27 Jun 2022

By: Sport Industry Group

Newly promoted Premier League club AFC Bournemouth has confirmed online betting brand Dafabet as its new principal partner and front-of-shirt sponsor ahead of the 2022/23 season.

As part of the two-year partnership, Dafabet will feature on the front of the men’s playing shirts as the Cherries look to maximise commercial revenue following its return to English football’s top-flight.

Dafabet work prominently across a wide variety of sports, including sponsorship and partnership deals with several county cricket clubs, in boxing and snooker, as well as a significant presence in football having worked with the likes of Celtic, Everton and Aston Villa in recent years.

As part of their commitment to corporate social responsibility, Dafabet will make a financial donation to the club’s Community Sports Trust to support projects that help get adults into work.

Commercial Director Rob Mitchell said of the deal, “Signing this partnership with Dafabet is extremely important in providing us with crucial revenue as a football club.

“The revenue will enable us to help with our club objectives of being competitive in the Premier League and our commercial goals that come with promotion.

“Dafabet have a huge presence in sport having worked with a whole host of clubs in different areas and we look forward to a successful partnership with them over the next two years.”

John Cruces, Head of Sponsorships at Dafabet added, “We’re very happy to announce the partnership and send congratulations to all at the club on the return to the Premier League. It’s no surprise to anyone, it’s the most watched league in football - so being on the front of the shirt gives us excellent branding worldwide.

“As with all our partners we will work closely with the club’s community sports trust, ensuring we support relevant fundraising events and offer tickets to all matches throughout the season.

"Finally, we look forward to the new season and are sure we’ll work together to achieve common goals.”

Dafabet replace Poole-based financial firm MSP Capital as the front-of-shirt sponsor. However, AFC Bournemouth announced on Friday (24th June) that MSP Capital will remain prominent around the club, sponsoring the team’s training kits.


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