting innovations moving forward.”
Bournemouth has become the latest club to select a gambling company as its front-of-shirt sponsor ahead of the impending voluntary ban on such deals in two seasons’ time.
Aston Villa selected a gambling company, partnering with Kaizen Gaming-owned Betano in April. The following months have seen Newcastle United, Wolverhampton Wanderers, Crystal Palace and Tottenham Hotspur sign various betting partnerships.
