Ties between English football and gambling continue to develop as AFC Bournemouth became the latest Premier League side to form a sponsorship deal with an operator, partnering with bj88.
Following the deal, the online casino and sports betting brand will become the South Coast club’s official Asian sports betting partner as well as a principal partner.
Additionally, bj88 will contribute financially to related community projects aimed at enhancing health, well-being and inclusion.
A spokesperson from bj88, commented: “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.”
Other aspects of the partnership will ensure that bj88 includes feature messaging in any promotional materials, encouraging responsible gambling and safer gambling practices.
The partnership will also stand by the club’s decision to not increase the retail price of its kits for the 2024/25 season, with said kits to also be sold without the sponsor logo, as per previous seasons.
“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 operator added.
While using the deal to expand its presence in the UK, bj88 has operated in Latin America and South Asia since being founded in 2021.
The sports betting and casino brand has initiated several sponsorship deals in the sporting world, serving as the official betting partner for Bologna FC in Serie A, while acting as the front-of-shirt sponsor for the Sunrisers Eastern Cape in South Africa’s Twenty20 cricket league, as well as the Quetta Gladiators in the Pakistan Super League.
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.”
As aforementioned, this collaboration adds to several deals between Premier League sides and gambling companies ahead of the beginning of the 2024/25 season.
In recent weeks, Leicester City formed an agreement with BC.Game and Southampton FC partnered with Rollbit – with both clubs agreeing to sport each crypto casino’s branding in front-of-shirt sponsorships.
Every recent deal between gambling operators and football sides arrive ahead of an voluntary ban on front-of-shirt gambling sponsorships set to be placed on Premier League clubs at the end of the 2025/26 season.