Statement Regarding BJ88 Shirt Sponsorship
The Cherries Trust is disappointed to note that AFC Bournemouth’s front of shirt sponsor for the next two seasons will be a betting company. We also note the many objections from AFC Bournemouth fans on social media and those objections that have also been made directly to us.
Whilst our protestations are not likely to change the decision, we have raised significant concerns with the club in relation to this deal.
Gambling addiction can cause severe misery for individuals, families, and friends. All football clubs and their executives will be aware of this. Whilst the Trust recognises that BJ88 will make a financial donation towards community projects, the club will deliver dedicated messaging to promote responsible and safer gambling and will sell shirts without the sponsors name, we do not believe these initiatives offset the potential hurt and harm caused by betting.
The idea of retailing women’s team replica shirts was discussed in the women’s working group in February and is something the club has been exploring ahead of this coming season.
The Trust has been advised that the club had been seeking a non-betting company sponsor, but once this deal fell through, the financials of the deal with BJ88 were impossible to ignore, and we were advised that this contract will help AFC Bournemouth keep within Premier League Profit and Sustainability Rules. It seems that just under half of all current Premier League clubs have front of shirt sponsorships that are not betting companies – demonstrating that finding other sponsors can be achieved. It is a shame that AFC Bournemouth could not find a way to also achieve this – we like the idea that the club could stand up for what is morally correct in the face of financial demands.
It is good news that front of shirt betting sponsorships will be banned in the Premier League from the start of the 2026-2027 season – ironically, the clubs themselves voted for this ban. We very much look forward to this and have always welcomed what was a sensible and decent decision made back in April 2023.
Should you have anything you wish to raise with the Trust – comments, suggestions, complaints then please email the Trust SLO on info@cherriestrust.co.uk or via the general enquiries@cherriestrust.co.uk email address.
UTCIAD.
Cherries Trust are a voluntary, independent, not-for-profit organisation, relying solely on membership fees and donations to cover running costs. We are the only independent Supporters Trust for AFC Bournemouth.
