AFC Bournemouth announce stadiums rights extension

AFC Bournemouth have announced an extension with its stadium naming rights-holder, health and life insurance company Vitality.

The three-year extension means the club’s home stadium will be known as the Vitality Stadium until the end of the 2025-26 season. The deal also continues to include naming rights to the East and Main Stands within the ground.

The renewal also includes sponsorship rights to Bournemouth’s men’s and women’s teams and builds on an association which began in 2015 when Vitality first acquired the stadium naming rights.

During this time, the company had a brief stint as the club’s front-of-shirt sponsor when the rights became available for the resumption of the 2019-20 season following its suspension due to the Covid-19 pandemic.

As part of its agreement with the club, Vitality is also the headline partner of Bournemouth’s Community Sports Trust, which offers sessions to children and adults of all ages across sites in Dorset and the Isle of Wight.

Earlier this year, the brand also sponsored the club’s Kickstart campaign, which encourages people to become more physically active.

Commenting on the extension with Vitality, Jim Frevola, president of business operations at AFC Bournemouth, said: “When the new owners were carrying out their due diligence, Vitality stood out as a key brand and strategic partner, which is why we are so pleased they will continue their backing for at least the next three years.”