July 24 – Premier League AFC Bournemouth have unveiled Asian online bookmaker BJ88 as their new front-of-shirt partner in a two-year deal.
BJ88 replaces Dafabet as Bournemouth’s main shirt sponsor after offering nearly twice as much as Dafabet’s previous arrangement, which was valued at £4 million ($5.2 million) per year, and significantly higher than offers from non-betting companies.
“The club is excited to be partnering with BJ88 for what is a record-breaking deal,” said Bournemouth commercial director Rob Mitchell. “Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”
BJ88 added: “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 to working with the club in supporting them with some exciting innovations moving forward.”
The deal marks the club as the 11th topflight side in England to feature a bookie on the front of their shirt for the coming season, up from eight last term.
Last April, Premier League clubs agreed to limit betting sponsorship, with a ban on shirt front sponsorship set to take effect at the start of the 2026/27 season. Until then clubs are still partnering with bookmakers, including cryptocurrency casinos.
AFC Bournemouth landed in Los Angeles last week to tee off their pre-season preparations ahead of the new season. Having been held to a draw by US fan-favourite League 1 side Wrexham on Sunday, the Cherries face Arsenal on Wednesday evening at the Dignity Heath Sports park, home of LA Galaxy.
Contact the writer of this story, Harry Ewing, at moc.l1732182454labto1732182454ofdlr1732182454owedi1732182454sni@g1732182454niwe.1732182454yrrah1732182454