Three-Season Agreement Spans Men’s and Women’s Squads with Shirt Sleeve Branding and Creative Supporter Activations
English Premier League football club AFC Bournemouth has secured a new multi-year partnership with online gaming brand MrQ Casino. The self-styled “Casino You Love To Hate” joins the club as its Official UK Online Casino Partner in a deal that spans the next three seasons.
The comprehensive sponsorship model is designed to support both the men’s first team and AFC Bournemouth Women. Under the technical terms of the agreement, the distinctive MrQ logo will secure premium placement on the sleeve of the men’s first-team match kits as well as on adult retail jerseys available to supporters. Additionally, MrQ joins the commercial roster as an official partner specifically tied to the women’s squad.
High-Impact Beach Stunt Launches Partnership
To celebrate the launch of the contract, the partnership commenced with a highly visual, playful marketing activation directly on Bournemouth Beach. Hundreds of red, black, and blue towels were systematically laid out across the sand, draped underneath a prominent banner reading “Reserved for MrQ”. As part of the seafront campaign, local beachgoers were gifted their own limited-edition MrQ towels to take home.
The activation sets the tone for a broader consumer engagement roadmap. Throughout the upcoming football seasons, supporters can expect a continuous run of fan-focused activations and competitions, including unique opportunities to win matchday hospitality and exclusive club prizes during home games at the Vitality Stadium.
Executive Perspectives on the Challenger Brand Alignment
Jim Frevola, AFC Bournemouth’s President of Business Operations, expressed his enthusiasm for the creative direction of the relationship:
“We’re delighted to be celebrating the partnership with Mr Q and kicking it off with a very special activation on Bournemouth Beach. The creativity of it says a lot about how our partnership will work and it’s going to be great to see how supporters and visitors enjoy it on the seafront. I’d like to thank everyone involved and I’m looking forward to working with MrQ going forward.”
Rob Mitchell, Commercial Director at AFC Bournemouth, highlighted the parallel trajectories of both organizations:
“Much like AFC Bournemouth, MrQ is a challenger brand that has grown dramatically over the last few years. They have a strong focus on standing out in a crowded market and we can’t wait to deliver unique campaigns, based on their ‘love to hate’ messaging. This partnership will create many exciting opportunities for our fans over the next three seasons, and we’re looking forward to working closely with the MrQ team across both the men’s and women’s game.”
Adam Ryan, Chief Commercial & Marketing Officer at MrQ, emphasized the shared competitive instincts that made the partnership logical:
“Why Bournemouth? Because they’re brave. They back themselves against clubs with far deeper pockets and keep proving David beats Goliath. They’re the same instincts we’ve built MrQ on: honest risk-taking trumps safe and forgettable. And a European tour doesn’t hurt either!”
