Bournemouth has secured a deal with Smarkets which will see the operator’s sportsbook brand SBK become the club’s official training wear partner.
SBK will be featured on the front of all of the club’s first-team training outfits for the 2025-26 season, as well as being named the official presenting partner of the club’s official podcast.
Training wear featuring the SBK logo will be available for purchase in the near future, although any clothes in youth sizes will be sold unbranded.
The partnership also expands into Bournemouth’s digital content, such as the club’s training galleries.
The first opportunity fans will get to see Bournemouth in their new SBK-sponsored training wear will be on the upcoming US summer tour where they will play Everton, West Ham and Manchester United.
The season-long deal with the Cherries comes after SBK secured a deal with Scottish Premiership club Hibernian FC as its official sleeve partner in August 2024.
Premier League side Bournemouth’s owners, the Black Knight Football Club, hold a 25% stake in Edinburgh-based Hibs.
Bournemouth’s SBK announcement stated that the deal aligned with Black Knight’s “wider commercial strategy” given the existing partnership in place with Hibs.
Rob Mitchell, Bournemouth’s commercial director, said: “We’re excited to welcome SBK to the AFC Bournemouth family as our official training wear sponsor.
“Their reputation as a responsible betting brand with a passion for sport and integrity was a huge part in the collaboration.
“With their support across our training content and podcast, we’re looking forward to delivering more access and value to our fans throughout the season.”
Adam Baylis, SBK marketing director, added: “We’re thrilled that SBK is partnering with AFC Bournemouth for their 2025-26 Premier League campaign, further strengthening our commercial relationship with the Black Knight Football Group.
“The Cherries made impressive progress last season, and with the backing of their incredible fan base, we’re confident they can reach even greater heights this year.”
The aforementioned West Ham recently secured a £13m-a-season multi-year partnership with BoyleSports that will see the operator become the club’s front-of-shirt sponsor.
BJ88 will remain as Bournemouth’s front-of-short sponsor for the upcoming season, despite no longer being listed as a licensed operator on the Gambling Commission’s site.
Asia-facing BJ88 had held a white-label deal via TGP Europe, although the operator has since relinquished its UK licence.
Elsewhere, W88 was named the front-of-shirt sponsor for newly promoted Sunderland while Midnite penned two deals in June – a front-of-shirt deal with Sheffield United and a training kit sponsorship with Southampton.
The post Smarkets’ SBK brand scores Bournemouth training kit sponsorship deal first appeared on EGR Intel.
UK and US-facing sportsbook to feature on the front of all first-team training wear, as well becoming presenting partner for club’s podcast
The post Smarkets’ SBK brand scores Bournemouth training kit sponsorship deal first appeared on EGR Intel.