AFC Bournemouth has confirmed that health and life insurer Vitality will become the club's front-of-shirt sponsor starting from the 2026-2027 season, marking a significant expansion of their long-standing partnership.
The multi-year agreement builds on Vitality's existing naming rights for Vitality Stadium, held since 2015, positioning the brand as one of the very few insurers to partner with a Premier League club across both stadium and shirt.
The partnership reflects a broader alignment between the two organisations around health, wellness, and community engagement.
Vitality has acted as the Official Wellness Partner for both Bournemouth’s men’s and women’s teams, supporting initiatives such as Bring Your Boots, Vitality Kickstart, and the Vitality Supporter Awards. These programmes encourage physical activity, healthy lifestyles, and community participation, helping the insurer showcase its preventative health approach while reinforcing its local and national reputation.
The deal comes at a time when sports sponsorship is increasingly leveraged by insurers to extend brand engagement beyond traditional marketing channels. By associating with a Premier League club, Vitality can reach millions of viewers globally, creating opportunities to highlight its health and life products while demonstrating the company’s commitment to social purpose.
The sponsorship also underlines the growing trend of insurers embedding wellness messaging into high-profile partnerships, positioning themselves as more than financial providers but as advocates for long-term health outcomes.
Neville Koopowitz, CEO of Vitality, said the extended partnership is a natural evolution of the decade-long relationship with AFC Bournemouth. He emphasised that the sponsorship amplifies Vitality’s ambition to inspire people to live healthier lives and reflects the shared vision of both organisations to make a positive impact on communities.
Rob Mitchell, Bournemouth’s commercial director, highlighted that Vitality has become synonymous with the club over the past decade, reinforcing a shared commitment to wellbeing and community support.
Meanwhile, Jim Frevola, the club’s president of business operations, added that the partnership reflects aligned values around energy, resilience, and community, strengthening both the club’s commercial position and Vitality’s brand presence.
The agreement demonstrates how insurers are increasingly integrating corporate social responsibility, wellness initiatives, and marketing strategy into sponsorships, using high-profile sporting platforms to engage consumers, enhance brand loyalty, and communicate their purpose-driven approach in an evolving market.
