Bournemouth sign MrQ sleeve partnership

AFC Bournemouth have agreed a multi-year partnership with MrQ, making the online casino brand their sleeve partner and official UK online casino partner.The agreement runs for the next three seasons and will place the MrQ logo on the sleeve of the men’s first-team shirt and adult retail shirts.AFC Bournemouth president of business operations Jim Frevola said: “We’re delighted to be celebrating the partnership with MrQ and kicking it off with a very special activation on Bournemouth Beach.“The creativity of it says a lot about how our partnership will work and it’s going to be great to see how supporters and visitors enjoy it on the seafront. I’d like to thank everyone involved and I’m looking forward to working with MrQ going forward.”MrQ will also become an official partner of AFC Bournemouth Women, extending the relationship across the club’s men’s and women’s operations.The partnership was launched through a fan-focused activation on Bournemouth Beach, where red, black and blue towels were placed beneath a “Reserved for MrQ” banner.Supporters were offered limited-edition MrQ towels, with further competitions and activations planned during the season.The deal gives MrQ a high-visibility Premier League asset at a time when sleeve inventory remains an important commercial platform for betting and gaming brands.It also adds another partner to Bournemouth’s growing sponsorship portfolio as the club expand their commercial activity under Black Knight Football Club ownership.Bournemouth have recently strengthened several major commercial categories, including a club-record kit supplier agreement with hummel and an expanded front-of-shirt partnership with Vitality from the 2026/27 season.Commercial director Rob Mitchell said: “Much like AFC Bournemouth, MrQ is a challenger brand that has grown dramatically over the last few years.“They have a strong focus on standing out in a crowded market and we can’t wait to deliver unique campaigns, based on their ‘love to hate’ messaging. This partnership will create many exciting opportunities for our fans over the next three seasons, and we’re looking forward to working closely with the MrQ team across both the men’s and women’s game.”The agreement gives MrQ exposure across matchday broadcast coverage, club content and retail shirts, while also providing a platform for supporter engagement activity.MrQ chief commercial and marketing officer Adam Ryan said: “Why Bournemouth? Because they’re brave.“They back themselves against clubs with far deeper pockets and keep proving David beats Goliath. They’re the same instincts we’ve built MrQ on: honest risk-taking trumps safe and forgettable. And a European tour doesn’t hurt either.”Bournemouth and MrQ will continue the rollout through further fan competitions, hospitality prizes and campaign activity across the men’s and women’s game.