Gambling Sponsor Ban: Bournemouth Announces New Main Shirt Sponsor

AFC Bournemouth will end their association with betting sponsor BJ88 ahead of the Premier League’s gambling ban, which becomes active from the 2026-27 season. The club has announced that Vitality will take over as front-of-shirt sponsor from that campaign, expanding a partnership that already includes naming rights to Vitality Stadium.

AFC Bournemouth Announces Vitality Main Shirt Sponsor Deal

The multiyear deal strengthens one of the league’s longest-running collaborations, with Vitality having worked with Bournemouth for more than a decade through wellness programmes and community initiatives. The insurer will become one of the few brands in the Premier League to hold both stadium naming rights and front-of-shirt sponsorship.

It was not announced which logo would be used on the Bournemouth 2026-27 kits. We hope that Vitality will use the text-only logo, but the announcement does hint at the full logo (we don't think we will see the full colors of the sponsor on the kit, as in the announcement).

With betting logos set to disappear from Premier League shirts, Bournemouth’s move places them among the early adopters of the new landscape—and brings a health-focused brand to the centre of their identity.

Check out classic Bournemouth kits on Football Kit Archive

What do you think of Bournemouth’s switch to Vitality? Let us know in the comments.