Vitality renames AFC Bournemouth’s Dean Court

9 July 2015 | Commercial & Sponsorship
Vitality renames AFC Bournemouth’s Dean Court
Newly promoted Premier League club AFC Bournemouth have announced a stadium naming rights deal with Vitality.

The health insurer has signed a three-year deal to rename Bournemouth’s Dean Court home as the Vitality Stadium with immediate effect.

Financial terms of the agreement have not been released but a Bournemouth statement called it ‘one of the club’s most significant sponsorship deals’.

The club signed an initial three-year deal with Vitality in May, shortly after securing promotion to the Premier League, but the two parties have now announced an expanded version of that agreement.

As well as holding the naming rights to the 11,700-seater Dean Court, Vitality will continue as the official wellness partner of the Cherries and remain a supporter of the club’s Community Sports Trust.

“We are thrilled to announce Vitality Stadium will be our home as we start the new season,” said Cherries commercial director Rob Mitchell. 

“With Vitality’s existing partnerships with some of the biggest clubs in the country, it’s an honour to have their support as we make our Premier League debut. Vitality also plays a very significant role in the town’s growing economy, not to mention its encouragement of local people leading healthier lives.” 

Vitality is also the official wellness partner of Premier League giants Arsenal, Liverpool and Manchester City, and has a range of other partnerships in rugby, cricket and triathlon. 

AFC Bournemouth, promoted to the Premier League as champions of last season’s Championship, begin their first ever top flight season at home to Aston Villa on 8th August.

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