AFC Bournemouth: Vitality, the stadium's title sponsor, to become main shirt sponsor from 2026-27

Vitality, a British health and life insurance group, has extended its partnership with AFC Bournemouth (Premier League) to become its main shirt sponsor from the 2026-27 season, announced the club on 12/12/2025.

This announcement builds on Vitality's existing partnership with the club. The brand has held the naming rights to the Vitality Stadium (11,329 capacity) since 2015, with the latest extension of this agreement signed on 26/06/2023 (for the 2023-2026 three-year cycle). Vitality also retains the status of "official wellness partner" of the club and will continue to support community campaigns.

"This move makes Vitality one of the very few brands to partner with a Premier League club across both the stadium and the shirt, underlining the scale and exclusivity of the deal," said the club. Only three Premier League sides have the same company as their main shirt sponsor and stadium naming partner in 2025-26: Arsenal FC (with Emirates), Manchester City FC (with Etihad Airways) and Brighton & Hove Albion FC (with American Express).

Vitality will succeed the sports betting operator…