Bournemouth have become the first Premier League club to announce a change of front-of-shirt sponsor for next season.
The Cherries, who face a tough trip to Manchester United this evening, presently have the name of Asian online betting and gaming company BJ88 emblazoned across their kit.
Premier League clubs voted in favour of a self-imposed ban on having gambling companies on the front of their first team shirts from the start of the 2026-27 season.
That has left 11 top-flight clubs seeking a new sponsor and Bournemouth haven’t had to look too far.
Bournemouth Step Up With Vitality
Health and life insurer Vitality will take over as Bournemouth’s front of shirt sponsor for next season, building on their long-standing partnership.
Vitality took on the naming rights for the club’s Dean Court home in 2015 when the Cherries were first promoted to the Premier League.
After ten years of partnership, there is some exciting news at Vitality Stadium… 🍒 pic.twitter.com/1WSwnQPnMS
— AFC Bournemouth 🍒 (@afcbournemouth) December 12, 2025
Now in addition to playing at the Vitality Stadium, Bournemouth’s players will carry the name of their Official Wellness Partner across their chests from the start of 2026-27.
Bournemouth’s Commercial Director, Rob Mitchell, said: “We are incredibly proud to strengthen our partnership with Vitality.
“Over the past decade, Vitality has become synonymous with AFC Bournemouth and our commitment to promoting health, wellbeing and positive community impact.”
Premier League Clubs Who Need A New Shirt Sponsor For 2026-27
With Bournemouth announcing that Vitality will be their new shirt sponsor, there are 10 more Premier League clubs who need to act.
Aston Villa (Betano), Brentford (Hollywood Bet), Nottingham Forest (Bally’s) and West Ham (Boyle Sports) carry the names of fully licensed UK operators.
Burnley (96.com), Crystal Palace (Net88), Everton (Stake.com), Fulham (SBOTOP), Sunderland (W88) and Wolves (DeBet) all advertise operators from outside of the UK.
Everton have appointed the US-based Range Sports agency to help their search.
The club’s present deal with online casino company Stake is understood to be worth around £10 million per season.
Range previously helped Manchester City link up with digital solutions company Veritran, who became the club’s Official Fan Identity Partner at the start of this year.
West Ham replaced Betway at the start of 2025-26 with another betting company, Boyle Sports, who paid around £12.5 million for the one-season deal.
New Deals For Arsenal And Chelsea
Arsenal have announced a multi-year partnership with Deel, making the American company the club’s Official HR Platform.
It is also expected that Deel will replace the controversial Visit Rwanda shirt sleeve sponsorship which expires next June after an eight year run.
Chelsea have played this season without a sponsor for the front of their shirts but are close to agreeing a deal according to a BBC report.
The club have placed a commercial value of £65 million on its shirt front and is also looking for a new sleeve sponsor.
The present sleeve deal with Vietnamese tech firm FTP Corporation is for this season only.
