Chery UK is now official automotive partner of AFC Bournemouth, the Premier League club known as ‘The Cherries’.
Running through to the end of the 2028/29 campaign, the agreement will see Chery appear front-of-shirt on the AFC Bournemouth men’s team training kit, alongside an additional Partnership with AFC Bournemouth Women.
Gary Lan, CEO of Chery UK, said: “AFC Bournemouth is one of the Premier League’s biggest success stories in recent history, a perfect match for us at Chery UK. As Official Automotive Partner, we’ll be showing our support to the team on and off the pitch – from match day appearances to supporting the incredible work of the AFC Bournemouth Community Sports Trust.
“For Chery UK, our ‘Cherries’ partnership is the perfect platform to connect with football fans across the country, alongside a club with strong family values and deep community ties.
“We’re looking forward to showcasing Chery’s ‘Find Your Happy’ ethos with memorable experiences throughout the seasons ahead.”
Both will deliver a series of creative campaigns and fan experiences that make the most of the partnership.
Campaigns will celebrate equality, diversity and inclusion, reflecting the shared values of both organisations.
Chery’s recent momentum is mirrored by AFC Bournemouth, which recently qualified for European football for the first time in its history and will now host a minimum of four European matches at Vitality Stadium next season.
Rob Mitchell, commercial director at AFC Bournemouth, added: “What makes this partnership especially exciting is the natural connection between Chery and the Cherries.
“It gives us a fantastic creative platform to deliver campaigns and experiences that supporters will genuinely enjoy, while helping introduce Chery to football audiences across the UK.
“Alongside that, we’re looking forward to working together on initiatives that celebrate our shared commitment to equality, diversity and inclusion and making a positive impact both on and off the pitch.”
