CHERRIES have announced Asian sports betting company bj88 as the club’s new front-of-shirt sponsors.

They have agreed a two-year deal with the club, replacing Dafabet, at the end of their two-year cycle.

The commercial investment from bj88 is the largest in the club’s history, said to be worth around twice what Cherries had previously been receiving through their principal partnership deal.

The club spoke to many potential partners, with bj88’s offer by far the most lucrative.

Founded in Asia in 2021, bj88 are soon to launch in the UK.

This is set to be the last deal of its kind for the club, at least whilst they are in the top flight, after the Premier League announced in April 2023 that its members had agreed to withdraw gambling sponsorship from the front of shirts from the start of the 2026-27 season.

That followed an extensive consultation involving the league, its clubs and the department for culture, media and sport as part of the government’s ongoing review of gambling legislation.

Cherries are one of many Premier League clubs who feature gambling companies on the front of their shirts, others including Crystal Palace, Wolverhampton Wanderers, West Ham United and Brentford.

The club say by going for bj88, it has allowed them to freeze prices on shirts for this season, which are set to be released soon.

New partner bj88, who have worked with sports clubs before in both cricket and football, are also said to be donating to local community initiatives as part of the deal.

The gambling company’s logo will feature only on the men’s first team shirts, with the deal not extending to the women’s team. The academy also will not use the logo.

Shirts without bj88 will also be available to purchase via the club’s Superstore.

Cherries commercial director Rob Mitchell said: “The club is excited to be partnering with bj88 in what is a record-breaking deal.

“Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”

While bj88 added: “We are truly excited and honoured to agree this important and mutually beneficial partnership with such a historic and globally respected brand as AFC Bournemouth.

“We have been very impressed throughout with the club’s determination and ambition, and we look forward to working with the club in supporting them with some exciting innovations moving forward.”