Bournemouth commercial growth continues as Chery becomes latest partner
AFC Bournemouth have signed Chery as their official automotive partner in a three-season deal, adding another major commercial agreement during a period of stadium, kit and sponsorship expansion.
AFC Bournemouth have agreed a three-season partnership with Chery, making the Chinese car brand the club’s official automotive partner until the end of the 2028/29 season.The deal will place Chery branding on the front of Bournemouth’s men’s first-team training wear, while the company will also become an official partner of AFC Bournemouth Women.Bournemouth president of business operations Jim Frevola said: “We are delighted to welcome Chery as an Official Partner of AFC Bournemouth.“This partnership brings together two ambitious organisations with a shared commitment to innovation, growth and creating meaningful connections with our audiences.”The agreement gives Chery a Premier League platform as the brand seeks to grow its UK profile through sport, fan engagement and community activity.Chery will use the partnership for matchday appearances, supporter experiences and work with the AFC Bournemouth Community Sports Trust.Gary Lan, chief executive of Chery UK, said: “AFC Bournemouth is one of the Premier League’s biggest success stories in recent history, a perfect match for us at Chery UK.“As Official Automotive Partner, we’ll be showing our support to the team on and off the pitch – from match day appearances to supporting the incredible work of the AFC Bournemouth Community Sports Trust.”The deal adds to a busy commercial period for Bournemouth.The club this week confirmed MrQ as their sleeve partner and official UK online casino partner in a three-season agreement covering the men’s first team and women’s team.Bournemouth have also begun the redevelopment of Vitality Stadium, with the project designed to increase capacity to around 20,200 and improve matchday, hospitality and fan facilities.The stadium programme sits alongside an expanded front-of-shirt agreement with Vitality from the 2026/27 season and a club-record kit supplier deal with hummel.Bournemouth commercial director Rob Mitchell said: “What makes this partnership especially exciting is the natural connection between Chery and the Cherries.“It gives us a fantastic creative platform to deliver campaigns and experiences that supporters will genuinely enjoy, while helping introduce Chery to football audiences across the UK.”The partnership will include initiatives around equality, diversity and inclusion, giving the automotive brand a community-facing role beyond training wear visibility.Chery will begin their role at the start of the 2026/27 season as Bournemouth continue to build a larger commercial platform around Premier League status, women’s football, stadium development and international brand partnerships.