Sponsorship & Marketing

Vitality extends Bournemouth deal, Brighton tweaks stadium name

Featured image credit: Ungry Young Man/CC BY 2.0/Edited for size

Health and life insurance company Vitality has renewed its sponsorship of AFC Bournemouth’s stadium, while fellow Premier League club Brighton & Hove Albion has announced that its home ground will adopt a new name ahead of the 2023-24 season.

Bournemouth’s home has been known as Vitality Stadium since 2015 and the new three-year deal will run until the summer of 2026. As part of the deal, Vitality will also retain naming rights to the East Stand and Main Stand at the stadium.

Vitality serves as Bournemouth’s official wellness partner. Earlier this year, the company sponsored the club’s Cherries’ Kickstart campaign, which encourages people to be more active.

Jim Frevola, president of business operations at AFC Bournemouth, said: “We are delighted to extend our partnership with Vitality and thank them for their continued support.

“They are very active partners and help the club promote an important health and wellbeing message to all our supporters. Their support for our Community Sports Trust and our flourishing women and girls’ set-up is also valued greatly and very much appreciated. 

“When the new owners were carrying out their due diligence, Vitality stood out as a key brand and strategic partner, which is why we are so pleased they will continue their backing for at least the next three years.”

Neville Koopowitz, chief executive of Vitality, added: “We’re delighted to be building on our long-standing partnership with AFC Bournemouth. The club shares our commitment to encouraging healthier and happier lifestyles for their community, which reflects one of our core values at Vitality. Not only are we impressed by the work they do, but it’s also a pleasure to be able to support the town of Bournemouth, where one of our biggest UK offices is based.”

US businessman Bill Foley, owner of the NHL’s Vegas Golden Knights, completed his purchase of Bournemouth in December last year in a deal worth a reported £120m (€140m/$153m).

Foley has earmarked the expansion of Vitality Stadium as a key priority. The stadium’s current capacity is 11,264, which was the lowest in the Premier League until Luton Town’s recent promotion.

In February, Bournemouth submitted an application to retain Vitality Stadium’s South Stand, a temporary structure that has been in place for almost 10 years. The new deal would ensure the South Stand can remain in place until 2028.

In other news, Brighton has announced that the American Express Community Stadium will be known simply as American Express Stadium from August 1.

Financial services provider American Express has sponsored the stadium since it opened in 2011. The venue is more commonly known as the Amex Stadium.

Work to change some of the stadium’s signage will begin immediately so it is in place for the new season. More significant changes to the “look and feel” of the stadium will be made over the next 12 months.

The club’s charitable arm, Albion in the Community, will also become the Brighton & Hove Albion Foundation and will move its operations from the stadium into the city centre.

Brighton chief executive and deputy chairman Paul Barber said: “These small but important changes are designed to deliver even better value to our main partner, while also more closely aligning and connecting our charity’s excellent work and its many participants with our club.

“Our partnership with American Express, which began when the stadium first opened and our club was in League One, is now globally recognised, and our multi award-winning work in the community is widely regarded as among the best in the world.”