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AFC Bournemouth has confirmed online betting brand Dafabet as its new principal partner and front-of-shirt sponsor.

As part of their two-year partnership, Dafabet will feature on the front of the men’s playing shirts. Dafabet has a proud history of working prominently across a whole variety of sports, including influential partnerships with a number of county cricket clubs, in boxing and snooker, as well as a significant presence in football having worked with the likes of Celtic, Everton and Aston Villa in recent years.

As part of their commitment to corporate social responsibility, Dafabet will make a financial donation to the Club’s Community Sports Trust to support projects that help get adults into work.

Rob Mitchell, Commercial Director at AFC Bournemouth, said: “Signing this partnership with Dafabet is extremely important in providing us with crucial revenue as a football club.

“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.”

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.”