Betting firm BJ88 pays 185% above market value to secure AFC Bournemouth sponsorship

Bournemouth AFC has secured a significant new front-of-shirt sponsorship deal with betting company BJ88, valued at £8 million. This figure represents a 185% premium over the club's fair market value, which was recently assessed at £2.8 million by The Sponsor magazine. The substantial difference between the fair market value and the actual deal highlights the premium that betting companies are willing to pay for high-visibility partnerships with Premier League clubs, particularly as the industry faces impending regulatory changes.

In June 2024, The Sponsor published its annual report detailing the fair market value (FMV) of every Premier League club's front-of-shirt sponsorship. Bournemouth’s sponsorship value was calculated at £2.8 million, based on a rigorous methodology that considered factors including the club’s history, performance, cultural relevance, audience, and social contributions.