AFC Bournemouth has announced a new naming deal for its Dean Court home.

From August 1, Cherries ’ stadium will be known as the Goldsands Stadium, after it signed a two-year deal with London-based company Goldsands Management.

The club has not disclosed how much the contract will bring in, but said it was worth five figures each year.

Goldsands, a newly-formed private concierge service, has an option to extend the agreement into a third year.

AFC Bournemouth chairman, Eddie Mitchell , said: “We are very pleased to be able to announce this positive step for the club.

“Goldsands Management are a fledgling business with big ambitions and they have grasped the opportunity for some national exposure and great publicity by linking with the Cherries.

“We are a club on the up, and Goldsands Management want to be associated with that. That is a ringing endorsement for this club, and we look forward to working closely with them for the next two seasons and beyond.”

The deal comes after the Dorset arm of previous stadium sponsors, Seward, went out of business earlier this year.

That agreement was signed last summer and at the time was hailed as one of the biggest in the club’s history.

But it ended just one year into a three-year contract when the car dealer’s Dorset businesses went under.

MD of Goldsands Manage-ment, John O'Neill, said: “We are absolutely thrilled to secure this deal with one of the most up and coming professional football teams in the country.

“As a company that offers bespoke life tailoring for premium members – sports men and woman in particular – this is the perfect club, and perfect location for us to invest.

“We are very excited about the seasons ahead, and anticipate with vigour the prospect of working with an ambitious outfit who are looking for success.”