Back in 2023, the Premier League agreed to enact a voluntary front-of-shirt sponsor ban for gambling operators, becoming the first UK sports league to take a stance against the presentation of gambling operators.

The ban is officially set to begin at the start of the 2026/27 season, with clubs across the league adjusting their sponsorship lineups accordingly.

AFC Bournemouth has signed a new multi-year partnership with MrQ Casino, covering both the men’s first team and AFC Bournemouth Women. In line with the ban, the MrQ logo will feature on the sleeve of the men’s first-team shirt and on adult retail shirts, rather than the front of the shirt.

As part of the announcement, the club and MrQ covered Bournemouth Beach in hundreds of red, black and blue towels covering the sand under a “Reserved for MrQ” banner.

Jim Frevola, AFC Bournemouth’s President of Business Operations, said of the deal: “We’re delighted to be celebrating the partnership with MrQ 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.”

AFC Bournemouth Commercial Director Rob Mitchell said: “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.”

Watch the promotional video here.