AFC Bournemouth announced a multi-year partnership with online casino MrQ

New sponsorship covers both men's and women's teams

AFC Bournemouth have added MrQ Casino to their list of commercial partners after signing a three-year agreement with the UK gaming company. The new partnership will remain in place for the next three seasons and includes both the men's squad and AFC Bournemouth Women.

Under the agreement, MrQ branding will feature on the sleeve of the men's first-team shirts as well as on adult replica kits. The company has also secured official partner status with the club's women's team.

Beach launch marks the beginning of the partnership

Rather than announcing the deal through a traditional press event, the two sides introduced the partnership with a large-scale activation on Bournemouth Beach.

Hundreds of branded towels were placed across the sand beneath a giant "Reserved for MrQ" sign, catching the attention of locals and visitors. Many people also received limited-edition towels to keep, making the campaign the first public event linked to the new agreement.

Supporters will be involved throughout the season

The partnership is expected to include a series of fan campaigns over the coming months. According to the club, supporters will have opportunities to win hospitality packages, exclusive prizes and other matchday experiences during AFC Bournemouth fixtures at Vitality Stadium.

Further details about upcoming promotions will be revealed later in the season.

Club sees strong fit between both brands

Jim Frevola, AFC Bournemouth's President of Business Operations, said the beach campaign perfectly reflected the creative direction of the new partnership and thanked everyone who helped bring the launch to life.

Commercial Director Rob Mitchell said both organisations have built a reputation by doing things differently and believes the collaboration will produce original campaigns for supporters of both the men's and women's teams over the next three years.

MrQ's Chief Commercial and Marketing Officer Adam Ryan explained that Bournemouth's fearless approach and ability to compete with clubs backed by much larger budgets made the partnership an obvious choice. He added that the company's own philosophy is built around the same mindset, making the relationship a natural match.

MrQ has been gaining momentum in recent months and continues to appear in headlines through new partnerships and major industry events. Earlier this year, we reported that the company had been named the fastest-growing brand based on year-on-year Blask Index growth at the First AI-Powered iGaming Awards.