Bournemouth Address Vitality Sponsor Backlash - Changes Expected for 27-28 Kits

Following unprecedented supporter backlash regarding their new shirt sponsor, AFC Bournemouth have confirmed that adjustments are being planned for future seasons. The Cherries' debut kit set by Hummel for the 2026-27 campaign was overshadowed upon launch by the full-color, bright magenta circular badge used by main sponsor Vitality, which clashed dramatically across the home, away, and third shirts.

Supporters quickly organized a 'Ditch The Pink' petition that gathered hundreds of signatures, criticizing the oversized circle for slicing through the club's traditional red and black vertical stripes and ruining the clean looks of the change strips. In response to the growing frustration, AFC Bournemouth's President of Business Operations, Jim Frevola, addressed the situation and confirmed that discussions with Vitality have already taken place to avoid a repeat next year.

Vitality Open to Changes for 27-28 Kits

Speaking on the sponsor integration, Frevola stated that Vitality's leadership and marketing team have been receptive to the reaction. While no alterations can be made to the current 26-27 shirts because production runs were completed and jerseys were already delivered to retail outlets, both parties are working to ensure next year's shirts look far more cohesive.

The club indicated that supporters will be pleased with the 27-28 designs, strongly pointing towards dropping the jarring circular backing in favor of recolored, standalone wordmark branding.

Frevola also emphasized the financial necessity of the partnership, noting that Vitality stepping up from stadium naming rights to the front of the shirts was pivotal in helping Bournemouth comply with squad cost ratio and financial sustainability regulations.

Additionally, the club addressed fan demand by confirming that alternative shirts featuring Bournemouth University (BU) branding, traditionally worn by the women's team, will once again be made available in limited quantities for supporters seeking an alternative to the Vitality crest.

Despite the controversy surrounding the sponsor placement, initial kit sales for the Cherries' 26-27 collection have surpassed club projections. With both Hummel and Vitality now aware of the community's design sensitivities, fans can look forward to a much cleaner aesthetic when the 27-28 range arrives next summer.

Should Bournemouth ditch the round Vitality logo for the text version on the 27-28 kit? Let us know in the comments below.