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Paul MacInnes

Bournemouth have announced Vitality as their new front of shirt sponsor from next season, replacing the gambling company bj88.

The move comes as the Premier League prepares to start a voluntary ban on gambling companies acting as front of shirt sponsors, which is due to come in from next season.

Research by the company GlobalData estimated the overall value of shirt sponsorship deals by gambling companies to be worth a combined £104million in 2024-25.

Last May, the gambling commission wrote to Bournemouth and four other Premier League sides warning them over their relationships with their front of shirt sponsors, as the gambling brands did not have a licence to operate in the UK.

The Cherries have agreed a ‘multi-year’ deal with Vitality, who are already the title sponsors of their stadium. AFC Bournemouth’s president of business operations, Jim Frevola, said: “I’m thrilled to welcome Vitality as the club’s front-of-shirt sponsor and further our relationship, which is already built around our shared principles of energy, resilience and community.”

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