CHERRIES have announced Poole-based company MSP Capital as the club's new front-of-shirt sponsor and principal partner.

The club have been on the lookout for a new sponsor since ending their partnership with M88 earlier this year.

Vitality were featured as the club's kit sponsor for the final weeks of the 2019-20 season, but MSP Capital have now signed a "multi-year" deal to partner the club, with their logo set to feature on the home, away and third kits in the Championship this season.

Founded in 1981, MSP Capital are a property finance company based on Sandbanks Road, providing financial solutions and funding across the UK, but mainly to clients in the south of England and London.

They have been box holders at Dean Court for many years and as part of their new deal, they will be donating signed merchandise and participating in sport and educational projects throughout the campaign.

"MSP Capital are a company we have worked closely with for a number of years so it is a real pleasure to be able to announce them as the club's front-of-shirt sponsor and principal partner," said Cherries commercial director Rob Mitchell.

"It is always great to work with a locally-based business who are genuine supporters of the club. We are looking forward to supporting them to increase their profile nationally, whilst also undertaking some local community-based initiatives."

MSP Capital director Adam Tovey added: "As a local business, providing property development and bridging finance across the UK, MSP Capital is enthused to have the opportunity to be able to contribute towards the next chapter in the unique story of this great football club.

"The exciting and inspiring journey AFC Bournemouth has been on over the past 10 years aligns with our exciting journey at MSP Capital. We both have aspirations to continue to excel and push through new boundaries.

"On a personal level, as a lifelong Cherries fan I am incredibly proud to be contributing and supporting our local football club."

The club also took the opportunity to launch their new third kit.

The white and oil blue strip, alongside the traditional red and black home shirt and the blue away kit which was worn at Benfica at the weekend, will be available for pre-order from tomorrow.