Dafabet has become the principal partner and front-of-shirt sponsor of Premier League club AFC Bournemouth.
Under the terms of the new two-year partnership, Dafabet will feature on the front of the club’s playing shirts ahead of their return to England’s top-tier league in 2022-23 following promotion last season.
Dafabet, which is licensed in the UK and Malta, will also make a financial donation to the club’s Community Sports Trust to support projects that help get adults into work.
“Signing this partnership with Dafabet is extremely important in providing us with crucial revenue as a football club,” said Rob Mitchell, Bournemouth’s commercial director.
“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.”
Dafabet has partnered with multiple British football clubs in recent years, dating back to deals with Everton and West Bromwich Albion in 2012. It has also been associated with Celtic, Burnley, Aston Villa and Fulham, as well as cricket teams and snooker tournaments.
John Cruces, head of sponsorships at Dafabet, said: “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.”