Vitality expands Bournemouth partnership to sponsor shirt

The multi-year agreement builds on Vitality’s existing naming rights for Vitality Stadium, which the insurer has held since 2015, making the company one of the few brands to partner with a Premier League club across both the stadium and the playing kit.

The partnership reflects a shared focus on promoting healthier, more active lifestyles and reinforces Vitality’s commitment to the local community, where it is a significant employer.

Vitality has supported a number of AFC Bournemouth initiatives, including Bring Your Boots, Vitality Kickstart and the Vitality Supporter Awards, which encourage participation in sport and physical activity.

Neville Koopowitz, CEO at Vitality, said: “Having been partners for over 10 years, our relationship with AFC Bournemouth has grown stronger and more impactful year-on-year. Today’s announcement is a natural next step and a further example of our aligned commitment to inspire more people to move more, making a positive difference to the health of many lives across the world.”

This is part of a broader strategy by Vitality to deepen its involvement in sports sponsorship. In November, the company expanded its relationship with the England and Wales Cricket Board, becoming the back-of-shirt sponsor for England’s men’s, women’s, Lions, and mixed disability teams.