CHERRIES have announced a new partnership with betting company Dafabet.

They will become the club's new principal partner and front-of-shirt sponsor, agreeing to a two-year deal.

Dafabet, which originated in Asia but now serves various markets across Europe, including the UK, will feature on the front of the men’s playing shirts, in what has been described as "an important part of the club’s commercial goals of maximising revenue in the Premier League" in a statement by the club.

Poole-based finance company MSP Capital had been the front-of-shirt sponsors for the past two seasons. They have since signed a new deal with Cherries, to still feature on some of the club's training wear.

Various companies are thought to have been interested in taking over the main sponsorship role this summer, following Cherries' promotion back to the Premier League, but the offer on the table from Dafabet has been described to the Daily Echo as by far the most "lucrative".

Dafabet have partnered with multiple British football clubs in recent years, including Celtic, Burnley, Aston Villa, Norwich City and Everton.

They also work prominently across a variety of sports in the UK, such as cricket and snooker.

As part of their commitment to corporate social responsibility, Dafabet will make a financial donation to Cherries' Community Sports Trust, to support projects that help get adults into work.

Discussing the new deal with Dafabet, Cherries' commercial director Rob Mitchell said: “Signing this partnership with Dafabet is extremely important in providing us with crucial revenue as a football club.

“The revenue will enable us to help with our club objectives of being competitive in the Premier League and our commercial goals that come with promotion.

“Dafabet have a huge presence in sport having worked with a whole host of clubs in different areas and we look forward to a successful partnership with them over the next two years.”

John Cruces, head of sponsorships at Dafabet, added: “We’re very happy to announce the partnership and send congratulations to all at the club on the return to the Premier League. It’s no surprise to anyone, it’s the most watched league in football - so being on the front of the shirt gives us excellent branding worldwide.

“As with all our partners we will work closely with the club’s Community Sports Trust, ensuring we support relevant fundraising events and offer tickets to all matches throughout the season. Finally, we look forward to the new season and are sure we’ll work together to achieve common goals.”