July 18 – AFC Bournemouth have secured SBK as their official training wear sponsor for the 2025/26 season.
The partnership extends beyond traditional training kit visibility, with SBK branding across digital training galleries and becoming presenting partner of Bournemouth’s podcast. It’s a comprehensive commercial integration that reflects modern football’s multi-platform approach to brand partnerships.
What makes this deal particularly smart is how it demonstrates the operational network advantages of the Black Knight Football Group’s multi-club model. SBK already maintains a kit sleeve partnership with Scottish Premiership side Hibernian FC, creating synergies that benefit both clubs and the betting company.
“We’re excited to welcome SBK to the AFC Bournemouth family as our official training wear sponsor,” said Rob Mitchell, the club’s Commercial Director. “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.”
Mitchell’s emphasis on responsible gambling reflects the current regulatory climate surrounding betting partnerships in English football. The timing aligns perfectly with Bournemouth’s upcoming US summer tour, where players will debut the SBK-branded training kit.
“We’re also pleased to show how important the strength of our multi-club model is both off the pitch as well as on it,” Mitchell added. “We’ve encouraged our commercial team to be working with all our other clubs in order to maximise opportunities like this one.”
Adam Baylis, marketing director from SBK, emphasised the growth narrative: “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.”
For Bournemouth, this partnership represents continued commercial evolution under American ownership, and how smaller Premier League clubs can leverage multi-club structures.
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