AFC Bournemouth have announced a new agreement with Chery UK, a leading global car brand.
The deal makes the brand the official automotive partner of AFC Bournemouth. The arrangement, which runs until the conclusion of the 2028-29 season, will see Chery appear front-of-shirt on the AFC Bournemouth men’s team training gear, as well as an additional partnership with AFC Bournemouth Women.
Gary Lan, CEO of Chery UK, said, “AFC Bournemouth is one of the Premier League’s biggest success stories in recent history, a perfect match for us at Chery UK. As Official Automotive Partner, we’ll be showing our support to the team on and off the pitch – from match day appearances to supporting the incredible work of the AFC Bournemouth Community Sports Trust. For Chery UK, our ‘Cherries’ partnership is the perfect platform to connect with football fans across the country, alongside a club with strong family values and deep community ties. We’re looking forward to showcasing Chery’s ‘Find Your Happy’ ethos with memorable experiences throughout the seasons ahead.”
Both parties will create a series of innovative ads and fan experiences to make the most of the collaboration. Campaigns will promote equality, diversity, and inclusion, reflecting the ideals of both institutions.
Chery’s recent success is matched by AFC Bournemouth, which qualified for European football for the first time in history and will now host at least four European matches at Vitality Stadium next season.
Rob Mitchell, Commercial Director at AFC Bournemouth, added, “What makes this partnership especially exciting is the natural connection between Chery and the Cherries. It gives us a fantastic creative platform to deliver campaigns and experiences that supporters will genuinely enjoy, while helping introduce Chery to football audiences across the UK. Alongside that, we’re looking forward to working together on initiatives that celebrate our shared commitment to equality, diversity and inclusion and making a positive impact both on and off the pitch.”
