AFC Bournemouth will keep their current kit designs for this campaign after supporters voiced concerns about the pink Vitality branding, according to Jim Frevola. However, both the club and the health and life insurance firm will consider supporter feedback when planning future kit releases.
All three kit options feature the Vitality logo in a pink circular design, which has attracted criticism from parts of the fanbase.
The company, a major employer in the local area and the stadium sponsor, replaced BJ88 as the main shirt sponsor for the upcoming season following the Premier League’s prohibition on gambling-related partnerships.
Supporters expressed disappointment with the final kit designs, citing issues with the colour combination.
Speaking to Jordan Clark from BBC Radio Solent, business operations president Frevola stated that when the BJ88 partnership was announced two years previously, there was considerable negative reaction. He acknowledged that objections to certain commercial partners were understandable. Frevola emphasised that while people were entitled to their views, kit sales had actually reached record levels in consecutive years. He noted that sometimes public commentary does not necessarily reflect purchasing decisions, and acknowledged that football shirts were a personal matter for supporters.
Frevola described Vitality as an excellent partner for the club. He pointed out that the company had been associated with the team for a decade and was among the largest employers in Bournemouth. The firm operates as a flagship partner for the club’s community sports trust, backs the women’s team and participates in numerous community programmes. When discussions began several months before the announcement, around ten clubs were preparing for the new betting sponsorship restrictions taking effect this year. Vitality was among the first to offer meaningful support and financial contribution. Frevola stated that the company had been exceptional as a partner.
Neither the club nor Vitality were unaffected by the criticism. The company’s chief executive and marketing department were aware of the concerns. Frevola confirmed they had listened carefully to feedback, discussed it with Vitality, and the company had been receptive to considering alternative designs for future seasons that would better address supporter preferences.
Frevola confirmed the current kits would remain unchanged and supporters could not purchase shirts without a sponsor, unlike previous seasons when a betting company featured on the front.
Regarding the alternative club crest on the third kit, Frevola dismissed speculation on social media about a potential quiet rebranding as entirely incorrect, stating there was no intention to modify the club badge. He mentioned that a limited quantity of kits featuring the Bournemouth University branding, worn by the women’s team, would become available.
The Vitality partnership was described as essential, with Frevola indicating the club would have breached squad cost ratio regulations without it.
He confirmed that kit designs for the 2027/28 season were already in development. Frevola admitted that finalising this season’s kits had been delayed because the Vitality agreement was only confirmed around December or January. The basic kit designs had already been completed with Hummel, meaning sponsors needed to be incorporated within a compressed timeframe.
Despite the controversy, Frevola reported that kit sales had performed well, even though the club superstore remains shut due to construction work at the Vitality Stadium.