July 10 – Chinese car manufacturer Chery has struck a three-season partnership with AFC Bournemouth, becoming the Premier League club’s Official Automotive Partner.

Running until the end of the 2028/29 season, the agreement will see Chery feature on the Cherries’ men’s training kit while also becoming a partner of the Women’s side currently competing in the third tier.

The deal comes at the start of a new era on the south coast. Bournemouth begin the season under Marco Rose following Andoni Iraola’s departure to Liverpool, with the German handed little time to settle before an opening-day trip to the Etihad Stadium to face Manchester City. 

Bournemouth have been able to fend off interest for their growing crop of top-level talent, with Marco Senesi and Iraola the only major outgoings.

Commercially, Bournemouth continue to attract international brands as the club fleshes out its Premier League status, with some of its players – namely Brazil’s Rayan – making a name for themselves at the World Cup.

Chery, which is expanding into the UK market, will work with the club on community initiatives through the AFC Bournemouth Community Sports Trust, while the two organisations say they will collaborate on campaigns around equality, diversity and inclusion.

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.”

No value was given for the sponsorship but Bournemouth commercial director Rob Mitchell said the similarity between the two names offered plenty of scope for activations.

“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.”

Contact the writer of this story, Harry Ewing, at [email protected]