AFC Bournemouth Welcomes SBK as Official Training Wear Sponsor for 2025/26 Season
AFC Bournemouth has announced a new partnership with SBK, which will become the club’s official training wear sponsor for the upcoming 2025/26 Premier League season.
SBK Branding to Feature Across Training Wear and Club Content
As part of the sponsorship, SBK’s logo will be prominently displayed on the front of all first-team training apparel. The branding will be visible during training sessions, including coverage of the club’s summer tour in the United States, where players and staff will wear the new SBK-branded gear.
In addition, the partnership extends into digital media, with SBK becoming the Presenting Partner of the official AFC Bournemouth podcast and appearing throughout training galleries and behind-the-scenes content shared across the club’s platforms.
Strengthening Commercial Ties Through the Multi-Club Model
The agreement aligns with the broader commercial strategy of Black Knight Football Group, which oversees both AFC Bournemouth and Hibernian FC, the latter already linked with SBK via a kit sleeve sponsorship in the Scottish Premiership. This multi-club collaboration showcases the group’s strategic approach to maximizing brand exposure and cross-club synergies.
“We’re pleased to welcome SBK into the AFC Bournemouth family,” said Rob Mitchell, Commercial Director at the club.
“SBK’s commitment to responsible betting and its forward-thinking approach to fan engagement made them a strong partner. Their support across our training media and podcast will help us bring fans even closer to the team.”
Mitchell also highlighted the benefits of the multi-club ownership model, stating that joint initiatives like this underline its effectiveness off the pitch as well as on it.
SBK’s Commitment to Responsible Gaming and Fan Engagement
Known for its transparent and tech-forward approach to sports betting, SBK emphasizes responsible gambling practices while fostering deeper fan interaction. The company sees this new partnership as a way to grow its presence in the Premier League and engage directly with the passionate AFC Bournemouth fan base.
Adam Baylis, Marketing Director at SBK, shared:
“We’re proud to expand our relationship with the Black Knight Football Group and to join AFC Bournemouth as training wear sponsor. The Cherries had a strong 2024/25 season, and we’re confident the momentum will continue with the support of their dedicated fans.”
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