The 2026/27 season is a monumental one for AFC Bournemouth. As the club prepares for its first-ever European campaign, we should be celebrating one of the greatest achievements in our history with immense pride.  Our season is being overshadowed by an overwhelming sponsor logo on our shirts that does not reflect the spirit or the heritage of our beloved club.

Vitality has been a long-standing partner of AFC Bournemouth, and we understand that sponsorship is an important part of modern football. The club needs commercial partners, and we aren't asking to give that up.

Like many others, I have watched us grow from struggling to survive in League Two, almost facing liquidation, to reaching new heights in qualifying for the Europa League. Fans have stood by the club, braving all challenges together. Now, as we step into this landmark moment in our history, we expect every aspect of our representation to echo the essence of who we are.

Vitality's logo dominates the shirt, overshadowing the club’s iconic design rather than complementing it. It is crucial for a sponsor to enhance the club’s image, not detract from it. Football is about passion and loyalty, and our kit should reflect that. We need a design that players wear with pride, that fans can don with love, and that represents the unique culture and identity of AFC Bournemouth. 

We're simply asking the club to listen to its supporters and work towards a shirt that players can wear with pride and that we fans can wear with love.

If you feel the same, sign the petition.

Let's show the club that Bournemouth supporters care about our identity and that we want our shirt to be something we can genuinely be proud to wear.

🍒 Up the Cherries!