AFC Bournemouth has announced bj88 as the club’s front-of-shirt partner for both the 2024/25 and 2025/26 seasons.  

An official Asian sports betting partner and a now Principal Partner of the club, the company was founded in 2021 and is an established firm in Asia, soon to be present in the UK under the domain name bj-88.co.uk. The organisation also operates in Latin America and South Asia, among other regions.

Following a record-breaking season for AFC Bournemouth, which saw Andoni Iraola’s side finish on 48 points in the Premier League, the commercial investment made by bj88 is the largest in club history and will help with its objectives of being competitive in the Premier League.  

As part of their commitment to the club, bj88 will make a financial donation towards community projects delivered to adults that improve health, wellbeing and promote inclusion.  

The partnership with AFC Bournemouth will see bj88 incorporating dedicated messaging within its partner inventory to promote responsible and safer gambling.

bj88 have a proud history of working in sport, with notable brand ambassadors such as Kevin Pietersen, while they are also an official betting partner with Bologna FC in Serie A. In addition, they are front-of-shirt sponsor for Twenty20 cricket teams Sunrisers Eastern Cape in South Africa and the Quetta Gladiators, who play in the Pakistan Super League.

The club can confirm that retail prices for the 2024/25 kits, set to be unveiled in the coming weeks, will remain unchanged. As per previous seasons, adult and youth kits will continue to be sold without the sponsor logo. 

On the announcement, AFC Bournemouth commercial director Rob Mitchell commented: “The club is excited to be partnering with bj88 for in what is a record-breaking deal. Their investment will have huge significance to help us compete in the Premier League both on and off the pitch.”

bj88 further commented: “We are truly excited and honoured to agree this important and mutually beneficial partnership with such a historic and globally respected footballing brand as AFC Bournemouth. We have been very impressed throughout with the club’s determination and ambition, and we look to working with the club in supporting them with some exciting innovations moving forward.”