- Chery UK announced as Official Automotive Partner of AFC Bournemouth and Official Partner of AFC Bournemouth Women
- Three-season partnership sees one of the UK’s fastest growing car brands team up with the top-tier, Premier League football team affectionately known as ‘The Cherries’
- Chery UK will become the Official Men’s front-of-shirt Training Wear Partner for the 2026/27 season, ahead of a series of upcoming creative campaigns and fan experiences
Chery UK has announced a new three-season partnership with AFC Bournemouth, becoming the Official Automotive Partner of the Premier League club known as ‘The Cherries’.
Running through to the end of the 2028/29 campaign, the agreement will also see Chery appear front-of-shirt on the AFC Bournemouth men’s team training kit, alongside an additional Partnership with AFC Bournemouth Women.
The partnership brings together two ambitious brands with a shared focus on innovation, growth and connecting with communities. It also creates a unique opportunity to celebrate the natural connection between Chery and The Cherries, with both organisations set to deliver a series of creative campaigns and fan experiences that make the most of the memorable partnership.
A key focus of the partnership will also be the delivery of meaningful campaigns celebrating equality, diversity and inclusion, reflecting the shared values of both organisations.
Launched in the UK in August 2025, Chery UK has become one of the country’s fastest growing car brands, with its award-winning, family-focused TIGGO SUV models being increasingly popular with UK customers. The brand’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.
The Chery TIGGO model range combines contemporary design with class-leading space, strong hybrid performance and exceptional value. All models are available with the brand’s advanced Chery Super Hybrid powertrain – which blends all-electric driving for shorter journeys, with the reassurance of a highly efficient petrol engine for longer trips.
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.”
Jim Frevola, AFC Bournemouth’s President of Business Operations, said: “We are delighted to welcome Chery as an Official Partner of AFC Bournemouth. This partnership brings together two ambitious organisations with a shared commitment to innovation, growth and creating meaningful connections with our audiences.
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.”
