THE sponsor whose name has been on the front of AFC Bournemouth shirts for the past two seasons will continue supporting the club as it returns to the Premier League.

Poole-based property finance lender MSP Capital has backed the club for the past two seasons in the Sky Bet Championship.

Its logo will adorn the front of the men’s training wear for 2022-23, including staff training wear and the matchday warm-up range.

It will also appear on the sleeve of the women’s team shirts and the company will become an official partner of AFC Business, the Cherries’ business club.

Dafabet was recently announced as the club's new front-of-shirt sponsor under a two-year deal. 

MSP Capital has been active in community efforts such as the club’s Bring Your Boots Drive and the Goals Recreated campaign with former Cherries frontman Arnaut Danjuma. It will collaborate with the club on more community initiatives in 2022-23.

AFC Bournemouth commercial director Rob Mitchell said: “It was a pleasure to be partnered with MSP Capital during our two years in the Championship and we’re delighted to continue that relationship.

“We’re pleased to offer MSP assistance with their company goals of supporting growth and visibility for their specific target markets.

“It's also great for us to have continued support from a successful locally-based business who are passionate about the club, and we look forward to the next step of our journey in the Premier League.”

Adam Tovey, MSP Capital’s valuation director and a Cherries supporter since boyhood, said: “It was an especially proud moment when we became principal partner and front-of-shirt sponsor back in 2020.

“That enabled us to be on the front of the club’s shirt for one of the most significant achievements in its history last season, winning promotion back to the Premier League.

“But, in truth, the ties that bind us have always been about more than the shirt.

“We share the same passion for social responsibility and are proud to continue to leverage our relationship to help the communities where, together, we are established and draw our strengths.

“That includes making sport and physical activity more accessible.

“Now is the opportunity for a global business to take the front-of-shirt opportunity in the Premier League, with our focus as a company being on our region.

“We’re excited that this new partnership will continue to help us achieve our business aims locally and we look forward to providing supporters with some exciting initiatives across the season.”

New signing Ryan Fredericks was the first player to be pictured in the training kit with MSP Capital logo.