bj88 has signed on as the front-of-shirt partner for AFC Bournemouth for the upcoming two seasons.
The gambling company is set to become the Premier League club’s official Asian sports betting partner and a principal partner, marking a record-breaking deal for the club.
As part of the agreement, bj88 will provide financial support for community projects focused on improving health, well-being, and inclusion for adults. The partnership also includes promoting responsible and safer gambling practices in bj88’s marketing materials.
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.”
Founded in 2021, bj88 operates in Latin America, South Asia, and other regions, with plans to expand into the UK.
The company has multiple sports partnerships, including being the official betting partner for Bologna FC in Serie A, and 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.
The firm added: “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.”
The announcement also highlighted Bournemouth’s decision not to increase the retail price of its kits for the 2024/25 season. Additionally, the kits will be available without the sponsor logo, maintaining the club’s previous practice.
Rob Mitchell, Commercial Director at AFC Bournemouth, stated: “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.”
Bournemouth joins a number of clubs opting for gambling companies as front-of-shirt sponsors ahead of the forthcoming voluntary ban on such deals in two seasons’ time.
This summer, several deals between Premier League clubs and gambling operators took place: Leicester City cooperates with BC.GAME, Crystal Palace – with Neet88, Wolverhampton – with DE.BET and BetMGM, while Tottenham Hotspur limited themselves to an agreement with BetMGM, Southampton signed with Rollbit. And in the spring, Betano and Aston Villa signed a sponsorship agreement.
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